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The Financial Costs of Mass Media Interventions Used for Improving Breastfeeding Practices in Bangladesh, Burkina Faso, Nigeria, and Vietnam

Author

Listed:
  • Tina G. Sanghvi

    (Alive & Thrive Initiative, FHI Solutions, Washington, DC 20009, USA)

  • Rick Homan

    (GHPR—Health Services Research, FHI 360, Durham, NC 27701, USA)

  • Thomas Forissier

    (Alive & Thrive Initiative, FHI Solutions, New Delhi 110001, India)

  • Patricia Preware

    (Alive & Thrive Initiative, FHI Solutions, Washington, DC 20009, USA)

  • Auwalu Kawu

    (Alive & Thrive Initiative, FHI Solutions, Abuja 900271, Nigeria)

  • Tuan T. Nguyen

    (Alive & Thrive East Asia Pacific, FHI Solutions/FHI 360, Hanoi 11022, Vietnam)

  • Roger Mathisen

    (Alive & Thrive East Asia Pacific, FHI Solutions/FHI 360, Hanoi 11022, Vietnam)

Abstract

Breastfeeding is essential for child survival but globally less than fifty percent of infants receive adequate breastfeeding. Gaps in breastfeeding knowledge and misinformation are widespread. Mass media aims to motivate mothers and families, encourage care-seeking, improve social norms, and counteract misleading advertising. However, the costs and coverage of mass media are not well documented. Our study provides a cost-accounting of four large-scale mass media interventions and coverage obtained through mass media. We retrospectively calculated annual costs and costs per beneficiary of mass media interventions based on expenditure records in four countries. The interventions were a part of multi-component breastfeeding strategies in Bangladesh, Burkina Faso, Nigeria, and Vietnam. Annual costs ranged from 566,366 USD in Nigeria to 1,210,286 USD in Vietnam. The number of mothers of children under two years and pregnant women ranged from 685,257 to 5,566,882, and all designated recipients reached during the life of programs ranged from 1,439,040 to 11,690,453 in Burkina Faso and Bangladesh, respectively. The cost per mother varied from USD 0.13 USD in Bangladesh to 0.85 USD in Burkina Faso. Evaluations showed that mass media interventions reached high coverage and frequent exposure. This analysis documents the financial costs and budgetary needs for implementing mass media components of large-scale breastfeeding programs. It provides annual costs, cost structures, and coverage achieved through mass media interventions in four low- and middle-income countries.

Suggested Citation

  • Tina G. Sanghvi & Rick Homan & Thomas Forissier & Patricia Preware & Auwalu Kawu & Tuan T. Nguyen & Roger Mathisen, 2022. "The Financial Costs of Mass Media Interventions Used for Improving Breastfeeding Practices in Bangladesh, Burkina Faso, Nigeria, and Vietnam," IJERPH, MDPI, vol. 19(24), pages 1-19, December.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:24:p:16923-:d:1005529
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    References listed on IDEAS

    as
    1. Chris Desmond & Ruth M Bland & Gerard Boyce & Hoosen M Coovadia & Anna Coutsoudis & Nigel Rollins & Marie-Louise Newell, 2008. "Scaling-Up Exclusive Breastfeeding Support Programmes: The Example of KwaZulu-Natal," PLOS ONE, Public Library of Science, vol. 3(6), pages 1-9, June.
    2. Nguyen, T.T. & Alayón, S. & Jimerson, A. & Naugle, D. & Nguyen, P.H. & Hajeebhoy, N. & Baker, J. & Baume, C. & Frongillo, E.A., 2017. "The association of a large-scale television campaign with exclusive breastfeeding prevalence in Vietnam," American Journal of Public Health, American Public Health Association, vol. 107(2), pages 312-318.
    3. repec:aph:ajpbhl:10.2105/ajph.2016.303561_1 is not listed on IDEAS
    4. Horton, Susan, 1992. "Unit costs, cost - effectiveness, and financing of nutrition interventions," Policy Research Working Paper Series 952, The World Bank.
    Full references (including those not matched with items on IDEAS)

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