SIFPSA
launched a multi-media communication campaign in UP to
generate demand for reproductive health services. The
campaign titled, “Aao, Batein Karein” (Come, Let’s
talk), is illustrated by the Tota and Mynah, birds
derived from folklore, which are recognized in UP as secular
symbols associated with story telling. The campaign intended
to stimulate a dialogue on family planning between young
couples, between providers and clients, and has been used
to raise awareness and knowledge of family planning methods
and allay myths and misconceptions. The campaign theme
and the logo were chosen based on research findings that
lack of discussion about family planning is the main reason
for fears and myths associated with various methods of
contraception.
Campaign Objectives
To
desensitize the issue of family planning and trigger
open dialogue among couples, other family members
and within the community
To
present couples with a choice of spacing methods and
encourage them to choose a suitable method
Address the specific fears and concerns among
couples regarding spacing methods
Highlight the health benefits of spacing
Equip service providers with informational and
counselling materials to enhance the quality of
interpersonal communication
Selected Audience
The primary audience for the campaign are
couples in the age group 17-25, currently not using
contraception. Using interpersonal counselling
techniques, frontline service providers are reaching out
to couples in 15 priority districts. Complementing this
have been performances by folk troupes in villages.
Television Spots
Four types of spots – one on the campaign
theme and three method specific spots were developed.
The spots use the concept of a folk troupe visiting different
villages, conveying messages in an entertaining manner.
While the campaign theme spot establishes the importance
of ‘talk’ using the familiar birds- Tota and Mynah, the
method specific spots attempt to dispel myths and fears
related to use of spacing contraceptives. These were aired
on popular programmes reaching the intended audience on
local as well as regional television networks.
Radio Spots
Nine types of radio spots – one on the
campaign theme, two types on each of the spacing methods,
i.e. six method-specific and one each aimed at the Pradhan
and the health worker were produced. Four of these were
similar to the TV spots for synergy and identification
with the campaign. The spots were released on primary
channels of All India Radio as well as on Vividh Bharti.
Newpaper
Advertisements
Five types of advertisements aimed at
advocacy were designed – one promoting the campaign theme
and one each aimed at generating support from doctors,
journalists, pradhans and health workers. English and
Hindi dailies with the maximum reach published the advertisements
as per a pre-determined media plan. The advertisement
design included a coupon that the readers could mail in
for further information regarding the family planning
programme – the response to this has been overwhelming
with doctors, journalists and students conveying their
interest and support for the programme.
