The film-based intervention being evaluated in GUIDES was developed in conjunction with our partner, Medical Aid Films . Medical Aid Films are a UK-based charity focused on the use of innovative media to improve maternal and child health. They have a significant track record of producing high quality films to support the training of health workers and community-focused behaviour change in LMICs. Working through an iterative co-production process,
The comprehensive intervention development phase included a desktop review, followed by a programme of focus group discussion and interviews with health professionals and pregnant women to understand the level of existing knowledge regarding GDM, skills, empowerment, resources, cultural beliefs and aspirations. Subsequently, formative research workshops were held with key stakeholders in order to identify and review key messages. Working through an iterative co-production process, film scripts were drafted and reviewed, and filming on location was undertaken in between January and September 2020. Local women with experience of GDM were featured in the films. Alongside these narrative elements, we included excerpts from interviews with health care providers to reinforce key messages. Film content was piloted at rough-cut and subsequent editing stages with a small stakeholder group, before being finalised for implementation and evaluation in February 2021.
The films used in the trial will be made freely available via the MAF website following trial completion.