Is radio an effective method for delivering actionable information for responding to emerging pest threats? A case study of fall armyworm campaign in Zambia

Background The Fall Army Work (FAW) radio campaign was implemented between November 2018 and April 2019 in key maize growing areas and locations with reported high severity of fall armyworm as identified by national stakeholders. We evaluated the effectiveness of radio mass extension campaign in achieving scale, and effect on farmers’ knowledge and uptake of management practices for fall armyworm (FAW). We also assessed the factors determining farmers’ participation in radio campaign, to inform future and similar campaigns. Methods Data were gathered through a household survey targeting locations where the campaign was implemented; and 250 male and 215 female farmers were surveyed. The study was conducted in four of the seven provinces where the campaign took place—Eastern, Luapula, Copperbelt and Southern provinces. Selection of the sample provinces was based on reported rainfall distribution during the season and severity of FAW infestation, radio coverage areas and maize growing intensities. Results The radio campaign reached an estimated 1.4 million farmers. Survey results show that both male and female radio listeners were significantly more aware of fall armyworm, and more likely to adopt management practices than non-radio listeners, in particular preventive measures such as frequent monitoring, intercropping and crop rotation. This means that participation in the radio-based extension campaign significantly increased farmers’ knowledge and stimulated uptake of management practices for FAW. However, the survey showed that only 49% of the respondents listened to at least one FAW radio episode. Predictors of farmer participation in radio campaign were; gender, education level, and maize farm size. Conclusions The results imply that deliberate promotion of such programs would enhance listenership and improve interactivity while at the same time integrating other extension approaches. The integration also provides opportunities for equally reaching women as men, given the observed digital divide.

Evaluating Two Common Strategies for Research Participant Recruitment Into Autism Studies: Observational Study

Background Ongoing research is necessary to better understand the causes of autism spectrum disorder (ASD), the developmental outcomes for individuals diagnosed with ASD, and the efficacy of the interventions. However, it is often difficult to recruit sufficient numbers of participants for studies, and despite the prevalence of ASD (currently estimated to affect 1 in 54 children), little research has focused on how to efficiently recruit participants with ASD. Objective The aim of this study was to determine the efficacy of two different paid advertisements—social media and radio advertising—in recruiting participants for a study enrolling people with ASD and their family members by examining the number of participants enrolled, the cost per participant, and the geographic reach of each type of advertising. Methods We examined participant enrollment in a study following nonoverlapping paid advertisements on a popular FM radio station (aired in three cities across two states) and Facebook (six advertisements that ran in five cities across two states). The total paid investment in the radio campaign was $12,030 and that in the Facebook campaign was $2950. Following the advertising campaigns, 1391 participants in the study who were affiliated with the Houston, Texas, site received email invitations to participate in a brief survey about the ways in which they learned about the study (eg, social media, medical provider, website) and which of these were most influential in their decisions to participate; 374 (26.8%) of the participants completed this survey. Results Social media advertising outperformed radio in all three parameters examined by enrolling more participants (338 vs 149), with a lower average cost per participant ($8.73 vs $80.74) and a wider geographic reach, based on a comparison of the number of zip codes within and outside of Texas for questionnaire respondents who rated social media as the most influential method of contact (n=367, χ21=5.85, P=.02). Of the 374 survey participants, 139 (37.2%) reported that they had seen the study on social media prior to enrollment, while only 9 (2.4%) said they heard about it via radio. Conclusions Our findings suggest that advertising on social media can efficiently reach a large pool of potential participants with ASD, increasing the likelihood of meeting study enrollment goals. Researchers should consider allocating at least some portion of recruitment dollars to social media platforms as a means of quickly and inexpensively reaching out to their target populations, including for studies with in-person procedures.

PARE0035 WHAT IS YOUR HEALTH ACTION IN 2020?

Background:At the turn of the year and decade, it is a time when magazine columns and social media channels are full of New Year’s resolutions. We are thinking about weight control, fewer kilos, healthier lifestyles, increased mobility, mental well-being, more time with family and friends, learning new things, etc. For many New Year’s resolution is related to well-being, often a healthier diet and exercise.What if these promises were properly inspired? What if we encouraged people to make especially good decisions supporting musculoskeletal health and do good deeds?The Finnish Rheumatism Association and its partners started this project to encourage people make health promoting new year resolutions and tell them publicly.Objectives:The aim of the project is to promote the musculoskeletal health of the population and to raise citizens’ awareness of musculoskeletal health and illness. The purpose of the project is to inspire people to make promises and do deeds to support of musculoskeletal health. The project utilized people’s tendency to make New Year’s resolutions.Even small actions and everyday life changes are going in the right direction. Anyone can participate and have successful experience.Methods:The project is online atwww.tinjanhuoltamo.fiThe website briefly describes the background of the project. It includes links to additional information and reliable sources, and provides guidance on how people with RMD’s can have a healthier life.The project utilized the social media and participants were encouraged to make #lpromise updates for various social media channels. Campaign started at the beginning of December 2019. The radio campaign focused on Christmas holidays. Promises were made for the New Year´s Eve and some of them during January.We sent materials and tasks every week for online groups and email lists. Tinja’s Service Station acted as a personal trainer but online. We took advantage of a modern, interactive online environment where people shared their habits and experiences.All those who kept their promises till 2/29/2020 participated in a competition, where the prize was the winner’s choice of a welfare event, or a season ticket to a sports club or a local Rheumatism Organisation exercise group.Results:The Service Station turned out to be more interesting than expected. The Facebook group had 450 members and the email-group 75 people. The quantities exceeded our expectations.Physical exercise attracted the promises most. Good second was nutrition.Our social media campaign was not as successful as we had hoped for. It may be that people are too cautious of making public New Year’s Resolutions. The radio campaign managed to bring some more people to the email group, not so many for the Facebook group. It seemed a good idea to expand the campaign from social media to radio. The radio campaign reached people nationwide and there was a small peak in the Rheumatism Association website visits.Conclusion:This was quite nice and different project. It seemed that one act of health easily led to another and created a positive vicious circle. We start the project with good will and without blame. Changing one’s own activities and promoting future health require will and motivation. Motivation was the initiator of the action. A clear and realistic goal setting and a decision to reach the goal helped motivate.At the end of the March we will sum up the final results and pick up good examples for musculoskeletal health actions. It is already certain that we will renew the project at the end of the year. A service station is a great low-threshold place where you can, in a good spirit, get support for your lifestyle changes.Disclosure of Interests:None declared

Evaluating Two Common Strategies for Research Participant Recruitment Into Autism Studies: Observational Study (Preprint)

BACKGROUND Ongoing research is necessary to better understand the causes of autism spectrum disorder (ASD), the developmental outcomes for individuals diagnosed with ASD, and the efficacy of the interventions. However, it is often difficult to recruit sufficient numbers of participants for studies, and despite the prevalence of ASD (currently estimated to affect 1 in 54 children), little research has focused on how to efficiently recruit participants with ASD. OBJECTIVE The aim of this study was to determine the efficacy of two different paid advertisements—social media and radio advertising—in recruiting participants for a study enrolling people with ASD and their family members by examining the number of participants enrolled, the cost per participant, and the geographic reach of each type of advertising. METHODS We examined participant enrollment in a study following nonoverlapping paid advertisements on a popular FM radio station (aired in three cities across two states) and Facebook (six advertisements that ran in five cities across two states). The total paid investment in the radio campaign was $12,030 and that in the Facebook campaign was $2950. Following the advertising campaigns, 1391 participants in the study who were affiliated with the Houston, Texas, site received email invitations to participate in a brief survey about the ways in which they learned about the study (eg, social media, medical provider, website) and which of these were most influential in their decisions to participate; 374 (26.8%) of the participants completed this survey. RESULTS Social media advertising outperformed radio in all three parameters examined by enrolling more participants (338 vs 149), with a lower average cost per participant ($8.73 vs $80.74) and a wider geographic reach, based on a comparison of the number of zip codes within and outside of Texas for questionnaire respondents who rated social media as the most influential method of contact (n=367, χ²₁=5.85, <i>P</i>=.02). Of the 374 survey participants, 139 (37.2%) reported that they had seen the study on social media prior to enrollment, while only 9 (2.4%) said they heard about it via radio. CONCLUSIONS Our findings suggest that advertising on social media can efficiently reach a large pool of potential participants with ASD, increasing the likelihood of meeting study enrollment goals. Researchers should consider allocating at least some portion of recruitment dollars to social media platforms as a means of quickly and inexpensively reaching out to their target populations, including for studies with in-person procedures.

Cost-effectiveness and economies of scale of a mass radio campaign to promote household life-saving practices in Burkina Faso

IntroductionChild health promotion through mass media has not been rigorously evaluated for cost-effectiveness in low-income and middle-income countries. We assessed the cost-effectiveness of a mass radio campaign on health-seeking behaviours for child survival within a trial in Burkina Faso and at national scale.MethodsWe collected provider cost data prospectively alongside a 35-month cluster randomised trial in rural Burkina Faso in 2012–2015. Out-of-pocket costs of care-seeking were estimated through a household survey. We modelled intervention effects on child survival based on increased care-seeking and estimated the intervention’s incremental cost-effectiveness ratio (ICER) in terms of the cost per disability-adjusted life year (DALY) averted versus current practice. Model uncertainty was gauged using one-way and probabilistic sensitivity analyses. We projected the ICER of national-scale implementation in five sub-Saharan countries with differing media structures. All costs are in 2015 USD.ResultsThe provider cost of the campaign was $7 749 128 ($9 146 101 including household costs). The campaign broadcast radio spots 74 480 times and 4610 2-hour shows through seven local radio stations, reaching approximately 2.4 million people including 620 000 direct beneficiaries (pregnant women and children under five). It resulted in an average estimated 24% increase in care-seeking for children under five and a 7% reduction in child mortality per year. The ICER was estimated at $94 ($111 including household costs (95% CI −38 to 320)). The projected provider cost per DALY averted of a national level campaign in Burkina Faso, Burundi, Malawi, Mozambique and Niger in 2018–2020, varied between $7 in Malawi to $27 in Burundi.ConclusionThis study suggests that mass-media campaigns can be very cost-effective in improving child survival in areas with high media penetration and can potentially benefit from considerable economies of scale.Trial registration numberNCT01517230; Results.

Modelling the effect of a mass radio campaign on child mortality using facility utilisation data and the Lives Saved Tool (LiST): findings from a cluster randomised trial in Burkina Faso

BackgroundA cluster randomised trial (CRT) in Burkina Faso was the first to demonstrate that a radio campaign increased health-seeking behaviours, specifically antenatal care attendance, health facility deliveries and primary care consultations for children under 5 years.MethodsUnder-five consultation data by diagnosis was obtained from primary health facilities in trial clusters, from January 2011 to December 2014. Interrupted time-series analyses were conducted to assess the intervention effect by time period on under-five consultations for separate diagnosis categories that were targeted by the media campaign. The Lives Saved Tool was used to estimate the number of under-five lives saved and the per cent reduction in child mortality that might have resulted from increased health service utilisation. Scenarios were generated to estimate the effect of the intervention in the CRT study areas, as well as a national scale-up in Burkina Faso and future scale-up scenarios for national media campaigns in five African countries from 2018 to 2020.ResultsConsultations for malaria symptoms increased by 56% in the first year (95% CI 30% to 88%; p<0.001) of the campaign, 37% in the second year (95% CI 12% to 69%; p=0.003) and 35% in the third year (95% CI 9% to 67%; p=0.006) relative to the increase in the control arm. Consultations for lower respiratory infections increased by 39% in the first year of the campaign (95% CI 22% to 58%; p<0.001), 25% in the second (95% CI 5% to 49%; p=0.010) and 11% in the third year (95% CI −20% to 54%; p=0.525). Diarrhoea consultations increased by 73% in the first year (95% CI 42% to 110%; p<0.001), 60% in the second (95% CI 12% to 129%; p=0.010) and 107% in the third year (95% CI 43% to 200%; p<0.001). Consultations for other diagnoses that were not targeted by the radio campaign did not differ between intervention and control arms. The estimated reduction in under-five mortality attributable to the radio intervention was 9.7% in the first year (uncertainty range: 5.1%–15.1%), 5.7% in the second year and 5.5% in the third year. The estimated number of under-five lives saved in the intervention zones during the trial was 2967 (range: 1110–5741). If scaled up nationally, the estimated reduction in under-five mortality would have been similar (9.2% in year 1, 5.6% in year 2 and 5.5% in year 3), equating to 14 888 under-five lives saved (range: 4832–30 432). The estimated number of lives that could be saved by implementing national media campaigns in other low-income settings ranged from 7205 in Burundi to 21 443 in Mozambique.ConclusionEvidence from a CRT shows that a child health radio campaign increased under-five consultations at primary health centres for malaria, pneumonia and diarrhoea (the leading causes of postneonatal child mortality in Burkina Faso) and resulted in an estimated 7.1% average reduction in under-five mortality per year. These findings suggest important reductions in under-five mortality can be achieved by mass media alone, particularly when conducted at national scale.