Impact of a Health Education Program to Promote Consumption of Vitamin A Rich Foods in Bangladesh

Although Bangladesh has an abundant supply of inexpensive foods rich in beta-carotene close to 100 children go blind each day as a result of clinical vitamin A deficiency. This study evaluated the effectiveness of health education campaigns conducted in northern Bangladesh an area with a high incidence of xerophthalmia during 1986-89 to promote consumption of local foods rich in vitamin A. Community participation was key and local working teams monitored program approaches. In addition to the mass media two distinct types of communication channels were utilized: channel 1 communicating to individuals and groups through direct contacts (e.g. women volunteers project workers health workers rural leaders) and channel 2 one-way communication to audiences in community settings (e.g. schools folk singers village film showings training at the village level). An analysis of food consumption data for 2011 households in the 3 preceding days indicated campaign exposure had an overall positive effect on consumption of dark green leafy vegetables. The most effective communication channels were those that targeted individuals and groups in a traditional fashion (channel 1). However entertainment approaches such as folk singers and film showings had a weaker association with higher consumption of vitamin A-rich vegetables than use of women volunteers. Maternal illiteracy and low household income were major obstacles to comprehension and implementation of messages about proper nutritional habits through channel 2 but not channel 1 methodologies. Finally consumption of protein items was more common among those informed through the mass media.