This short film explains the "theory of change" that lies behind BBC Media Action’s health programmes: how they expect media and communication to lead to healthier practices by influencing factors that "drive" behaviour - things like knowledge, discussion, attitudes, and social norms. The film draws on advanced statistical techniques, including structural equation modelling and regression analysis, employing data from large-scale surveys with thousands of people. It presents the complex, underlying pathways between exposure to their media (TV and radio) programmes in Bangladesh, Ethiopia, India, and South Sudan and having a safe pregnancy and birth, as well as the impact of their programmes on each driver of behaviour change. (See Related Summaries, below.)
Emails from Emebet Wuhib-Mutungi to The Communication Initiative on April 5 2017 and April 18 2017.