Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #106882

Jerry Marcus, MA, Institute for Reproductive Health, Georgetown University Medical Center, 4301 Connecticut Ave., NW, Suite 310, Washington, DC 20008, 202 687 2738, jm434@georgetown.edu

The Standard Days Method (SDM) is a new fertility awareness-based method that helps couples track the woman's fertile days in order to prevent pregnancy by avoiding unprotected sex on these days. The SDM could be an important addition to the contraceptive method mix in places such as Latin America where unmet need remains high despite increasing contraceptive prevalence. To increase public awareness and use of the SDM, a BCC campaign was developed for Bolivia and Ecuador, targeted towards couples with unmet need. Household interviews with 3,400 men and women in four areas of each country guided the development of the campaign. The results were used to create a profile of those segments of the population with high unmet need and to develop resonant messages. The results showed common concerns about family planning and the SDM, including: side effects of family planning, and the SDM's effectiveness and credibility. They also revealed the need for different strategies for reaching men and women. Analysis of media consumption suggested that different modes of disseminating these messages would be appropriate, with mass media (television, radio, print) more effective in Ecuador and a community-based, interpersonal communication campaign (health promoters, community health fairs, informational brochures) more appropriate in Bolivia. This paper will present the results of the baseline surveys and discuss how they were used to develop the communication strategies. Also presented will be the merits of the strategies and the programmatic implications for reaching couples with unmet need, along with the evaluation plan for the intervention.

Learning Objectives: At the conclusion of the session, the participant will be able to

• articulate the value of using an evidence-based approach for the design of behavior change communication (BCC) campaigns designed for reaching men and women with unmet need and;
• identify three strategies to reach couples with unmet need.

Keywords: International Family Planning, Behavior Modification

Related Web page: www.irh.org

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.