Mass Media Campaign to Help Eliminate TB in Brazil: Final Report

This report includes a description and evaluation of a national media campaign that Development Media International (DMI) conducted in April 2006 to promote treatment of tuberculosis (TB) in Brazil, in partnership with the Ministry of Health of Brazil, the World Health Organization (WHO), and the United States Agency for International Development (USAID). The campaign included 3 television spots and 10 radio spots broadcast over a 30-day period. While the campaign aimed to further improve knowledge and attitude indicators, the ultimate goal of the campaign was to change behaviour: to increase the number of people presenting themselves for tests, and thus to improve the rate of case detection.