Download Sylvia Katende Across the Spectrum

Integrating variant channels in engaging
“life-stage” audiences to make informed
Family Planning choices in Uganda
Sylvia Mariettah .N. Katende1, Kim Case Burns2, Francis Nsanga1, Milton Byaryamureeba1,
Espilidon Tumukurate1, Jonathan Magoola Okalangh1
1Uganda
Health Marketing Group (UHMG), Kampala, Uganda; 2John Hopkins University
Centre for Communication Programs (JHUCCP)
BACKGROUND
• Uganda’s fertility at 6.7 children per woman
• 40.1 % unmeet need among married women
• 23% contraceptive use in rural, 18% among
uneducated
• Key barriers: fear of side effects, myths &
misconceptions & socio-cultural issues
• Also wide exposure gap to media messages by
residence & education level
Source: Uganda Demographic Health Surveys: 2006, 2011
UGANDA HEALTH MARKETING GROUP
METHODOLOGY
Objective: Increase proportion of audience making informed
choices of a method
• 3 year phased national multi-media campaign
• Men & women of reproductive age (18-49), Health providers
• Urban, peri-urban & rural dwellers in the priority districts with
high TFR and unmet need
• Phase1: Mass media to create awareness
• Phase 2: Mass media, interpersonal & community based
channels in to increase self-efficacy
• Channels were linked & mutually supportive
• Theme: What is your Smart Choice?
UGANDA HEALTH MARKETING GROUP
UGANDA HEALTH MARKETING GROUP
METHODOLOGY
Life stage/Audience
Positioned FP
Method
Channels
18-24 years
Sexually Active but wants to
delay child birth
Condoms
Pills
Jingle, Radio Quizzes
Toll free Hotline
Roadshows
Flyers
25-34 years
Child Bearing plus want to
space births
Injectables
Implants
Community Outreaches
Roadshows
Merchandise e.g. Aprons
35-49 years
Want to limit or stop child
birth
IUDs
Implants
Peer education
Community media
Health Providers
Opinion Leaders
Whole range
Flip Charts, Job Aides
Advocacy meetings
UGANDA HEALTH MARKETING GROUP
UGANDA HEALTH MARKETING GROUP
IN PICTURES
UGANDA HEALTH MARKETING GROUP
UGANDA HEALTH MARKETING GROUP
RESULTS
Phase 1
• 35.7% overall recall in the first 3 months. 70.4%
exposed to campaign in 11 months
• 55% of those exposed at least took one self
reported positive action e.g.
 24% discussed FP with partner
 and 19% with a health provider
Source: Uganda BCC surveys: October 2012, June 2013
UGANDA HEALTH MARKETING GROUP
UGANDA HEALTH MARKETING GROUP
DOSAGE EFFECT DUE TO
EXPOSURE TO MULTI-CHANNELS
Not Exposed (N=1,226)
2.5
1 Source (N=724)
2+ Sources (N=675)
2.2
2
2
2
Odds Ratio
1.7
1.5
1.3
1.2
1
1
1
1
0.5
0
Current use of FP among
sexually active female
respondents
Discussion of FP with partner
among sexually active
respondents
UGANDA HEALTH MARKETING GROUP
Partner's approval of FP
among all sexually active
respondents
UGANDA HEALTH MARKETING GROUP
RESULTS
Phase 2
• Radio alone reached 62.8% of the 15-24
radio population in the first 3 months
• Road shows mainly attracted men and youth.
• 1006 of these were referred for free FP services
• Hotline registered 11,240 callers in 10 months (65%
were youth 20-29)
Source: Operational data and Independent media reach analysis (2014)
UGANDA HEALTH MARKETING GROUP
RESULTS
"My wife and I have 5 children and wanted to stop at
that. I always mistook her insistence on using family
planning as searching for ways to adultery. When I
heard about the hotline on radio, I immediately
called in for advice. The counselor asked me to call
back with my wife on the line and we discussed the
contraceptive options. Together we chose the
implant for 5 years. My wife had it inserted shortly
afterwards at Bubutu Health center".
Mafabi Moses (Manafwa District)
UGANDA HEALTH MARKETING GROUP
UGANDA HEALTH MARKETING GROUP
Conclusion
• Integration of media is effective in reaching & engaging
more audiences
• Audience friendly media increases the likelihood of
effective reach e.g. hotline & music among young people
and illiterate
• Community based & Interpersonal channels were an easier
way to reach the rural dwellers
• Evaluating the contribution of each channel to the overall
impact of a campaign remains a challenge
UGANDA HEALTH MARKETING GROUP
UGANDA HEALTH MARKETING GROUP
Strategic Approach
UGANDA HEALTH MARKETING GROUP