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Impact Data - Multimedia Family Planning Promotion

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Date

The study was conducted in light of the absence of data and knowledge on whether or not the use of multiple media streams improves levels of exposure and information retention. The surveys that were carried out coincided with the beginning and end of the Tanzanian (Ministry of Health) Family Planning Communication Project of 1991-1994 and several other Tanzanian and international agencies and can be viewed as an evaluation of these multimedia campaigns.

Methodologies
The source of data for this study was the 1994 Tanzania Knowledge, Attitudes and Practice Survey (TKAPS94), which was specifically designed to evaluate changes resulting from the multimedia campaigns, and the 1991-1992 Tanzania Demographic and Health Survey (DHS), which provided baseline data. While the TKAPS94 survey had a smaller sample size and fewer questions than the DHS, the methodology was similar enough for the researchers to believe they could obtain a reliable data match. A series of bivariate and multiple regression analyses were used to evaluate the relationship between media exposure and knowledge and practices related to family planning.
Knowledge Shifts
Whereas 61% of those without hearing messages knew of modern contraceptive use, 91% of those who recalled family planning messages had heard of at least one modern contraceptive.
Practices
  • Women who had been exposed to 6 media sources were 11.2 times as likely as women who recalled no media sources to be using modern contraceptives.
  • Even women who recalled only one source of media were 2.2 times as likely as women who recalled no media sources to be using a modern method.
  • Women who recalled radio messages were 1.9 times as likely to be using modern contraceptive methods as those who had heard no messages.
  • Women who had heard only through Zinduka were 1.3 times as likely to have visited a family planning clinic and 1.3 times as likely to be using modern contraceptives.
  • The approval of the woman's partner towards family planning was the most important characteristic determining usage, making it 3.7 times more likely that modern contraceptives would be used.
Increased Discussion of Development Issues
After introduction of control variables, women who recalled radio messages about family planning methods were 1.7 times as likely to have discussed family planning methods with their husbands as those with no media exposure. Women who heard only through Zinduka were 1.4 times as likely to discuss family planning methods with their spouse.
Access
54.8% of the women were exposed to media messages focussed on family planning within 6 months of the intervention. Radio reached the most respondents, covering 48.9% of the group. 23.4% of those specifically recalled Zinduka as the medium for messages of family planning. 18% had seen posters, 8% had seen leaflets, and 4% had seen messages on TV. Cumulatively, 21.3% of the respondents had been exposed to 3 or more media sources.
Other Impacts
The authors believe that family planning campaigns must continue to be conducted using a multiple media format, noting the "striking" difference between those exposed to only 1-2 sources and those exposed to 3-4. The effect of multiple-media sources is incremental, and while sources that reach large numbers of people are crucial, they need to be supported by other mediums.
Source
Jato, M.N., et. al. "The Impact of Multimedia Family Planning Promotion on the Contraceptive Behavior of Women in Tanzania." International Family Planning Perspectives, Vol. 25, No. 2, June 1999: pps. 60-67.