Unpacking How a Social Norms-Based Intervention Affects Iron Folic Acid Supplement Use Among Rural Indian Women

Abstract Objectives More than a third of women worldwide and more than half of women in India have iron deficiency anemia. In 2012, the World Health Assembly made a global target of a 50% reduction in anemia among all women of reproductive age by the year 2025. Based on formative research, the Reduction in Anemia through Normative Innovations (RANI) project designed a social norms-based intervention to increase iron folic acid supplement use among women of reproductive age in Odisha, India. The objective of this paper is to examine midline data to understand which intervention components had the most effect on taking iron supplements and to suggest intervention modifications accordingly. Methods We collected and analyzed longitudinal data at baseline from the control and treatment arms and again from the same two arms at midline, six months later (n = 1,966 and n = 1,987). For this analysis, our sample includes non-pregnant women of reproductive age (15 – 49 years old). Using nested models, we analyzed data from the different intervention components: monthly community-based testing for anemia, attending participatory group education sessions, and watching locally made videos targeted at different referent groups. We also examined if age, caste, education, and communicating about the intervention moderated the effect of the intervention on iron supplement use. Results After controlling for iron supplement use at baseline, we found that simply being in the treatment arm increased the odds of taking supplements by more than 16 times (OR = 16.73; p = < .001). Being exposed to each of the intervention components separately and as reported here, all together, also increased use. Getting tested for anemia increased a woman's odds of taking iron supplements by 38% (OR = 1.38; p = < .001) followed by watching videos which increased the odds by 26% (OR 1.26; p < .001).Participating in group education sessions had the smallest effect (OR = 1.09; p = < .01). There was not a significant difference in how the intervention affected iron supplement use by age, caste, or education level. Similarly, interpersonal communication did not have an effect. Conclusions While all intervention components increased iron supplement use, community-based anemia testing had the greatest effect. In the final stage of this trial, more resources will go towards anemia testing. Funding Sources The Bill and Melinda Gates Foundation.