{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,15]],"date-time":"2026-10-15T18:37:42Z","timestamp":1792089462861,"version":"4.4.0"},"reference-count":36,"publisher":"Wiley","issue":"4","license":[{"start":{"date-parts":[[2011,10,6]],"date-time":"2011-10-06T00:00:00Z","timestamp":1317859200000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Maternal &amp; Child Nutrition"],"published-print":{"date-parts":[[2012,10]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:p>Exclusive breastfeeding (EBF) is rarely practiced despite its significant child survival benefits. A key constraint to increasing EBF rates in Zimbabwe and most of the developing world is that key decision makers (fathers\/partners and other family members) are often poorly informed about EBF and do not attend antenatal clinics where health information is routinely provided. Informed by formative research, a district\u2010wide campaign was conducted in rural Zimbabwe to encourage EBF and expressing and heat treating (EHT) breast milk as a means to maintain EBF. The campaign combined traditional strategies of education, counselling and outreach through health service delivery with a novel road show \u2018edutainment\u2019 intervention to reach men and other community members. A post campaign evaluation measured the association of road show exposure with 20 knowledge items and summative scores of social norms, beliefs and attitudes obtained through exploratory factor analysis. In adjusted models, road show exposure was associated with correct EBF knowledge (<jats:italic>\u03b2<\/jats:italic>\u2003=\u20031.0, 0.001), EHT knowledge (<jats:italic>\u03b2<\/jats:italic>\u2003=\u20031.3,<jats:italic>P<\/jats:italic>\u2003&lt;\u20030.001) and greater perceived benefits of condom use during pregnancy and breastfeeding (<jats:italic>\u03b2<\/jats:italic>\u2003=\u20030.5,<jats:italic>P<\/jats:italic>\u2003&lt;\u20030.001), and more positive EBF social norms (<jats:italic>\u03b2<\/jats:italic>\u2003=\u20030.6,<jats:italic>P<\/jats:italic>\u2003&lt;\u20030.001), EBF beliefs and attitudes (<jats:italic>\u03b2<\/jats:italic>\u2003=\u20031.0,<jats:italic>P<\/jats:italic>\u2003&lt;\u20030.001) and attitudes towards condom use during breastfeeding (<jats:italic>\u03b2<\/jats:italic>\u2003=\u20030.6,<jats:italic>P<\/jats:italic>\u2003&lt;\u20030.001). Road show exposure was more strongly associated with EBF knowledge among men (<jats:italic>P<\/jats:italic>\u2010value for gender\u2003\u00d7\u2003exposure group interaction\u2003=\u20030.03), suggesting that it also closed the knowledge gap between men and women. Longitudinal studies will determine whether road shows were associated with changes in EBF practices.<\/jats:p>","DOI":"10.1111\/j.1740-8709.2011.00325.x","type":"journal-article","created":{"date-parts":[[2011,10,6]],"date-time":"2011-10-06T06:09:24Z","timestamp":1317881364000},"page":"459-470","source":"Crossref","is-referenced-by-count":14,"title":["Addressing social barriers and closing the gender knowledge gap: exposure to road shows is associated with more knowledge and more positive beliefs, attitudes and social norms regarding exclusive breastfeeding in rural Zimbabwe"],"prefix":"10.1111","volume":"8","author":[{"given":"Alison L.","family":"Jenkins","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Naume V.","family":"Tavengwa","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Bernard","family":"Chasekwa","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kumbirai","family":"Chatora","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Noah","family":"Taruberekera","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wellington","family":"Mushayi","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Rufaro C.","family":"Madzima","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mduduzi N.N.","family":"Mbuya","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2011,10,6]]},"reference":[{"key":"e_1_2_9_2_1","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"e_1_2_9_3_1","doi-asserted-by":"publisher","DOI":"10.1542\/peds.108.4.e67"},{"key":"e_1_2_9_4_1","doi-asserted-by":"publisher","DOI":"10.1136\/adc.66.4.488"},{"key":"e_1_2_9_5_1","first-page":"530","article-title":"Early initiation of and exclusive breastfeeding in large\u2010scale community\u2010based programmes in Bolivia and Madagascar","volume":"24","author":"Baker E.J.","year":"2006","journal-title":"Journal of Health, Population, and Nutrition"},{"key":"e_1_2_9_6_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.socscimed.2007.11.019"},{"key":"e_1_2_9_7_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1740-8709.2007.00126.x"},{"key":"e_1_2_9_8_1","doi-asserted-by":"publisher","DOI":"10.1055\/s-2007-994338"},{"issue":"2","key":"e_1_2_9_9_1","first-page":"1","article-title":"Support for breastfeeding mothers (review)","author":"Britton C.","year":"2009","journal-title":"Cochrane Database of Systematic Reviews"},{"key":"e_1_2_9_10_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(07)60283-9"},{"key":"e_1_2_9_11_1","first-page":"1","article-title":"Best practices in explanatory factor analysis: four recommendations for getting the most from your analysis","volume":"10","author":"Costello A.B.","year":"2005","journal-title":"Practical Assessment Research and Evaluation"},{"key":"e_1_2_9_12_1","volume-title":"Zimbabwe Demographic and Health Survey 2005\u20132006","author":"Central Statistical Office (CSO) [Zimbabwe] and Macro International Inc.","year":"2007"},{"key":"e_1_2_9_13_1","doi-asserted-by":"publisher","DOI":"10.1186\/1746-4358-3-26"},{"key":"e_1_2_9_14_1","unstructured":"GavinL. TavengwaN.V. IliffP.J. HumphreyJ.H.&NathooK.J.The development of an intervention to inform women about infant feeding in the context of HIV. Poster presentation at the second conference on Global Strategies for the Prevention of HIV Transmission from Mothers to Infants Montreal Canada September 1\u20135 1999."},{"key":"e_1_2_9_15_1","doi-asserted-by":"publisher","DOI":"10.4278\/0890-1171-11.2.87"},{"key":"e_1_2_9_16_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(00)03159-7"},{"key":"e_1_2_9_17_1","doi-asserted-by":"publisher","DOI":"10.1097\/01.aids.0000166093.16446.c9"},{"key":"e_1_2_9_18_1","doi-asserted-by":"publisher","DOI":"10.1093\/tropej\/fml043"},{"key":"e_1_2_9_19_1","doi-asserted-by":"crossref","first-page":"318","DOI":"10.1097\/QAI.0b013e318074eeca","article-title":"Flash\u2010heat inactivation of HIV\u20101 in human milk. A potential method to reduce postnatal transmission in developing countries","volume":"45","author":"Israel\u2010Ballard K.","year":"2007","journal-title":"Journal of Acquired Immune Deficiency Syndromes"},{"key":"e_1_2_9_20_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(03)13811-1"},{"key":"e_1_2_9_21_1","volume-title":"Survey Sampling","author":"Kish L.","year":"1965"},{"key":"e_1_2_9_22_1","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0001363"},{"key":"e_1_2_9_23_1","first-page":"1","article-title":"A technique for the measurement of attitudes","volume":"140","author":"Likert R.","year":"1932","journal-title":"Archives of Psychology"},{"key":"e_1_2_9_24_1","doi-asserted-by":"publisher","DOI":"10.3945\/jn.110.122457"},{"key":"e_1_2_9_25_1","volume-title":"Zimbabwe Ministry of Health and Child Welfare: Zimbabwe Antenatal Surveillance Survey Estimates 2009","author":"Ministry of Health & Child Welfare","year":"2009"},{"key":"e_1_2_9_26_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(98)08037-4"},{"key":"e_1_2_9_27_1","doi-asserted-by":"publisher","DOI":"10.1177\/0890334408325072"},{"key":"e_1_2_9_28_1","doi-asserted-by":"crossref","first-page":"2972","DOI":"10.1093\/jn\/125.12.2972","article-title":"Exclusive breast\u2010feeding duration is associated with attitudinal, socioeconomic and biocultural determinants in three Latin American countries","volume":"125","author":"Perez\u2010Escamilla R.","year":"1995","journal-title":"Journal of Nutrition"},{"key":"e_1_2_9_29_1","volume-title":"Diffusion of Innovations","author":"Rogers E.","year":"1962"},{"key":"e_1_2_9_30_1","doi-asserted-by":"publisher","DOI":"10.1186\/1742-6405-5-17"},{"key":"e_1_2_9_31_1","unstructured":"SinghalA.&RogersE.M.(1999)Entertainment\u2010education: a communication strategy for social change.Lawrence Erlbaum Associates: Mahwah NJ."},{"key":"e_1_2_9_32_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1559-1816.1998.tb01679.x"},{"key":"e_1_2_9_33_1","volume-title":"Fighting AIDS with Edutainment: Building on the Soul City Experience in Servaes, J. South Africa in Communication for Development and Social Change","author":"Tufte T.","year":"2008"},{"key":"e_1_2_9_34_1","volume-title":"The Optimal Duration of Exclusive Breastfeeding. A Systematic Review","author":"WHO","year":"2001"},{"key":"e_1_2_9_35_1","volume-title":"Infant and Young Child Feeding Counselling: An Integrated Course: Trainers Guide","author":"WHO","year":"2006"},{"key":"e_1_2_9_36_1","volume-title":"HIV and Infant Feeding: Revised Principles and Recommendations: RAPID ADVICE","author":"WHO","year":"2009"},{"key":"e_1_2_9_37_1","volume-title":"Baby\u2010Friendly Hospital Initiative: Revised, Updated and Expanded for Integrated Care: Preliminary Version for Country Implementation","author":"WHO & UNICEF","year":"2006"}],"container-title":["Maternal &amp; Child Nutrition"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/api.wiley.com\/onlinelibrary\/tdm\/v1\/articles\/10.1111%2Fj.1740-8709.2011.00325.x","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/j.1740-8709.2011.00325.x","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T14:18:14Z","timestamp":1741789094000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/j.1740-8709.2011.00325.x"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2011,10,6]]},"references-count":36,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2012,10]]}},"alternative-id":["10.1111\/j.1740-8709.2011.00325.x"],"URL":"https:\/\/doi.org\/10.1111\/j.1740-8709.2011.00325.x","archive":["Portico"],"relation":{},"ISSN":["1740-8695","1740-8709"],"issn-type":[{"value":"1740-8695","type":"print"},{"value":"1740-8709","type":"electronic"}],"subject":[],"published":{"date-parts":[[2011,10,6]]}}}