Development Media International is the world’s leading researcher into the impact of mass media campaigns to promote health in the developing world. DMI's staff have led some of the world's largest and most successful health campaigns in recent years, with experience in 30 countries across Africa, Asia, Latin America and Eastern Europe.
DMI was created to distil this accumulated experience and pioneer a new, far more cost-effective and sustainable way of conducting media campaigns. By building the capacity of local broadcasters and Ministries of Health, we focus on integrating health communications within sustainable health systems. DMI's methods have been formally endorsed by the World Health Organisation.
DMI's projects are all rigorously evaluated by independent bodies, such as the London School of Hygiene and Tropical Medicine. Because every dollar spent on media is a dollar that could be spent on medicines or nurses it's crucial to test whether campaigns are having a significant impact on behaviour.
As well as specialising in the management of major media projects, DMI conducts short-term consultancies on request.
In early 2011, DMI launched the first scientific trial to examine how many lives can be saved using mass media campaigns alone. This major, four-year project will take place in Burkina Faso, West Africa, in collaboration with the London School of Hygiene and Tropical Medicine. The trial is based on a mathematical model, developed by DMI and LSHTM, which predicts that media campaigns which target all key health issues could reduce child mortality by 10% to 20%. The cost per life-year saved is also lower than any existing health intervention. The scientific trial in Burkina Faso will test these predictions in a real-life setting and will be the most rigorous evaluation ever conducted of a mass media intervention.