Development Media International, London, UK.
Development Media International, London, UK.
Lancet. 2015 Jul 4;386(9988):97-100. doi: 10.1016/S0140-6736(14)61649-4. Epub 2015 Feb 13.
Many people recognise that mass media is important in promoting public health but there have been few attempts to measure how important. An ongoing trial in Burkina Faso (ClinicalTrials.gov, NCT01517230) is an attempt to bring together the very different worlds of mass media and epidemiology: to measure rigorously, using a cluster-randomised design, how many lives mass media can save in a low-income country, and at what cost. Application of the Lives Saved Tool predicts that saturation-based media campaigns could reduce child mortality by 10-20%, at a cost per disability-adjusted life-year that is as low as any existing health intervention. In this Viewpoint we explain the scientific reasoning behind the trial, while stressing the importance of the media methodology used.
许多人认识到大众媒体在促进公众健康方面很重要，但很少有人试图衡量其重要性。布基纳法索正在进行的一项试验（ClinicalTrials.gov，NCT01517230）试图将大众媒体和流行病学这两个截然不同的领域结合起来：采用整群随机设计，严格衡量大众媒体在一个低收入国家能拯救多少生命，以及需要付出多少成本。应用拯救生命工具预测，基于饱和的媒体运动可以使儿童死亡率降低 10-20%，每残疾调整生命年的成本与任何现有卫生干预措施一样低。在本观点中，我们解释了试验背后的科学原理，同时强调了所使用的媒体方法的重要性。
