Addressing social barriers and closing the gender knowledge gap: exposure to road shows is associated with more knowledge and more positive beliefs, attitudes and social norms regarding exclusive breastfeeding in rural Zimbabwe.

A, Jenkins; NV, Tavengwa; B, Chasekwa; K, Chatora; N, Taruberekera; W, Mushayi; RC, Madzima; MNN, Mbuya
Exclusive breastfeeding (EBF) is rarely practiced despite its significant child survival benefits. A key constraint to increasing EBF rates in Zimbabwe and most of the developing world is that key decision makers (fathers/partners and other family members) are often poorly informed about EBF and do not attend antenatal clinics where health information is routinely provided. Informed by formative research, a district-wide campaign was conducted in rural Zimbabwe to encourage EBF and expressing and heat treating (EHT) breast milk as a means to maintain EBF. The campaign combined traditional strategies of education, counselling and outreach through health service delivery with a novel road show 'edutainment' intervention to reach men and other community members. A post campaign evaluation measured the association of road show exposure with 20 knowledge items and summative scores of social norms, beliefs and attitudes obtained through exploratory factor analysis. In adjusted models, road show exposure was associated with correct EBF knowledge (β=1.0, 0.001), EHT knowledge (β=1.3, P
Research areas:
Year:
2012
Type of Publication:
Article
Journal:
Maternal & Child Nutrition
Volume:
8
Number:
4
Pages:
459-70
Month:
October
DOI:
10.1111/j.1740-8709.2011.00325.x
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The Zvitambo Institute for Maternal and Child Health Research is a multidisciplinary Zimbabwean organization that has developed and attracted expertise in various areas of biomedical and applied research and programming in the areas of maternal health, child health and growth, immunology, HIV/AIDS, nutrition, food security and livelihoods, WASH and counseling

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