Future campaigns

This page describes the campaigns for which we are currently fundraising. The first section lists campaigns in current DMI countries (Burkina Faso, DRC and Mozambique). The second section discusses priority campaigns in new countries (currently Tanzania, Niger and Mali). The final section discusses our long-term plans. If you would like to discuss partnership opportunities for any of these projects, please contact us.


Campaigns in current DMI countries

BURKINA FASO: Family planning RCT (2015-2019)

We have recently secured $4.5m (from a total budget of $4.9m) to run a second RCT in Burkina Faso. This will test the impact of a community radio campaign on family planning (the primary outcome will be modern contraceptive prevalence).  We are seeking a third funder to provide the remaining $400,000 needed for this project. 

BURKINA FASO: Child survival national campaign (2015-)

We are looking for additional funders to support our ongoing child survival national radio campaign from early 2016. We have the capacity to broadcast messages on related topics, such as early childhood development and maternal health and nutrition, alongside our 'core' set of child survival messages. 

DRC: Child survival radio campaign (2016-)

We are currently fundraising for the second phase of our child survival radio campaign in DRC (from January to December 2016). Our ambition is that this will operate across all 11 provinces, broadcasting on 51 radio stations, reaching 12 million people and saving 13,700 lives. We will rebroadcast the materials produced in 2015. This second phase will be five times more cost-effective than the first. The total cost of this one-year second phase is $850,000; DMI is seeking to secure these funds by the end of 2015. We also have the capacity to broadcast messages on related topics, such as early childhood development and maternal health and nutrition, alongside our 'core' set of child survival messages. 

MOZAMBIQUE: Reproductive, maternal, newborn and child health radio and TV campaign (2016-)

INTENSAÚDE is a planned DMI health mass media campaign supported by the Ministry of Health in Mozambique. The campaign will focus on reproductive, maternal, newborn and child health. DMI has already secured an initial grant of $2.5m from Unorthodox Philanthropy, a US foundation, and we are now looking to secure $2m to cover the remaining costs of the first two years of the campaign.

MOZAMBIQUE: Tuberculosis mass media study (2016-)

The existing evidence base potentially underestimates the impact of mass media as a tool for generating demand for TB diagnostic testing and treatment at a population level. DMI is proposing to conduct an 18-month research study in Mozambique, to test the impact of a radio and television behaviour change campaign on demand for tuberculosis diagnostic testing and treatment. The estimated budget is $1.55m.


Campaigns in new countries

Early childhood development campaign in Tanzania

In 2011 and 2014, DMI and the University of the West Indies produced a series of short training films to encourage parents in several countries to talk to and play with their young children. 

DMI is now partnering with Zungumza na Mtoto Mchanga (Talk to Your Baby, ZUMM) to develop and secure funds for an 18-month nationwide mass media campaign in Tanzania, to promote enhanced early childhood development. 

The first year of life presents a crucial opportunity for parents to develop the cognitive abilities of their children, simply by talking to them, a great deal, and in the right way. Children who have good spoken language skills (understanding, vocabulary and beginning to put words together) at the age of two enjoy much greater success at school (and in later life). However, few parents in Tanzania talk very much to their children before they themselves start talking. This is a huge missed opportunity, yet it is straightforward to persuade parents to talk to their babies by educating them about the benefits (an immediate reward of joyful interaction, and a long-term increase in their child’s cognitive capabilities and success). ZUMM has demonstrated that this works well at a small scale in Tanzania. DMI and ZUMM are partnering to bring this proven and cost-effective intervention to national scale in Tanzania through a mass media campaign. 

Gender equality campaigns in the Sahel

Girls and young women in sub-Saharan Africa are generally less educated, less healthy, and less free than their male peers. Girls and young women often do not enjoy the basic rights and protections of citizenship, including the right to attend school or to access quality healthcare services and information. This gender inequality is particularly pronounced in the Sahel region of Africa (broadly speaking, the semi-arid area south of the Sahara that includes Senegal, Mauritania, Mali, Burkina Faso, Niger, northern Nigeria, Chad, South Sudan, Sudan and Eritrea). In this region, there are particularly strong linkages between gender inequality, low educational attainment of girls, high fertility rates and high maternal and infant mortality. The region sees some of the worst key indicators for women and children in the world. Women in the region are 470 times more likely to die from pregnancy and childbirth complications than women in the global north 

Tackling the social norms that underpin this inequality in gender roles is a huge undertaking. However, if it can be achieved, it will have huge and lasting impacts not only on health outcomes, but also on educational attainment, productivity and prosperity in some of the poorest countries in the world. Mass media can play a much bigger role in supporting this change than it currently does; however, we recognise that, where social norms are concerned, community-level efforts are also crucial. Media campaigns can help to scale up the many existing interpersonal community mobilisation and behaviour change interventions that target gender equality. Unlike community-level behaviour change interventions, mass media campaigns can be taken to national scale rapidly and cheaply, as long as there is high media penetration.  

We are currently designing mass media campaigns focused on gender equality and on maternal and child health in several countries in the Sahel (in particular Mali and Niger). 


Longer-term plans 

Our strategy is to prioritise working in countries with a high burden of disease, low coverage of the health interventions that can reduce maternal and child mortality, few existing health promotion campaigns, and strong media penetration, even in rural areas. Many (but not all) of these countries are in West and Central Africa.

By 2024 we plan to have scaled up to 10 countries in sub-Saharan Africa through our Media Million Lives initiative. This is based on the predictions of our mathematical model that mass media campaigns alone can reduce child mortality by up to 23%, and that running these campaigns in 10 countries will save a million lives. The map below shows the predicted number of under-five lives that we can save each year through mass media campaigns in a range of countries (hover over the country to see the predicted impact). The countries selected are illustrative, and their inclusion on this map does not necessarily mean that we are actively planning to work there.