Formative and Baseline Research
At the beginning of the project, SSDI-Communication conducted a baseline survey in the 15 SSDI focus districts. The survey was quantitative, and measured levels of predictors of positive health practices (such as knowledge, self-efficacy, risk perceptions, social normative perceptions) as well as self-reported practice of healthy behaviors. The results of this baseline survey served as comparison measures that, at the end of the project, contrasted the data collected during the endline survey to demonstrate where SSDI-Communication achieved behavioral and normative change, and where it did not. They survey also examined access to communication platforms and media, and preferences for receiving information about health.
To accompany the quantitative data collected during the baseline survey, SSDI-Communication also conducted a qualitative formative research study. The study results provided insight into Malawian men’s and women’s perceptions of “health,” what factors enable and support positive health practices and what factors are considered barriers to good health practices and good health outcomes. Those that participated in this research were also asked about the role of malaria as a threat to health, their perceptions regarding health care facilities and their preferences regarding sources of information.
Both the baseline survey and formative research provided vital insights that informed the design and implementation of the Moyo ndi Mpamba concept, brand, and campaign; the key messages included in SBCC materials and packages; the design of individual SBCC materials, packages, and platforms; and finally the implementation and dissemination of SBCC materials and messages.