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Exposure to a National Communication Campaign to Prevent Stunting in Indonesia. Eur J Public Health 2020. [DOI: 10.1093/eurpub/ckaa166.042] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/13/2022] Open
Abstract
Abstract
Background
Reducing childhood stunting continues to be a priority in Indonesia. In 2015, the National Nutrition Communication Campaign (NNCC) implemented mass media and interpersonal communication (IPC) interventions to disseminate stunting-related information. The purpose of this study was to understand the factors associated with exposure to the media and IPC components of NNCC. The mass-media component was designed to influence attitudes, norms, and behaviors, while the IPC component was designed to develop skills to lead to behavior change.
Methods
The media campaign targeted a national audience and the IPC component of the campaign operated at a district level. IMA World Health collected data in three rural districts targeted with both media and IPC intervention components. Using simple random sampling, a sample of 1,734 caregivers was collected. Responses relating to demographic and socioeconomic factors, use of social media and WhatsApp, and electronic device ownership were analyzed using multiple linear regression analyses.
Results
Participants averaged 28.9 years old and most completed primary school. Exposure to the media component was higher than exposure to IPC. Ownership of an internet-accessible device (IAD) and social media use was negatively associated with exposure to IPC. Mothers who used a device to access health information were more likely to have been exposed to the media component. Exposure to the media campaign was positively associated with owning an IAD with WhatsApp.
Conclusions
Access to internet-accessible devices was predictive of positive exposure to mass-media and negative exposure to IPC. This latter finding was unexpected and may suggest people with IADs consume health online and feel less inclined to participate in IPC activities. Caregivers with technology and internet access may benefit from media-based interventions, whereas those with limited access may benefit from traditional interpersonal mediums.
Key messages
Future community health efforts in similar rural regions, should consider the use of both mass media and interpersonal communication interventions to influence health behaviors. Use of internet-accessible technology was positively related to exposure to the mass media campaign while negatively related to IPC exposure.
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