Explosive Ordnance Risk Education boosts interpersonal discussion to increase safe behavioural intentions in Afghanistan.

Abstract

Background: Explosive remnants of war claim more than three lives every day in Afghanistan. This study evaluates the impact of BBC Media Action Afghanistan's Explosive Ordnance Risk Education project in raising public awareness and promoting safe behaviours regarding explosive ordnances in Afghanistan. The project deployed a multimedia approach to reach a mass audience, including a radio discussion show, public service announcements on TV and radio, social media content and playing content on intercity buses.

Methods: A panel study with 400 participants from high-risk provinces assessed knowledge, discussion and behavioural intentions related to explosives before and after a mass media intervention. In the broadcast period, the research unobtrusively monitored the dosage of exposure to the media content.

Results: Findings from the panel study indicated a significant increase in discussions about explosive risks and safer behavioural interventions (e.g. avoiding and reporting explosive ordnances) post intervention.

Conclusion: The results constitute one of the first pieces of systematically collected evidence on media and communication's potential in explosive risk education by facilitating interpersonal discussion and in turn change of behavioural intentions in areas contaminated by explosive ordnances and remnants of war.