Can media campaigns reduce child mortality?

A mass media campaign in Burkina Faso is being tested to see if it can measurably reduce child deaths. This matters because many low-income countries, particularly in Africa, struggle to scale up proven health interventions. Mass media—radio, television, public announcements—can reach millions of people cheaply, but it is not known whether simply broadcasting health advice can change enough family behaviours to actually save lives. The research targets a range of everyday practices, such as feeding, hygiene, and care-seeking, to see if a comprehensive campaign can shift them. If the campaign works, it would offer a practical, low-cost tool for reducing child mortality that governments and aid organisations could roll out across entire regions without needing clinics or trained staff. The trial is designed to detect a reduction in post-neonatal under-5 child mortality of 19-20%. Success would mean that a radio jingle or a televised drama could become as standard a public health intervention as a vaccine campaign.