DMI runs evidence-based radio, TV and mobile campaigns to change behaviours and save lives in low-income countries. It is a non-profit organisation headquartered in London, with regional offices in Burkina Faso, Côte d’Ivoire, Ethiopia, Madagascar, Malawi, Mozambique, Tanzania, Uganda and Zambia. DMI’s focus areas include child survival, early childhood development (ECD), nutrition, hygiene and sanitation, family planning, and more recently, COVID-19. DMI’s methodology can be applied to a wide range of issues, provided they are relevant to the majority of the population reached, the behaviour change is feasible and, if required, there is adequate supply side provision.
DMI was founded to bring the rigour of epidemiology to media campaigns. It is the first organisation to demonstrate through a randomised controlled trial (RCT), carried out in Burkina Faso from 2012-2015, that mass media interventions can change behaviours. The RCT showed that DMI’s radio campaign led to dramatic increases in parental treatment-seeking behaviours in intervention zones compared to controls, which corresponded to 3,000 children’s lives saved (Murray et al., 2018).
DMI prides itself on providing high value for money for donors. Economic analysis conducted by the London School of Hygiene and Tropical Medicine suggests that DMI’s child survival intervention is among the most cost-effective methods of saving children’s lives available (Kasteng et al., 2018).
GiveWell, an independent evaluator of not-for-profits, has rated DMI as a “standout charity” based on its health impact, evidence base and cost-effectiveness. According to GiveWell, DMI "offers donors an outstanding opportunity to accomplish good with their donations".