Role of mass media in increasing knowledge and practices of mothers on IYCF: findings from a community trial in rural Bangladesh

Poor IYCF (Infant and Young Children Feeding) practices are factors of poor nutrition among infants and young children in developing countries including Bangladesh. To address this problem, a national mass media campaign was launched using television channels along with home counseling. The study was designed to explore the effect of IYCF intervention on changing knowledge and practices of mothers in rural Bangladesh. The study used a cluster randomized trial design where six unions were randomized to allocate them to 'only mass media intervention (intervention-I)' or 'mass media + direct counseling (Intervention-II)'. Three unions were subjected to 'intervention-I' and the other three were subjected to 'intervention-II'. In intervention-I areas, the knowledge of initiation of breast feeding was improved by 8.5% and practice was improved by 23.7%. It was 17.9% and 16.6% respectively in intervention-II areas. In intervention-I areas knowledge about initiation of complementary feeding improved by 2.7% and in practice it was 19.3%. In intervention-II areas it was 8.6% and 21.3% respectively. Regarding giving the right quantity of complementary food, in intervention-I areas the improvement rate was 6.2% for children between 7-8 months old and 34% for children between 9-12 months old. In intervention-II areas it was 13.7% for children between 7-8 months old and 56.8% for children between 9-12 months old. Significant improvements were found in both the intervention areas, but changes were almost similar in both groups. Coverage of interpersonal communication was found to be very low. Improvement of IYCF knowledge and practice might be the contribution of mass media. South East Asia Journal of Public Health Vol.5(1) 2015: 18-24