by Sophie Sarrassat, Prof Nicolas Meda, Hermann Badolo et al.
The Lancet Global Health, Vol. 6, Issue 3, March 2018, pp. e330–e341
Media campaigns can potentially reach a large audience at relatively low cost but, to the author’s knowledge, no randomised controlled trials have assessed their effect on a health outcome in a low-income country. They conclude that a comprehensive radio campaign had no detectable effect on child mortality. Substantial decreases in child mortality were observed in both groups over the intervention period, reducing our ability to detect an effect. This, nevertheless, represents the first randomised controlled trial to show that mass media alone can change health-seeking behaviours.