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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.",{"@graph":69,"@context":122},[70,84,105],{"@type":71,"itemListElement":72},"BreadcrumbList",[73,77,79,82],{"item":74,"name":75,"@type":76,"position":8},"https://docshare.wps.com","Home","ListItem",{"item":78,"name":9,"@type":76,"position":14},"https://docshare.wps.com/document/",{"item":80,"name":35,"@type":76,"position":81},"https://docshare.wps.com/document/healthcare/",3,{"item":83,"name":65,"@type":76,"position":19},"https://docshare.wps.com/document/targeting-men-to-improve-maternal-and-child-health-and-nutrition-a-qualitative-process-evaluation-of-a-mass-media-campaign-in-tanzanias-lake-zone/419557/",{"url":83,"name":65,"@type":85,"image":86,"author":91,"headline":65,"publisher":94,"fileFormat":97,"inLanguage":63,"description":67,"dateModified":98,"datePublished":99,"encodingFormat":97,"isAccessibleForFree":100,"interactionStatistic":101},"DigitalDocument",{"url":87,"@type":88,"width":89,"height":90},"https://docshare.wps.com/thumbnails/targeting-men-to-improve-maternal-and-child-health-and-nutrition-a-qualitative-process-evaluation-of-a-mass-media-campaign-in-tanzanias-lake-zone/419557.png","ImageObject",300,407,{"name":92,"@type":93},"Elsa","Person",{"url":74,"name":95,"@type":96},"DocShare","Organization","application/pdf","2026-11-06","2026-09-28",true,{"@type":102,"interactionType":103,"userInteractionCount":44},"InteractionCounter",{"@type":104},"ViewAction",{"@type":106,"mainEntity":107},"FAQPage",[108,114,118],{"name":109,"@type":110,"acceptedAnswer":111},"What was the main goal of the mass media campaign evaluated in the study?","Question",{"text":112,"@type":113},"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.","Answer",{"name":115,"@type":110,"acceptedAnswer":116},"How did the researchers evaluate the campaign’s impact?",{"text":117,"@type":113},"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.",{"name":119,"@type":110,"acceptedAnswer":120},"What benefits did fathers report after exposure to radio and TV messages?",{"text":121,"@type":113},"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.","https://schema.org",{"og:url":83,"og:type":124,"og:title":65,"og:site_name":95,"og:description":67},"article",{"robots":126,"canonical":83},"index,follow",{"doc_id":128,"site_id":62},419557,1790794027,{"code":4,"msg":5,"data":131},{"doc_id":128,"user_id":132,"nickname":92,"user_avatar":133,"doc_module":4,"category_id":34,"category_name":35,"doc_title":65,"doc_description":67,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":44,"is_deleted":4,"is_public":8,"is_downloadable":8,"audit_status":8,"page_count":139,"language":140,"language_code":63,"site_id":62,"html_lang":63,"table_of_contents":141,"faqs":142,"seo_title":143,"seo_description":67,"update_tm":144,"read_time":36,"preview_page_count":4},137455077381,"https://ap-avatar.wpscdn.com/davatar_994ba38a5ba835b3df7d355c54d3ed8d","OPEN ACCESS  \nCitation: Kezakubi D, Remes P, Atugonza V, Kayanda R, Clare A, Humphrey A, et al.  \n(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  \nEditor: Kahsu Gebrekidan, Menzies School of Health Research: Charles Darwin University, AUSTRALIA  \nReceived: April 4, 2025  \nAccepted: November 22, 2025  \nPublished: January 2, 2026  \nCopyright: © 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.  \nData availability statement: All relevant data are within the manuscript and its Supporting  information files.  \nRESEARCH ARTICLE  \nTargeting men to improve maternal and child health and nutrition: A qualitative process evaluation of a mass media campaign in Tanzania’s Lake Zone  \nDotto Kezakubi1*, Pieter Remes1, Vianney Atugonza2, Rosemary Kayanda1, Abbie Clare3, Ada Humphrey3, Joanna Murray3, Roy Head3  \n1 Development Media International, Mwanza, Tanzania, 2 University of Minnesota, Twin Cities, Minnesota, United States of America, 3 Development Media International, London, United Kingdom  \n* [dotto.kezakubi@developmentmedia.net](dotto.kezakubi@developmentmedia.net)  \nAbstract  \nBackground  \nUndernutrition 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.  \nObjective  \nThis paper focuses on the qualitative findings relating to the impact of the campaign on men’s knowledge, attitudes, norms and behaviours.  \nMethods  \nThroughout 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.  \nResults  \nFathers 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  \nPLOS One | [https://doi.org/10.1371/journal.pone.0338437](https://doi.org/10.1371/journal.pone.0338437) January 2, 2026 1 / 16  \nFunding: 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.”.  \nCompeting interests: the authors have declared that no competing interests exist.  \nalso reported to increase men’s engagement in child health by encouraging exclusive breastfeeding and nutritious complementary feeding.  \nConclusion  \nMass 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.  \nIntroduction  \nAdequate nutrition is fundamental to child development [ 1] . Un","cbCaius0V2DA58Ki","https://ap.wps.com/l/cbCaius0V2DA58Ki","pdf",380074,16,"English","# Abstract\n## Background\n## Objective\n## Methods\n## Results\n## Conclusion","[{\"question\":\"What was the main goal of the mass media campaign evaluated in the study?\",\"answer\":\"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.\"},{\"question\":\"How did the researchers evaluate the campaign’s impact?\",\"answer\":\"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.\"},{\"question\":\"What benefits did fathers report after exposure to radio and TV messages?\",\"answer\":\"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.\"}]","Targeting men to improve maternal and child health and nutrition - A qualitative process evaluation of a mass media campaign in Tanzania’s Lake Zone | PDF",1790617495]