Factors Influencing the Uptake of a Mass Media Intervention to Improve Child Feeding in Bangladesh
This study examines the factors influencing uptake of infant and young child feeding messages promoted in TV spots that appeared nationwide in Bangladesh. The ads targeted mothers with children age 0 – 24 months; comprehension of the different ads varied greatly, from 33% to 96% of participants recalling the messages (data from surveys and semistructured interviews). Factors associated with comprehension included maternal age and frequency of frontline home visits. The ads themselves benefitted from believability, identification, and feasibility of practicing recommended behaviors.