FoME Symposium 2015 | Workshop 9: Story-telling and other New Methods of Evaluation | Sally Gowland:...
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Transcript of FoME Symposium 2015 | Workshop 9: Story-telling and other New Methods of Evaluation | Sally Gowland:...
Influencing Production through Insight:Development of Bangladesh Maternal and Child Health TV Programming
BBC Media ActionResearch and LearningSeptember 2015
► BBC’s international development NGO
► We aim to transform lives through media by giving people a voice and access to information
► We work through the BBC World Service and 500 local partners
Who we are
Governance and Rights
Health
Resilience & Humanitarian Response
Governance & Rights
Health
Resilience & Humanitarian Response
Who we are
Audiences sits at the heart of everything we do Audiences are at the heart of everything we do
TV drama Ujan Ganger Naiya – increasing the uptake of healthier reproductive, maternal and neonatal health
UGN Series 2 Promo subs and titles.mp4
Home Birth Preparedness
Behaviours
Discussion (helpful )
Women’sSupportive Attitudes
Agency(Physical)
Barriers to Medical Care
- Access
Self-efficacy for future
pregnancies
Supportive Social Norms
Knowledge
What are the key ‘predictors’ of the intended outcomes of birth preparedness behaviours among Bangladeshi mothers?
Complex analysis vs telling the story
Birth preparedness practice
Total effects
Direct effects
Indirect effects
Discussion .208 .196 .012
Barriers -.064 - -.064
Agency (physical)
.039 - .039
Social norms .180 .128 .052*
Knowledge .295 .286 .009*
Attitudes .083 .083 -
7
HousewifeBusy with Household Chores & Harvesting
I’m Maya. I have a five month old baby
Read till
Class 7
Brother in Law
Husband
Father in law
Sister in Law
Mother in law
Married at 17 Farmer
Age 19
8
I saw Rashid bhai saving money for the delivery.
Knowledge leads to positive attitudes and practice: I knew what preparations are important and so I felt
ready to take action
Yes, you know I think if we start taking preparations early it will
be good for us.
Do you think we need to start taking preparations now as well?
During Last pregnancy
9
Discussion also leads to positive attitudes and
practice: I discussed the
preparations needed with my husband and
mother in law
During Last pregnancy
10
no scope for discussion
shy to talk about delivery
less confident to talk
fear of the reaction of
husband or MiLdo not know what to
discuss about
But in my old village I didn’t see other women discussing birth preparations within
their family because:“I couldn’t plan as we had financial
problems. I wanted to bring pain killer
injection at home for labour pain but couldn’t. When I
talked to my husband he said
there is no money. So whom should I
discuss with?’’
Conclusions
• Translating complex analysis into a relatable format for our key audience ensured our research was used
• Research partnerships are crucial
• Our grounding for evaluation is stronger