Effect of 1000 days message disseminated through TV and radio on Maternal and Child Feeding practice, Mekelle City, Tigray region, Ethiopia.

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Addis Ababa Universty


Background: Undernutrition is one of the major public health challenges in Ethiopia. Poor nutritional and hygiene practice major contributors to the problem. Focusing on the crucial period from conception to the child 2nd birthday which is the 1000 days is the best time to tackle the burden of undernutrition.It ensures a good nutrition, healthy growth that has lasting benefit throughout life. One of the strategies is awareness creation using mass media which is tailored to the context of the target audiences. Addressing nutritional through behavioral communication have been done so far hence most of the messages aren’t consistent and doesn't bring satisfactory change. Objective: To assess the effect of 1000days message disseminated through TV /Radio on maternal and child feeding practice among mothers of childfren under two years. Method: This study was carried out in Mekelle city, Tigray region. It used Post - only community-based cross-sectional design using mixed method. A total of 602 mothers of under two children were selected using systematical random sampling. Additionally, 10 mothers of under two children’s and 3 key informants were interviewed. Quantitative data were analyzed using STATA version 14.Multiple linear regression analysis was done to identify predictors of feeding practice at 95%CI and P< 0.05 was used to determine the statistically significant association. Qualitative data was entered into open code version 4.02 for analysis then analyzed using content analysis. Result: 47.3% of respondents reported they had been exposed to 1000 days spots. Exposure to Tv spots was found to be high than radio. The top key message mostly recalled was exclusive breastfeeding. The model was explained by age of the child (β= 0.156, p<0.00195%CI 0.0128 to0.0399 ), exposure to the spots (β=0.113, p=0.003 95% CI 0.0556 to 0.4066),those who watched television at least once a week (β=0.182,p=0.010 95% CI 0.0217 to1.1854), Tigray ethnicity (β=0.109, p=0.008 95%CI 0.1429 to 0.9307) and those who are widowed (β= -0.109 p=0.005 95%CI -2.8129 to -0.5003 ) significantly predict maternal and child feeding practice by 12.77%. The spots were highly liked, especially its message. Gap has been found in conducting need assessment, pretesting, selecting appropriate messenger in the design of message which results in low quality of the spots.Conclusion: Although the media have done a significant contribution in feeding practice, there is still more to be done with respect to affecting behavior change. Identifying the crucial behavioral determinants for feeding practice in 1000 days may be an important first step in planning effective large-scale promotion programmes.