Emergency contraceptive pills (ECPs) have been the target of increasing media coverage, controversy and consumer demand worldwide. In Mexico ECPs were little known to health care providers and potential clients a few years ago, despite the fact that some brands of oral contraceptives suitable for the Yuzpe regimen have been available over the counter for years. A 1997 baseline study indicated that few people surveyed could correctly identify ECPs, but most were interested in knowing more about the method, and having greater access to it. Now more women and health care providers do, thanks in large part to a toll-free, 24-hour hotline, website and paid media campaign used to publicize the method. Drawing on experiences in the US and the expertise of local advertising agencies, we planned and executed a multi-tiered media campaign to promote information about the method by telephone and via internet to residents of Mexico City’s metropolitan area. In spite of many setbacks, including the postponement of a mainstream media campaign, we worked together with colleagues in the field to generate on-going interest in the method. This spurred a host of interviews on television, radio and in the print media about ECPs, and translated into tens of thousands of calls to the hotline and hundreds of thousands of visits to the website. This presentation will identify many of the obstacles to operating this sort of public information campaign, as well as traditional and more alternative methods to overcome them.
Learning Objectives: Participants in this session will be able to identify many of the obstacles in operating this sort of public information campaign, as well as methods to overcome them through traditional and more alternative channels
Keywords: Access, Communication Technology
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.