What works? Understanding creative routes and triggers for development of communication for family planning in India based on Formative Assessments and Pretest Findings

Objectives. Determine effective mass media creative routes and triggers that impact contraception use.

Background. India's fertility rate is 2.7; 47.4% women marry by age 18; on average women deliver a first child at age 19.8; 48.5% of women use modern contraception and family planning (FP) unmet need is 12.8.

Methods. Eight TV spots were pretested through qualitative methods (26 focus groups with married women and men and influencers) to understand triggers and creative routes for FP messages that increased knowledge and intention.

Results. Taglines like ‘Right time', ‘Be prepared' and ‘I'll handle it' lead to repetition and increased comprehension, measured by unaided narration of key story elements and messages after three exposures. Presenting benefits by reframing existing connotations, symbols and stereotypes increased message comprehension and memorability. Storylines from everyday life such as a wife giving keys or man mending the roof made messages relevant. Words like ‘Pinky-pinky' humorously implied romantic overtones and resonated with audiences. Improved health of woman and children triggered intent to adopt FP. Confident men taking charge of planning families increased credibility for interspousal decision-making and male participation. Depicting supportive influencers and service providers increased message credibility.

Conclusions. Redundancy through message repetition, reshaping symbols and depicting cultural modern metaphors increase message recall, comprehension and memorability. “Responsible man” and “slice of life” stories in humorous, simple and realistic settings increase relevance. Reinforcing messages from providers and influencers increase message credibility and improved health of women and children themes increase intent to adopt FP.