268866 Mass communication activities supported by small & specific innovations help to improve Family Planning coverage in urban slums

Tuesday, October 30, 2012

Dalbir Singh, Post Graduate in mass communication , John Hopkins University Center for communication program (JHUCCP), Urban Health Initiative, (UHI), India, Aligarh, India
Mukesh Sharma, MBA, Masters in Rural Development, Masters in population science (pursuing) , Family Health International, UHI, Aligarh, India
Dr. Balkishan, MBBS, PhD , Department of health and family welfare, Government of UP, India, District Hospital, Aligarh, India
Poonam Sharma, MBBS DGO , District Women's Hospital, District Women's Hospital, Aligarh, India
Meenakshi Jain, MBBS, MD, MPH , Family Health International, Urban Health Initiative (UHI)-India, Lucknow, India
Shikha Singhal, Post Gaduate in Nutrition science , CARE International, Urban Health Initiative (UHI), India, Aligarh, India
Prem Prakash Dwivedi, MBA , Hindustan Latex Family Planning Promotion Truct (HLFPPT), Urban Health Initiative, UHI, India, Aligarh, India
Rashmi Gupta, Post Graduation, Human Resource Management , Foundation for Research in Health System (FRHS), Urban Health Initiative (UHI)-India, Aligarh, India
Zakia Arshad, MBBS MS OBGYN , FHI360, Urban Health Initiative, Aligarh, India
Introduction: Baseline in Aligarh city estimated the Contraceptive Prevalence Rate at 38% with 20% unmet need. 63% percent women had no discussion on family planning with their spouses in last six months. As per the qualitative assessment, spousal communication is less and prevailing myths result in community hesitation to talk and adopt modern family planning methods. Objective: To demonstrate a combination of mega and small communication activities in increasing contraceptive use. Methodology: 350,000 slum populations were divided in seven clusters for activation. Module for each cluster included pre-publicity, enrollments and screening of couples. Mega finale and awards to winner couples created a buzz. This was further capitalized through small community level innovations where 2,202 and 954 women participated in Mehandi competition and post partum family planning campaign respectively. Tracking sheets were developed and analyzed to assess results. Results: 11,500 couples enrolled, 2988 were counseled and 350 were screened for video interview. 18000 couples participated in final event to have direct exposure to family planning messages. Innovations helped to convert 21% of non user participants in user of long acting contraceptive method. Significant 30% increase in exposure to radio and TV messaging is recorded. Conclusion: Both activities supplement each other to improve coverage of family planning services. Small activities at community level help to capitalize the output of activation model to improve coverage. Small events also help mega communication activities to discuss family planning in mass. Both big and small activities are required in cities where contraceptive prevalence rate is low.

Learning Areas:
Administer health education strategies, interventions and programs
Communication and informatics
Public health or related nursing

Learning Objectives:
1. Discuss the role and impact of mega and small communication activities in improving coverage of contraceptive acceptance 2. Analyze the relevance of community level innovations on contraceptive issues

Keywords: Communication, Media

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am responsible and accountable to implement all communication related activities in Aligarh. I am a principal author of this abstract. Testing small and big communication activities and impact assessment of the same is one of my scientific interests.
Any relevant financial relationships? No

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.

Back to: 4373.0: PRSH Posters: Innovation