fome symposium 2015 | workshop 9: story-telling and other new methods of evaluation | sally gowland:...

Influencing Production through Insight:Development of Bangladesh Maternal and Child Health TV Programming

BBC Media ActionResearch and LearningSeptember 2015

► BBC’s international development NGO

► We aim to transform lives through media by giving people a voice and access to information

► We work through the BBC World Service and 500 local partners

Who we are

Governance and Rights

Health

Resilience & Humanitarian Response

Governance & Rights

Health

Resilience & Humanitarian Response

Who we are

Audiences sits at the heart of everything we do Audiences are at the heart of everything we do

TV drama Ujan Ganger Naiya – increasing the uptake of healthier reproductive, maternal and neonatal health

UGN Series 2 Promo subs and titles.mp4

Home Birth Preparedness

Behaviours

Discussion (helpful )

Women’sSupportive Attitudes

Agency(Physical)

Barriers to Medical Care

- Access

Self-efficacy for future

pregnancies

Supportive Social Norms

Knowledge

What are the key ‘predictors’ of the intended outcomes of birth preparedness behaviours among Bangladeshi mothers?

Complex analysis vs telling the story

Birth preparedness practice

Total effects

Direct effects

Indirect effects

Discussion .208 .196 .012

Barriers -.064 - -.064

Agency (physical)

.039 - .039

Social norms .180 .128 .052*

Knowledge .295 .286 .009*

Attitudes .083 .083 -

7

HousewifeBusy with Household Chores & Harvesting

I’m Maya. I have a five month old baby

Read till

Class 7

Brother in Law

Husband

Father in law

Sister in Law

Mother in law

Married at 17 Farmer

Age 19

8

I saw Rashid bhai saving money for the delivery.

Knowledge leads to positive attitudes and practice: I knew what preparations are important and so I felt

ready to take action

Yes, you know I think if we start taking preparations early it will

be good for us.

Do you think we need to start taking preparations now as well?

During Last pregnancy

9

Discussion also leads to positive attitudes and

practice: I discussed the

preparations needed with my husband and

mother in law

During Last pregnancy

10

no scope for discussion

shy to talk about delivery

less confident to talk

fear of the reaction of

husband or MiLdo not know what to

discuss about

But in my old village I didn’t see other women discussing birth preparations within

their family because:“I couldn’t plan as we had financial

problems. I wanted to bring pain killer

injection at home for labour pain but couldn’t. When I

talked to my husband he said

there is no money. So whom should I

discuss with?’’

Conclusions

• Translating complex analysis into a relatable format for our key audience ensured our research was used

• Research partnerships are crucial

• Our grounding for evaluation is stronger