Mass Media Campaign Promotes Family Planning in India

TV and radio spots were developed following extensive research from previous phases of the mass media campaign that used multiple creative approaches including celebrities, cultural and traditional symbols, and everyday life situations. Findings from the research show that creative, memorable and entertaining behavior change messages that are simple and culturally appropriate and, reinforced and expanded on over time, can impact family planning behavior. The current campaign seeks to address gaps in family planning knowledge, focusing on birth spacing, postpartum family planning and adoption of modern contraceptive methods, targeting newlyweds and encouraging male participation in FP decision-making.

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