Overview
Communication and Malaria Initiative in Tanzania (COMMIT) is Tanzania’s flagship behavior change communication (BCC) program for malaria. It is a five year project funded by USAID and the President’s Malaria Initiative (PMI). CCP leads COMMIT in partnership with Jhpiego, Population Services International (PSI), the Research Triangle Institute (RTI), PMI and the Tanzania Ministry of Health and National Malaria Control Program (NMCP). The program is implementing a comprehensive strategy for behavior change and communication in the prevention and case management of malaria in mainland Tanzania. Specifically, COMMIT supports the NMCP Communication Strategy objectives of (1) influencing positive behavior change among target audiences through a comprehensive approach, (2) improving the flow of information to key target audiences, and (3) advocacy to raise the profile of malaria.
Accomplishments
More than 3 million people reached directly through a variety of community mobilization and outreach activities. This includes discussions and group meeting with Community Change Agents, Mobile Video Unit shows and Road Shows. All activities are focused on the main malaria messages of sleeping under ITNs, malaria in Pregnancy and under-five case management.
More than 1,500 village-based community members who command respect in their communities have been trained as community change agents (CCAs). CCAs organize and conduct interpersonal communication and facilitate educational events with community members, focusing on the importance of using ITNs, proper treatment-seeking behavior, prevention of malaria during pregnancy, and preparing communities to accept indoor residual spraying (IRS).
COMMIT produced the feature film Chumo, a love story set on the Swahili Coast that subtly yet effectively educates viewers on the dangers of malaria in pregnancy and how to prevent it. The film has won several awards at film festivals worldwide, and is being distributed throughout Tanzania via COMMIT’s network of mobile video units and through other national distribution channels.
The Pata Pata children’s radio program encourages children 8-12 to take action within their own homes to ensure their whole family is protected from malaria. Using a fun and engaging Saturday morning radio program format, children follow the adventures of Kinara, her nemesis Annie Anopheles, and other characters as they learn about malaria prevention, care and repair of LLINs, and the importance of going quickly to the hospital for fever.
Journalist Against Malaria Network established with a core group of print, TV, and radio journalists working together to ensure malarial is on the national and local agenda. The network will work to disseminate correct information on malaria prevention, as well as to act as a watchdog on the implementation of malaria programs in Tanzania.
The "Malaria Haikubaliki" (Malaria is Unacceptable) Campaign launched in coordination with implementing partners. The radio campaign 16 serial PSAs and 16 2 Minutes of Wisdom spots that use well respected and known personalities to share their stories about malaria and offer sage advice.
A recent study conducted by CCP in two of COMMITs target regions shows that 65% of people had seen either a road show or mobile video unit presentation in 2008-09. Those exposed to the activities had much higher self efficacy (71% vs. 35%) to take action to prevent and treat malaria than those who had not been exposed. More importantly, 76.6% of those who been exposed to the messaging and events had put all their children under an ITN the previous night; only 34.6% of the unexposed did the same.
