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Al Om Al Waaia - Egypt

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Egypt's elevated infant mortality rate due to diarrhea and dehydration lead the National Control of Diarrheal Diseases Project (NCDDP) to launch a mass media campaign aimed at informing mothers about this critical issue, and how to handle the disease in their own homes. In 1983, information on dehydration and its treatment had never been available to the majority of the population. Confirming this, the project's baseline survey showed that only 32% of the sample had heard of dehydration, and only a very insignificant number of mothers (1.5) had ever heard of oral rehydration therapy (ORT).

This campaign aimed to provide Egyptian mothers with:
  • an awareness of the seriousness of diarrhea and dehydration;
  • knowledge of how to manage the disease correctly; and
  • an understanding of the principles behind oral rehydration therapy.
Communication Strategies

The campaign had two components. A 3-month radio campaign featuring Al Om Al Waaia ('The Aware Mother'), used a variety show format to raise awareness of the issues. Drama, songs, prize competitions, and interviews with mothers all served as vehicles for conveying the programme's main messages. This programme was aired over 3 months in 1993 in the Alexandria region. The second part of the campaign consisted of two television spots aired nationally over one month. Print materials were developed to accompany the mass media materials.

Development Issues

Health, Nutrition, Child Health, Child Mortality, Early Child Development.

Key Points

Evaluation results showed that the television campaign was more effective than radio in reaching the target audience.

The increase in awareness of diarrhea, dehydration, and oral rehydration therapy increased dramatically as a result of the television spots: over 87% of those surveyed were aware of ORT and 36% had acted on this newly acquired information by using ORT. By comparison, 47% of those exposed to the radio programme were aware of ORT and no respondents reported that they had acted on this newly acquired information.

Partners

Egypt's National Control of Diarrheal Diseases Project (NCDDP).

Sources

"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project

Comments

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Submitted by Anonymous (not verified) on Tue, 11/30/1999 - 00:00 Permalink

there isnt a percent of infant mortality rate for Egypt.