family planning for all: how an under-funded communication campaign achieved results on a national...
TRANSCRIPT
How an under-funded communication campaign achieved results on a national scale in Ukraine
Prepared by: Andrea Dickson, Oleg Kuzmenko, Fran Tain
August 25, 2016
FAMILY PLANNING FOR ALL
icon credit: Gregor Cresnar, Thomas Helbig, Stephen JB thomas, Anthony Bossard, Noun Project
A national family planning communication campaign that
defied the odds
Myths about modern contraception date from the Soviet period
Pills negatively affect the hormonal balance of a woman’s body
Pills cause negative side effects such as weight gain, facial hair, liver problems, fertility problems
Women’s bodies need a “rest” after using pills for a certain period of time (months, years)
icon credit: Anthony Bossard, Noun Project
Myths and misinformation stimulate the fear of side effects
IUDs cause cancer, infertility, inflammation, fibroids, etc.
IUDs can grow into the body and need to be surgically removed
Women’s bodies need a rest after using IUDs for three (or five) years
National family planning communication strategy objectives
1. Promote the benefits of FP to Ukrainians of reproductive age
2. Improve attitudes about modern contraception
3. Increase the use of modern contraceptives
4. Increase number of service providers who disseminate accurate information
5. Increase policymakers support for FP policies
Target audiences
1. Sexually active youth and unmarried women and men of reproductive age (youth)
2. Married women and men of reproductive age
3. Service providers, including doctors, mid-level health providers, and social workers
4. Policymakers
we had to get
inventive
1. We introduced a
comprehensive approach to changing attitudes and behavior
2. We motivated partners to
contribute by creating
win-win opportunities
icon credit: Luis Prado, Tuk Tuk Design Noun Project
Reproductive health partners working group was foundation for success neutral ground
welcoming and task focused
high-level stakeholders could come to consensus and then roll out consistent message to implementers (clear “command”)
MOH could give and receive feedback in real time
Reproductive health partners working group was foundation for success
a platform for activities that local (NGO, private sector, etc.) partners could link to
broad membership facilitated creativity and innovation
platform to support replication at regional levels
WG will live on beyond any one program or partner involvement, facilitating sustained future activities
“We were brave enough to bring nontraditional partners to the table.”
More than 10 million Ukrainians reached with pro-family planning messages
icon credit: Nikita Kozin, Noun Project
icon credit: Gregor Cresnar, Noun Project
Number of clients expressing positive attitudes towards
hormonal contraception
increased over the life of the campaign
2016
2012 33%
40%
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey, p<0.0001
icon credit: Gregor Cresnar, Noun Project
Number of clients expressing negative attitudes towards
hormonal contraception
decreased over the life of the campaign
2016
2012
24%
30%
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey,
icon credit: Anthony Boussard, Noun Project
Contraceptive use (any modern
method) increased over the life of the campaign
2012
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey, p=0.02
68%
73% 2016
icon credit: Thomas Helbig, Noun Project
Mass media reached more than 8.5 million people with pro-family planning messages
Mass events reached more than 500,000 people
Number of monthly website visits almost tripled over three years
Approximately 5,000 people received family planning counseling via the hotline
Education sessions reached more than 70,000 youth
domestic violence
women’s political participation
a replicable model:
Choose partners that work with same target audiences but from different angle
Tailor messages to resonate with each partner Allow partners to accomplish their own (perhaps underfunded)
goals Provide partners with access to new and larger audiences Give access (and relinquish control) to umbrella logo, branding,
messages
win-wins that work
reach + sustainability = worth it
Thank you!
JSI has more than 14 years experience in Ukraine
A key objective of HWUP was to address common myths about FP
1. Provide women of reproductive age and couples with evidence-based information about the safety, effectiveness, and correct use of contraception
2. Improve family planning service providers’ knowledge and skills
3. Improve the policy environment for reproductive health and family planning
JSI & USAID developed an evidence base to make the case for a national FP campaign
Knowledge, attitudes, and practices study, 2010
Family planning and contraceptive security assessment, 2010
Focus groups, 2009-2011
The Impact of Clinical Training on Health Provider FP and RH Practices, 2008
Key success factors
Developed compelling evidence base
Created win-win partnerships
Timing
External coordination body (not seen as owned by JSI)
Willingness to cede some control over brand and messaging
One logo, one set of messages for use by multiple partners
No missed opportunities to communicate messages
icon credit: Guilhem, Noun Project