The Philani Movie study : a cluster randomized controlled trial of a mobile video entertainment-education intervention to promote exclusive breastfeeding in South Africa

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dc.contributor.authorAdam, Mayaen_ZA
dc.contributor.authorTomlinson, Mark (Mark R.)en_ZA
dc.contributor.authorLe Roux, Ingriden_ZA
dc.contributor.authorLeFevre, Amnesty E.en_ZA
dc.contributor.authorMcMahon, Shannon A.en_ZA
dc.contributor.authorJohnston, Jamieen_ZA
dc.contributor.authorKirton, Angelaen_ZA
dc.contributor.authorMbewu, Nokwaneleen_ZA
dc.contributor.authorStrydom, Stacy-Leighen_ZA
dc.contributor.authorProber, Charlesen_ZA
dc.contributor.authorBärnighausen, Tillen_ZA
dc.date.accessioned2021-07-28T12:58:03Z
dc.date.available2021-07-28T12:58:03Z
dc.date.issued2019
dc.descriptionCITATION: Adam, M., et al. 2019. The Philani MOVIE study : a clusterrandomized controlled trial of a mobile video entertainment-education intervention to promote exclusive breastfeeding in South Africa. BMC Health Services Research, 19:211, doi:10.1186/s12913-019-4000-x.
dc.descriptionThe original publication is available at https://bmchealthservres.biomedcentral.com
dc.description.abstractBackground: In South Africa, rates of exclusive breastfeeding remain low and breastfeeding promotion is a national health priority. Mobile health and narrative entertainment-education are recognized strategies for health promotion. Inhome counseling by community health workers (CHWs) is a proven breastfeeding promotion strategy. This protocol outlines a cluster-randomized controlled trial with a nested mixed-methods evaluation of the MObile Video Intervention for Exclusive breastfeeding (MOVIE) program. The evaluation will quantify the causal effect of the MOVIE program and generate a detailed understanding of the context in which the intervention took place and the mechanisms through which it enacted change. Findings from the study will inform the anticipated scale-up of mobile video health interventions in South Africa and the wider sub-Saharan region. Methods: We will conduct a stratified cluster-randomized controlled trial in urban communities of the Western Cape, to measure the effect of the MOVIE intervention on exclusive breastfeeding and other infant feeding practices. Eightyfour mentor-mothers (CHWs employed by the Philani Maternal Child Health and Nutrition Trust) will be randomized 1:1 into intervention and control arms, stratified by neighborhood type. Mentor-mothers in the control arm will provide standard of care (SoC) perinatal in-home counseling. Mentor-mothers in the intervention arm will provide SoC plus the MOVIE intervention. At least 1008 pregnant participants will be enrolled in the study and mother-child pairs will be followed until 5 months post-delivery. The primary outcomes of the study are exclusive breastfeeding at 1 and 5 months of age. Secondary outcomes are other infant feeding practices and maternal knowledge. In order to capture human-centered underpinnings of the intervention, we will conduct interviews with stakeholders engaged in the intervention design. To contextualize quantitative findings and understand the mechanisms through which the intervention enacted change, end-line focus groups with mentor-mothers will be conducted. Discussion: This trial will be among the first to explore a video-based, entertainment-education intervention delivered by CHWs and created using a community-based, human-centered design approach. As such, it could inform health policy, with regards to both the routine adoption of this intervention and, more broadly, the development of other entertainment-education interventions for health promotion in under-resourced settings.en_ZA
dc.description.urihttps://bmchealthservres.biomedcentral.com/articles/10.1186/s12913-019-4000-x
dc.description.versionPublisher's version
dc.format.extent14 pages ; illustrations
dc.identifier.citationAdam, M., et al. 2019. The Philani MOVIE study : a clusterrandomized controlled trial of a mobile video entertainment-education intervention to promote exclusive breastfeeding in South Africa. BMC Health Services Research, 19:211, doi:10.1186/s12913-019-4000-x
dc.identifier.issn1472-6963 (online)
dc.identifier.otherdoi:10.1186/s12913-019-4000-x
dc.identifier.urihttp://hdl.handle.net/10019.1/110785
dc.language.isoen_ZAen_ZA
dc.publisherBMC (part of Springer Nature)
dc.rights.holderAuthors retain copyright
dc.subjectWireless communication systems in medical care -- South Africaen_ZA
dc.subjectBreastfeeding promotion -- South Africaen_ZA
dc.titleThe Philani Movie study : a cluster randomized controlled trial of a mobile video entertainment-education intervention to promote exclusive breastfeeding in South Africaen_ZA
dc.typeArticleen_ZA
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