Channel Effectiveness over Time and Knowledge and Behavior Gaps

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Abstract
More than one thousand women living in 20 villages in Gambia, West Africa, were the target over a two year period of a radio, print, and interpersonal effort to get them to use oral rehydration solution (ORS), an effective countermeasure to widespread diarrhea. Controlling for differences in SES, among other variables, the study found that all channels helped with first learning of the formula, with few initial differences among those with different SES status. After that, however, gaps grew, with a tendency for those of lower status to forget. Interpersonal contacts seemed to be helpful in the learning, but did not prove helpful in preventing forgetfulness of the formula. A small handout was the only channel that helped promote knowledge and behavior over time

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