Targeting men to improve maternal and child health and nutrition - A qualitative process evaluation of a mass media campaign in Tanzania’s Lake Zone

Sep 28, 2026

Uploaded by Elsa

The study examines qualitative findings on how a mass media campaign designed to shift gender norms and engage men influenced fathers’ knowledge, attitudes, norms, and behaviours in Tanzania’s Lake Zone. Undernutrition in the 1000 days after conception is framed as a major driver of lasting harm, with stunting targeted through improved child and maternal nutrition practices. Radio and TV broadcasting were evaluated using 59 focus group discussions analyzed thematically.

LanguageEnglish

CategoryHealthcare

FormatPDF

Pages16

Reading Time40 min

AccessFree to download

Abstract

Background

Objective

Methods

Results

Conclusion

OPEN ACCESS Citation: Kezakubi D, Remes P, Atugonza V, Kayanda R, Clare A, Humphrey A, et al. (2026) Targeting men to improve maternal and child health and nutrition: A qualitative process evaluation of a mass media campaign in Tanzania’s Lake Zone. PLoS One 21(1): e0338437. [https://doi.org/10.1371/journal](https://doi.org/10.1371/journal). pone.0338437 Editor: Kahsu Gebrekidan, Menzies School of Health Research: Charles Darwin University, AUSTRALIA Received: April 4, 2025 Accepted: November 22, 2025 Published: January 2, 2026 Copyright: © 2026 Kezakubi et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Data availability statement: All relevant data are within the manuscript and its Supporting information files. RESEARCH ARTICLE Targeting men to improve maternal and child health and nutrition: A qualitative process evaluation of a mass media campaign in Tanzania’s Lake Zone Dotto Kezakubi1*, Pieter Remes1, Vianney Atugonza2, Rosemary Kayanda1, Abbie Clare3, Ada Humphrey3, Joanna Murray3, Roy Head3 1 Development Media International, Mwanza, Tanzania, 2 University of Minnesota, Twin Cities, Minnesota, United States of America, 3 Development Media International, London, United Kingdom * [dotto.kezakubi@developmentmedia.net](dotto.kezakubi@developmentmedia.net) Abstract Background Undernutrition in the 1000 days following conception can cause lasting damage. In Tanzania malnutrition is directly or indirectly responsible for 35% of all deaths among children under five. The ASTUTE project, delivered in the five Lake Zone regions of Tanzania (Mwanza, Shinyanga, Geita, Kagera, Kigoma), aimed to reduce the prevalence of child stunting by improving child and maternal nutrition practices. The project incorporated a mass media campaign designed to change behaviours, with a particular emphasis on shifting gender norms and engaging men. Objective This paper focuses on the qualitative findings relating to the impact of the campaign on men’s knowledge, attitudes, norms and behaviours. Methods Throughout the period of radio and TV broadcasting, a qualitative process evaluation was conducted to assess the impact of the campaign on knowledge, attitudes, normsand behaviours. Between October 2017 and February 2020, a total of 59 focus group discussions were conducted with mothers, fathers and elder caregivers of a child aged under two years. Data were analyzed thematically. Results Fathers reported that radio and TV spots increased their participation in maternal health by accompanying their partners to the ANC, supporting their nutrition intake, and reducing the workload of the mother during pregnancy. Radio and TV spots were PLOS One | [https://doi.org/10.1371/journal.pone.0338437](https://doi.org/10.1371/journal.pone.0338437) January 2, 2026 1 / 16 Funding: This work was funded by UK Department for International Development (DFID) which is currently known as Foreign Commonwealth and Development Office (FCDO). This work was part of the project which aimed at reducing stunting in the Lakes Zones of Tanzania. The funder had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.”. Competing interests: the authors have declared that no competing interests exist. also reported to increase men’s engagement in child health by encouraging exclusive breastfeeding and nutritious complementary feeding. Conclusion Mass media campaigns that target men’s behaviour can have beneficial effects on maternal and child health. In particular, radio and TV messages targeting men appear to be able to mitigate some barriers arising from gender norms and women’s social position in Tanzania. Introduction Adequate nutrition is fundamental to child development [ 1] . Un

FAQs

What was the main goal of the mass media campaign evaluated in the study?

To reduce child stunting by improving child and maternal nutrition practices, with a focus on shifting gender norms and engaging men in caregiving and health-related support.

How did the researchers evaluate the campaign’s impact?

A qualitative process evaluation assessed changes during the period of radio and TV broadcasting, using thematic analysis of 59 focus group discussions with mothers, fathers, and elder caregivers of children under two.

What benefits did fathers report after exposure to radio and TV messages?

Fathers reported increased participation in maternal health by accompanying partners to ANC, supporting nutrition intake, and reducing the pregnancy workload of mothers, as well as greater engagement in child health through encouragement of exclusive breastfeeding and nutritious complementary feeding.

Sep 28, 2026

Uploaded by Elsa