NCT05118373

Brief Summary

Since the start of the COVID-19 pandemic in Zambia, multiple information, education and communication (IEC) materials and strategies have been disseminated by national risk communication and community engagement (RCCE) committees to create awareness on the facts of the novel coronavirus, prevention measures and care-seeking options. To complement these efforts in Zambia, CIDRZ in collaboration with the London School of Hygiene and Tropical Medicine (LSHTM) are implementing an internationally produced communication campaign that promotes the uptake of four key behaviours to reduce the transmission of COVID-19, namely, hand washing with soap, mask wearing, social distancing and surface cleaning. The campaign presents these behaviours as a 'password' that should be enacted to get lives back to normal and was created by the Hygiene Behaviour Change Coalition (HBCC). The idea of a password has been used to symbolize access into a world where protective habits are practiced in order to get back a world that is corona free. The password in this case is Hands-Face-Space-Surface. This campaign is a mass media campaign that will be delivered through TV, radio and billboards. This study aims to evaluate the process and effect of the HBCC campaign on the uptake of COVID-19 preventative behaviours among people living in Lusaka and Copperbelt Provinces of Zambia.

Trial Health

87
On Track

Trial Health Score

Automated assessment based on enrollment pace, timeline, and geographic reach

Enrollment
2,004

participants targeted

Target at P75+ for not_applicable

Timeline
Completed

Started Aug 2021

Shorter than P25 for not_applicable

Geographic Reach
1 country

1 active site

Status
completed

Health score is calculated from publicly available data and should be used for screening purposes only.

Trial Relationships

Click on a node to explore related trials.

Study Timeline

Key milestones and dates

First Submitted

Initial submission to the registry

August 18, 2021

Completed
Same day until next milestone

Study Start

First participant enrolled

August 18, 2021

Completed
1 month until next milestone

Primary Completion

Last participant's last visit for primary outcome

September 23, 2021

Completed
Same day until next milestone

Study Completion

Last participant's last visit for all outcomes

September 23, 2021

Completed
2 months until next milestone

First Posted

Study publicly available on registry

November 12, 2021

Completed
Last Updated

November 12, 2021

Status Verified

November 1, 2021

Enrollment Period

1 month

First QC Date

August 18, 2021

Last Update Submit

November 11, 2021

Conditions

Evaluation Study

Keywords

Behavioural change, Evaluation, COVID-19

Outcome Measures

Primary Outcomes (1)

  • Behaviour Change

    Difference in proportion reporting one of three behaviors (masking, distancing and hand washing among those exposed and not exposed to the mass media campaign

    Two months of intervention

Secondary Outcomes (2)

  • Effective Reach

    Two months

  • Reach

    Two months

Study Arms (1)

Exposure

OTHER

The campaign targets 3 TV stations, 8 radio stations, 2 billboard companies and social media platforms including YouTube, Twitter, Facebook, Instagram and LinkedIn with an anticipated reach of 1,433,201 people in Lusaka and Copperbelt provinces. Of the targeted TV and radio media houses, two each are national stations and will reach beyond these two intervention provinces including to Central and Southern province with an estimated 8% and 11% mass-media penetration compared to 21% and 38% for Copperbelt and Lusaka respectively.

Behavioral: BEHAVIOURAL CHANGE CAMPAIGN FOR COVID-19 PREVENTION IN ZAMBIA

Interventions

BEHAVIOURAL CHANGE CAMPAIGN FOR COVID-19 PREVENTION IN ZAMBIABEHAVIORAL

The intervention is a mass media campaign using TV, radio, billboard and posters to disseminate the message. The content are well-produced videos and pictures emphasising the need to wash hands, wear a mask, maintain social distance and clean surfaces. The English version of the video can be viewed at this link: https://youtu.be/tcjaLAxy4Ms.

Exposure

Eligibility Criteria

Age18 Years+
Sexall
Healthy VolunteersYes
Age GroupsAdult (18-64), Older Adult (65+)

You may qualify if:

  • Must be 18years and above
  • Must reside in Lusaka, Copperbelt, Southern or Eastern Province
  • Volunteer to take part in the study

You may not qualify if:

  • Participants not from Lusaka, Copperbelt, Southern or Eastern Province

Contact the study team to confirm eligibility.

Sponsors & Collaborators

Study Sites (1)

Centre for Infectious Disease Research in Zambia

Lusaka, 10101, Zambia

Location

Related Publications (9)

  • Anwar A, Malik M, Raees V, Anwar A. Role of Mass Media and Public Health Communications in the COVID-19 Pandemic. Cureus. 2020 Sep 14;12(9):e10453. doi: 10.7759/cureus.10453.

    PMID: 33072461BACKGROUND

  • Adewuyi, E. O., 2016. Behavior Change Communication Using Social Media: A Review. THE INTERNATIONAL JOURNAL OF COMMUNICATION AND HEALTH, January.pp. 109-116.

    BACKGROUND

  • Abdullahi L, Onyango JJ, Mukiira C, Wamicwe J, Githiomi R, Kariuki D, Mugambi C, Wanjohi P, Githuka G, Nzioka C, Orwa J, Oronje R, Kariuki J, Mayieka L. Community interventions in Low-And Middle-Income Countries to inform COVID-19 control implementation decisions in Kenya: A rapid systematic review. PLoS One. 2020 Dec 8;15(12):e0242403. doi: 10.1371/journal.pone.0242403. eCollection 2020.

    PMID: 33290402BACKGROUND

  • CDC, 2012. Efforts to Prevent and Reduce Tobacco Use Among Young People., Atlanta GA: s.n.

    BACKGROUND

  • Curtis V, Dreibelbis R, Sidibe M, Cardosi J, Sara J, Bonell C, Mwambuli K, Ghosh Moulik S, White S, Aunger R. How to set up government-led national hygiene communication campaigns to combat COVID-19: a strategic blueprint. BMJ Glob Health. 2020 Aug;5(8):e002780. doi: 10.1136/bmjgh-2020-002780.

    PMID: 32764128BACKGROUND

  • Graffigna G, Bosio C, Savarese M, Barello M, Barello S. "#I-Am-Engaged": Conceptualization and First Implementation of a Multi-Actor Participatory, Co-designed Social Media Campaign to Raise Italians Citizens' Engagement in Preventing the Spread of COVID-19 Virus. Front Psychol. 2020 Nov 5;11:567101. doi: 10.3389/fpsyg.2020.567101. eCollection 2020.

    PMID: 33250811BACKGROUND

  • Lin Y, Hu Z, Alias H, Wong LP. Influence of Mass and Social Media on Psychobehavioral Responses Among Medical Students During the Downward Trend of COVID-19 in Fujian, China: Cross-Sectional Study. J Med Internet Res. 2020 Jul 20;22(7):e19982. doi: 10.2196/19982.

    PMID: 32584779BACKGROUND

  • Li X, Liu Q. Social Media Use, eHealth Literacy, Disease Knowledge, and Preventive Behaviors in the COVID-19 Pandemic: Cross-Sectional Study on Chinese Netizens. J Med Internet Res. 2020 Oct 9;22(10):e19684. doi: 10.2196/19684.

    PMID: 33006940BACKGROUND

  • Wakefield MA, Loken B, Hornik RC. Use of mass media campaigns to change health behaviour. Lancet. 2010 Oct 9;376(9748):1261-71. doi: 10.1016/S0140-6736(10)60809-4.

    PMID: 20933263BACKGROUND

Related Links

MeSH Terms

Conditions

COVID-19

Condition Hierarchy (Ancestors)

Pneumonia, ViralPneumoniaRespiratory Tract InfectionsInfectionsVirus DiseasesCoronavirus InfectionsCoronaviridae InfectionsNidovirales InfectionsRNA Virus InfectionsLung DiseasesRespiratory Tract Diseases

Study Design

Study Type
interventional
Phase
not applicable
Allocation
NA
Masking
NONE
Purpose
OTHER
Intervention Model
SINGLE GROUP
Model Details: Nation-wide mass media behaviour change campaign.
Sponsor Type
OTHER
Responsible Party
SPONSOR

Study Record Dates

First Submitted

August 18, 2021

First Posted

November 12, 2021

Study Start

August 18, 2021

Primary Completion

September 23, 2021

Study Completion

September 23, 2021

Last Updated

November 12, 2021

Record last verified: 2021-11

Data Sharing

IPD Sharing
Will not share

Locations

ZA(1)