Survey on Middle Class Reactions to Child Mortality Rates

In the lead up to the MDG+10 Summit in 2010, the GMC conducted a survey in eight developing countries (India, Cambodia, Mali, Nigeria, Kenya, Zambia, Ethiopia and Bolivia) among the middle classes and opinion leaders to find out their knowledge and reactions to child mortality rates in their countries. The findings were shocking. Overall, the vast majority of middle class population severely underestimated the number of children dying in their countries. 

Though the rate of decline in under-five mortality has increased over the past few years, it is still clearly insufficient. Equally importantly, child mortality is increasingly concentrated: recent data indicate that approximately 75 per cent of child deaths occur in only 18 countries. India and Nigeria together account for nearly one third of the total number of child deaths worldwide. Therefore, the Global Movement for Children encouraged social mobilisation campaigns in countries where the problem is most serious in order to galvanise public opinion to push for a redoubling of efforts to reduce child mortality.

Through a multi-level communications and grassroots activation strategy, the GMC particularly recommends engaging the middle class - a so far neglected section of the public, which may have little insight or experience in the issue, but which has influence on decision-makers by virtue of its position in the society. Middle class members can hold the Government accountable as they represent taxpayers, and often share similar backgrounds, education, cultural references or even product tastes. In addition, wealth creators (the business community), opinion formers and reflectors (people in the media), academics and students are all categories that have the ability to influence governments. The GMC believes that by targeting this section of society and shifting their attitude towards child mortality along a continuum from “acceptable/unavoidable” to “unacceptable/solvable” will create the pressure required for Government action.

Following these objectives the GMC conducted research to develop insights and better understand these groups' attitudes and opinions towards child mortality, particularly their degree of awareness of the problem and their willingness to do something about it. It was felt that such information is clearly a pre-requisite to design any meaningful communication strategy. The research was carried out in eight countries: India, Cambodia, Mali, Nigeria, Kenya, Zambia, Ethiopia and Bolivia. The presentation that follows shows the main results for all countries. For further details regarding the results by country, especially at a regional level, please refer to the country specific report.