Re-positioning traditional providers as family planning experts and changing contraceptive seeking behavior of young couples in a Youth-friendly network

Early marriages, early childbearing, closely spaced births characterize married youth in Uttar Pradesh, India. Since ISMPs (traditional doctors) are main healthcare providers for urban, low-income groups, 1,200 of them were trained and linked with Ob/Gyn specialists and pharmacists in a network of private providers under the Saathiya Youth-friendly Program. However, there was low awareness and walk-ins. This included even those who otherwise regularly visit the neighborhood Saathiya ISMPs for seeking advice/treatment for other ailments but miss the opportunity of getting high quality FP services by not asking for it. Data and information used Young couples usually get on to a method only upon advice of close relative/friends, without knowing about side effects or knowing how to deal with them. If method doesn't suit them they get off it without consulting anyone, as they don't know who to go to. Consulting a doctor isn't a part of their contraceptive-seeking behavior. Methods used Communication development research showed interpretation of Youth-friendly services was quick, reliable information in friendly yet expert atmosphere. Youth look for someone who they trust and gives advice based on sound knowledge. This advice would be particularly relevant and is especially for them - A custom-made advice from a FP expert. Communication task identified was of changing habit of seeking specialist advice for FP and re-positioning ISMPs, present in their neighborhood, as FP specialist. Creatively, the strategic thought was taken forward through the expression, ‘especially for you' into a 360 degrees campaign. Major results Consumer endline results in March '12.