Effect of behaviourally designed audio stories on mothers’ knowledge, attitude and intention towards exclusive breastfeeding

Last registered on March 19, 2024
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Pre-Trial

Trial Information

General Information

Title
Effect of behaviourally designed audio stories on mothers’ knowledge, attitude and intention towards exclusive breastfeeding
RCT ID
AEARCTR-0013175
Initial registration date
March 12, 2024

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
March 19, 2024, 4:54 PM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

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Primary Investigator

Name
Pratyusha Govindaraju
Affiliation
Centre for Social and Behaviour Change, Ashoka University
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Other Primary Investigator(s)

PI Name
Pavan Mamidi
PI Affiliation
Centre for Social and Behaviour Change, Ashoka University
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PI Name
Nymphea Noronha
PI Affiliation
Centre for Social and Behaviour Change, Ashoka University
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PI Name
Max Migden
PI Affiliation
Centre for Social and Behaviour Change, Ashoka University
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Additional Trial Information

Status
On going
Start date
2024-01-01
End date
2024-05-31
Keywords
Behavior, Health
Additional Keywords
Exclusive breastfeeding
JEL code(s)
Health Behavior
Secondary IDs
Prior work
This trial does not extend or rely on any prior RCTs.
Abstract
Exclusive breastfeeding is a cost-effective and key protective measure against diarrhoea and pneumonia, which are leading causes of morbidity and mortality among children under the age of 5 years. We will use behaviourally designed audio stories to evaluate message framing and messenger effects on mothers’ knowledge, attitudes and intention towards exclusive breastfeeding for the first 6 months.


External Link(s)

Registration Citation

Citation
Govindaraju, Pratyusha et al. 2024. "Effect of behaviourally designed audio stories on mothers’ knowledge, attitude and intention towards exclusive breastfeeding." AEA RCT Registry. March 19. https://doi.org/10.1257/rct.13175-1.0
Sponsors & Partners
Experimental Details

Interventions

Intervention(s)
We designed short audio stories (~2 minutes in length) on exclusive breastfeeding. The audio stories are in Hindi (local language), with 2-3 female characters. Across six audio stories, we varied the message (four different behaviour concepts) and the messenger (two different voices).
Intervention Start Date
2024-01-01
Intervention End Date
2024-01-31

Primary Outcomes

Primary Outcomes (end points)
Knowledge of what constitutes as deviation from EBF, Attitude towards EBF, Intention to exclusively breastfeed
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
Knowledge of EIBF, Knowledge of EBF duration,
Attitude towards EBF based on vignettes - what is auspicious, what is nutritious, time for initiating other foods, attitude towards occasional deviation
Intention (first taste of various food items)
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
Participants will be randomly assigned to one of 7 arms. Participants assigned to the 6 treatment arms will listen to an audio story (~2 minutes in length), those assigned to the control arm will not be exposed to any audio story.
Experimental Design Details
Not available
Randomization Method
Computer randomization of all treatments.
Randomization Unit
Individual
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
No clusters
Sample size: planned number of observations
Planned: 501 individuals (pregnant women and mothers with children under the age of 6 months). Actual : 526 individuals
Sample size (or number of clusters) by treatment arms
Required sample size: 57 per arm
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
Supporting Documents and Materials
IRB

Institutional Review Boards (IRBs)

IRB Name
Ashoka University
IRB Approval Date
2023-11-15
IRB Approval Number
23-F-10013-Govindaraju
Analysis Plan

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