Using positive stories and local content to revitalize family planning through a “surround and engage” model in urban slums of Uttar Pradesh, India

Objective • Identify and capture positive user experiences for family planning (FP)through themed reality contest • Amplify positive deviant stories through mass-media • Encouraging silent acceptors to become catalytic FP advocates Background TFR for urban poor in Uttar Pradesh, India is 4.2. Formative research revealed 1) fear of side-effects is major barrier to acceptance of FP. Positive experiences are seldom shared while negative stories spread virally, 2) aspirations for better future and growing influence of media are opportunities for behavior change. Methodology “The Search for Happy Couples” Happy Dampatti contest was conceptualized as an integrated model to surround and engage hard to reach communities in 128 slums of Aligarh, Uttar Pradesh covering approx 5,00,000 population. It sought to identify and celebrate local positive role models through community level reality shows. Eligible couples were invited to enroll through home-visits by community workers supported by mid media publicity. Enrolment camps provided couples opportunities to share their FP experiences on camera. Recorded stories were judged by expert panels to select winners who were felicitated at community events. Their positive stories were amplified on local TV networks creating an enabling environment for FP. Results • 11500 couples participated; 350 positive stories recorded; 35 winners felicitated • Chain reaction triggered as winners motivate their networks to accept FP.

Conclusion ‘Surround and Engage' model combined with mass-media amplification can serve as a sustainable BCC tool for urban poor as it brings family planning out of the closet and promotes normative change through true positive stories.