Document Type



Institute for Educational Development, East Africa


In Tanzania, the mass media is a primary means of communicating health information to urban and rural populations. While unsafe abortion is the leading cause of maternal deaths and complications in Tanzania, this has increased the high unintended pregnancy rate. Journalists, editors, program managers and producers play a significant role in determining the health-related issues reported. In the present study, the views, and opinions of mass media key informants on coverage of issues related to maternal, newborn and child health in Lake Zone were investigated. This qualitative study was conducted with key informants from 24 mass media outlets that covered the Lake Zone in Tanzania. Twenty-seven key informants from media outlets (radio, television, and newspapers) were recruited to participate in the study. Results revealed that most key informants identified breastfeeding, antenatal care (ANC) visits, facility deliveries and malaria as essential and the MNCH issues covered mainly by mass media. In MNCH issues identified, breastfeeding and ANC visits were more likely to be endorsed as issues covered in the media compared to facility deliveries and malaria. Mass media campaigns were the most effective and popular way of disseminating MNCH-related information.

Publication (Name of Journal)

International Journal of Development and Sustainability

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.