The expectations and excitement
levels among our research and learning team here at BBC Media Action were high.
single study using a randomised control trial (RCT) to investigate media impact
has published midline results
online last month. Had the company behind the trial,
Media International
cracked the Holy Grail and isolated the impact of media on behaviour change?
Could these results from their trial in Burkino Faso
begin to answer the questions of
attribution which trouble the impact evaluation of health communications while
resonating through the halls of our donors? Our team couldn’t wait to jump into
the detail of the data and explore the initial results.  

But while DMI’s conclusion of the
findings is exciting – that this is “the first randomised controlled trial to
demonstrate that mass media can cause behaviour change”– their three-page
report and one-page summary left us wanting more.

While neatly summarised for a
policy level audience, we couldn’t help but ask, where are the technical
appendices, where is the data, where are the standard errors and, ultimately,
what does all this mean for us as a sector?  This is why we contacted DMI and their
research partners at the London School of Hygiene and Tropical Medicine. We are
pleased to learn a more detailed technical report is being finalised and to be
published in the upcoming months.

A rare condition for a unique study

In DMI’s film about the study, they state that
there are few countries and media environments around the world that would
provide the necessary conditions for this type of study. A principal issue is ‘contamination’,
where some people who are not supposed to hear the broadcast (the ‘control
group’) are, in fact, exposed to it.  

The limited number of suitable
countries to work in is in keeping with findings on impact evaluation
approaches in health communication from scholars in the sector, such as Jane
Bertrand and Robert Hornik. They have underscored the need for alternative study
designs to randomised trials as the optimal means of evaluating full coverage
mass-media programming. It is largely seen not to be viable to assign subjects
randomly to treatment groups when the intervention consists of a full coverage
campaign aiming to reach the largest possible audience. 

This highlights the uniqueness of
their Burkino Faso study and why the results – positive or negative –have such potentially
large implications for our sector’s evidence base.

Up until now, the media for
development sector has focused on less robust evaluation methods to explore how
mass media contributes to improved knowledge and behaviour. And while all
evaluations, qualitative and quantitative, build towards a more informed
answer, the Burkina Faso trial is pushing the envelope by applying an, in our
sector, untried research methodology that should give us more conclusive

But to be able to learn the most from
DMI’s trial in Burkina Faso and interpret its results correctly, it is vital we
get more information on the following aspects, which we hope would be addressed
in the upcoming publication.

Theory of change

An important issue where we would
like to gain more insight is the Theory of Change that underlies DMI’s
intervention in Burkino Faso.

How are their short,
high-intensity broadcasts expected to impact behaviour, and more importantly
lower child mortality rates?

From the list of outcomes targeted
it appears that the trial focused on curative, one-off behaviours and less on
those that are underpinned by social norms. People will have more incentive to
alter their behaviour if their child is sick, but will be less inclined to
change if they feel their family or community would disapprove.

It would also be interesting to
learn more about the quality and nature of the programmes: how similar or
different are they, what are the editorial values, has any assessment of
quality been done? Knowing the Theory of Change and relevant programme
information would help us to look beyond the results and understand not only if
we see impact, but why.

Dose response

Similar questions apply to the
presented dose response results. ‘Dose response’ refers to the period of time
each message was broadcasted and the possible relation this has with behaviour
outcomes, ie do behaviours that aired for more weeks show more change?

Only a selection of outcomes is
taken to present the effect of dose response and a diverse set at that. This
affects the interpretability of the results.

Another way of presenting the dose
response would have been to group those behaviours that are similar together. It
is safe to say, that it is easier for people to take Oral Rehydration Solution
(ORS) against diarrhoea than to install a latrine in their house; we expect to
see higher differences in one outcome than the other.

Breaking the dose response down
according to type of behaviour could have resolved that and provided more
insight. Though these midline results give an indication, based on what is
currently presented it is difficult to say what the real influence of dose
response is.

Research design

Without further technical insight or
Theory of Change to turn to, the midline report leaves us with some questions
about the study design.

These pertain for instance to
technical issues like confidence intervals and the powering of the samples. Perhaps
more pressing though is to what extent the control and intervention zones are
comparable on various socio-economic, demographic, cultural and/or geographical
factors? Based on the presented data, baseline equivalence is questionable.

Reported differences on behaviour
outcomes could therefore be caused not by exposure, but by important underlying
characteristics of the selected areas. The research methodology of RCTs should
balance such differences, but when a relatively small number of areas are
selected, this is unlikely to happen. Adjusting only for distance to a health
centre, ie keeping its effect constant, is then insufficient to assess the
actual impact of the intervention.

A Theory of Change could provide
an important rationale for determining which characteristics to control for
when analysing the data. So we look forward to seeing the endline results where
adjustment for possible confounders is said to take place.

Statistical detail

From a research perspective,
assessing the impact of an intervention becomes complicated when a succinct
summary leaves out certain statistical information; sample sizes for outcomes which
have been measured at the cluster level, and the accompanying standard errors
are important for external researchers to be able to correctly interpret

A more technical report should
provide that information to provide transparency about the study. It would also
help us understand why strong relationships between the intervention and
outcomes are reported, while p-values (probability values) in many cases are
not significant. Could differences be the result of chance or is the study
design making it difficult to detect significant change?

Interpretation and going forward

So far, the results seem to be
mixed. For certain one-off behaviours, such as seeking treatment for diarrhoea
at a clinic, there appears to be an impact, but for many others, and especially
those like exclusive breastfeeding which are underpinned by social norms, the
intervention does not appear to have had an effect. Though again, this is
interpretation without technical information or qualitative data to inform us

The fact that these are midline
results may also be a cause for the mixed results. It will take time to change
people’s attitudes and perhaps three years is just too short. Endline results
may be more conclusive. We would encourage future initiatives to evaluate
interventions past their running time. After broadcasts have finished, do
people fall back into old behaviours or has the change been sustainable? Is
there any enduring impact we can bring about with mass communications?

A final note of caution is that it
is important to realise this RCT is just one study, conducted under difficult,
imperfect conditions. Even if we were able to conclusively interpret the
current results, one swallow does not make a summer. We need to contextualise
the results in the broader field of what we know media can and cannot do. Some
smaller scale links that we at BBC Media Action are trying to establish are
explored in a few of our recent research papers, a
report examining the role of factual debate and discussion programming on
political participation in Nepa
l and a
paper which reviews field experiments in the media and political development

This is an exciting moment for our sector. Our appetites
have been whetted. We look forward to learning and understanding more from DMI
and the London School of Hygiene and Tropical Medicine on the findings from the
trial – and would love to be part of the conversation as the findings move from
midline to endline over the next one and a half years.

It is a great opportunity for us all to learn about the
impact of these findings of this unique trial which will affect us all.


For more information on the DMI Burkina Faso trial,
contact Will Snell, Director of Development, Development Media International, +44
(0)20 3058 1631,

Related links

Burkina Faso trial midline results

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