Development Media International (DMI), a non-governmental organization (NGO) that runs media campaigns to induce behavioral change in developing countries, will implement the mass media campaign in conjunction with community radio stations in rural areas of Burkina Faso. The study takes place in the coverage areas of 16 radio stations, all selected in a way to prevent overlap between coverage areas, and to have different local languages through which the campaign will be diffused. This strategy limits possible "leakages" between the treatment and the control groups. Out of the 16 clusters of radio stations, 8 will be randomly assigned to receive the media campaign, and the other 8 will be left as control.