Pre‐ and Post‐Evaluation of the Reach and Impact of a Nationwide Media Campaign to Promote Nutritional Services and Preventive Measures in Ethiopia: A Two‐Round Mobile Survey

Abstract

ABSTRACT Background and Aims The practice of health promotion intervention program planning largely depends on program development and evaluation. Program developed through social media and electronic media have brought about significant changes in nutrition‐related problems in the world. Therefore, this study was aimed at assessing on promoting preventive measures of nutritional services in Ethiopia. Methods This two‐round mobile survey used post‐comparison group evaluation design using Random Digit Dialing and an Interactive Voice Response. A total of 2704 participants completed survey at baseline and end‐line after the nutritional intervention. Then, a pre‐ and post‐evaluation data was collected using random digit dialing and an interactive voice response. To evaluate the media campaign's impact, the study examined outcomes related to nutritional knowledge, attitudes, and practices using post‐intervention comparison data. A propensity score matching analysis was used. Results Among the 2704 mobile subscribers who completed the survey questions, 88% versus 86% reported as knowledgeable, and 57% versus 52% had positive towards nutritional practice at end‐line and baseline, respectively. The propensity score matching analysis showed that exposure to the media campaign was significantly associated with knowledge of deworming (proportion difference, 0.30; 95% CI, 0.20, 0.49; p < 0.001, attitude of growth monitoring (0.70; 95% CI, 0.42, 0.99; p < 0.001), attitude of vitamin A (0.50; 95% CI, 0.20, 0.91; p < 0.001) and overall practice of Iron and folic acid (0.04; 95% CI, 0.02, 0.09; p < 0.0001). Conclusion The study highlights a strong synergistic relationship between media campaign interventions and the utilization of nutritional services. These findings also provide valuable insights for informing the design and implementation of future media campaigns in Ethiopia. To enhance the effectiveness of such interventions, field experts should address limitations in media reach and optimize exposure intensity through broader audience coverage and more frequent dissemination of campaign messages.