Development Media International (DMI) is set to implement a Maternal, Neonatal and Child Health (MNCH) project in Malawi aimed at improving health outcomes for mothers, newborns, and children through a targeted Social and Behavior Change (SBC) radio campaign.
DMI designs and implements evidence-based SBC campaigns to improve and save lives. The organization currently operates in several countries, including Malawi, Burkina Faso, Côte d’Ivoire, Ethiopia, Madagascar, Mauritania, Mozambique, South Sudan, Sudan, Tanzania, Uganda, and Zambia.
The new MNCH campaign in Malawi will be delivered exclusively through radio, broadcasting 35 spots in two local languages—Chichewa and Tumbuka—across three districts: Karonga, Dowa, and Mangochi. These districts were selected based on poor MNCH indicators and strong radio listenership.
Presenting the project to the District Executive Committee (DEC) in Dowa, DMI’s Senior Research Manager, Stephen Kumwenda, said the campaign aims to educate and empower communities on essential MNCH practices, promote positive health behaviors, and reduce preventable maternal and child deaths.
According to Kumwenda, DMI will conduct formative research to understand behaviors within their local context, develop campaign content and messages, pretest materials with target audiences, and implement intensive radio broadcasts. The organization will also carry out monitoring and evaluation activities throughout the campaign.
He explained that the campaign will promote early and consistent antenatal care (ANC) visits among pregnant women, increased use of insecticide-treated nets during pregnancy, exclusive breastfeeding, and improved early detection and treatment of diarrhea, pneumonia, and malaria among children under five.
“The campaign will use national and regional radio stations, including MBC 1, MBC 2, Zodiak, Radio Maria, Radio Islam, and Tuntufye, with the Africa Media Monitoring Agency supporting the monitoring of radio broadcasts,” said Kumwenda.
In his remarks, Dowa District Council’s Chief Administrative Officer, Mathews Mkandawire, urged all partners implementing interventions in the district to regularly share progress reports with the council.
Mkandawire further proposed that all partners launching new projects should sign a Memorandum of Understanding (MoU) with the council and the District CSO Network before field implementation to enhance cooperation, transparency, and accountability.