Focus Group Discussions on the effects of a family planning communication campaign in Georgia

The use of modern contraceptive methods in Georgia is still low (21%), despite the increase in contraceptive prevalence (from 28% in 2005 to 32% in 2010) as documented by the Georgia Reproductive Health Survey 2010. In 2011, a national communication campaign was launched to promote family planning. The effects of exposure to family planning (FP) messages were assessed using focus group discussions. Six focus groups were conducted with doctors and nurses providing FP services at the primary health care level, and two with pharmacists from chain and independent pharmacies. The focus group results showed that the most successful communication channel were FP service providers, followed by TV and word of mouth. Radio and print media were cited as least effective. Almost all respondents stated the campaign resulted in an increase in demand and consumption of modern contraceptives, particularly pills, and an increase in contraceptive sales. The most cited barriers for oral contraceptive use were fear of side effects (weight gain) and possible complications (cancer), financial accessibility, and religious views. Negative attitudes toward modern methods among some providers and pharmacists, largely due to the lack of sufficient knowledge, was also mentioned as a contributing factor. The focus group findings are expected to better inform the development of future communication campaigns, including strategy and message design, media planning, and launching social marketing products. The FP trainings for providers and pharmacists are critical for improving their capacity to more effectively convey information about the health benefits of modern contraceptives.