245802 What works? Understanding creative routes and triggers for development of communication for family planning in India based on Formative Assessments and Pretest Findings

Tuesday, November 1, 2011: 10:30 AM

Heer Chokshi , Center for Communication Programs, Johns Hopkins University, Gurgaon, India
Shuvi Sharma , IFPS Technical Assistance Project, Futures Group International, Gurgaon, India
Basil Safi, Asia Division Chief , Center of Communication Programs, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
Kimberly Rook , Center for Communication Programs, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
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.

Learning Areas:
Administer health education strategies, interventions and programs
Assessment of individual and community needs for health education
Planning of health education strategies, interventions, and programs
Program planning

Learning Objectives:
1. Identify the factors that most impact FP message recall, comprehension, and memorability (or likeability?) through mass media in India? 2. Identify the creative routes most increase intent to adopt FP methods among young couples? 3. Understand what impact can integrated mass media and interpersonal communication have on FP messages?

Keywords: Communication, Family Planning

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: NA

Qualified on the content I am responsible for because: Oversee all Health Communication projects in Asia region.
Any relevant financial relationships? Yes

Name of Organization Clinical/Research Area Type of relationship
Johns Hopkins University Asia Division Manager Employment (includes retainer)

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.