Assessing a Thematic Condom Advertising Campaign on Condom Use in Urban Pakistan

Agha, Sohail; Beaudoin, Christopher E.

doi:10.1080/10810730.2011.635768

Cited by 22 publications

(10 citation statements)

References 23 publications

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“…This study provides some insight regarding how long the impact of a condom-advertising campaign may last. Although an earlier study found that exposure to the first phase of the Touch campaign (implemented in February and March 2009) was associated with higher condom use in the three-week period immediately following that campaign (Agha and Beaudoin 2009), this study shows that exposure to the first phase of the Touch campaign was not associated with improvements in behavior observed five months later (that is, at the time of the follow-up survey). The (lack of) effect of exposure to the first phase of the Touch campaign on behavior observed five months later was tested without including in the equation the variable measuring exposure to the second phase of the campaign (not shown).…”

Section: Discussioncontrasting

confidence: 82%

Impact of an Advertising Campaign on Condom Use in Urban Pakistan

Agha

Meekers

2010

Studies in Family Planning

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This study describes an assessment of the impact on condom use in urban Pakistan of the second phase of an intensive condom advertising campaign conducted as part of a social marketing program. Between April and June 2009, advertisements for Touch condoms appeared on private television channels and on radio stations. To assess the impact of the campaign, a nationally representative panel survey of men married to women aged 15-49 was conducted, collecting information on behaviors related to condom use and recall of contraceptive advertisements. We employed conditional change regression analysis to determine whether awareness of the Touch ad at follow-up was associated with improved attitudes toward condoms and condom use. Respondents with confirmed awareness of the Touch campaign experienced significant improvements in indicators related to condom use, even after controlling for region, socioeconomic and demographic characteristics, the values of the indicators at baseline, and exposure to the first phase of the campaign. They experienced increases in the following: perceived availability of condoms; discussion of family planning; approval of family planning; procurement of condoms; and ever use, current use, and consistent use of condoms with wife. The study indicates that condom advertising can be effective in increasing condom use in urban Pakistan.

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Section: Discussioncontrasting

confidence: 82%

Impact of an Advertising Campaign on Condom Use in Urban Pakistan

Agha

Meekers

2010

Studies in Family Planning

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“…For the most part, the campaigns were general family planning/birth spacing campaigns that aimed to increase uptake of modern contraceptive methods and services among men and women of reproductive age. Often campaigns targeted specific sub-groups including women (72%), men (63%), married people (28%), people of low (Bailey, Janowitz, Solis, Machuca, & Sauzo, 1989; Kincaid et al, 1996 ; Singhal & Rogers, 1999 ), middle (Agha & Beaudoin, 2012 ; Agha & Meekers, 2010 ), or high (Foreit, de Castro, & Duarte Franco, 1989 ) socioeconomic status or people of urban (Agha & Beaudoin, 2012 ; Agha & Meekers, 2010 ; Babalola & Brown, 2001 ; Babalola, Vonrasek, Brown, & Traore, 2001) or rural (Singhal & Rogers, 1999 ; Sypher, McKinley, Ventsam, & Valdeaellano, 2002 ) residence. A few campaigns also targeted health workers (Basten, 2009 ; Boulay, Storey, & Sood, 2002 ; Kim, Kols, Nyakauru, Marangwanda, & Chibatamoto, 2001; Palmer & Sood, 2004 ; Shefner-Rogers & Sood, 2004 ), community leaders (Basten, 2009 ; Kim & Marangwanda, 1997 ), and religious authorities (Blake & Babalola, 2002 ).…”

Section: Resultsmentioning

confidence: 99%

Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low- and Middle-Income Countries

Naugle

Hornik

2014

Journal of Health Communication

109

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Through a systematic review of the literature, this article summarizes and evaluates evidence for the effectiveness of mass media interventions for child survival. To be included, studies had to describe a mass media intervention; address a child survival health topic; present quantitative data from a low- or middle-income country; use an evaluation design that compared outcomes using pre- and postintervention data, treatment versus comparison groups, or postintervention data across levels of exposure; and report a behavioral or health outcome. The 111 campaign evaluations that met the inclusion criteria included 15 diarrheal disease, 8 immunization, 2 malaria, 14 nutrition, 1 preventing mother-to-child transmission of HIV, 4 respiratory disease, and 67 reproductive health interventions. These evaluations were then sorted into weak (n = 33), moderate (n = 32), and stronger evaluations (n = 46) on the basis of the sampling method, the evaluation design, and efforts to address threats to inference of mass media effects. The moderate and stronger evaluations provide evidence that mass media-centric campaigns can positively impact a wide range of child survival health behaviors.

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“…With the exception of a few recent studies [ 18 , 19 ], there is a near-absence of assessments of the success or failure of strategies adopted to change family planning behavior in Pakistan. Much better understanding and documentation regarding the types of interventions that have had success in Pakistan is needed.…”

Section: Discussionmentioning

confidence: 99%

Intentions to use contraceptives in Pakistan: implications for behavior change campaigns

2010

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BackgroundSince 1990-91, traditional method use has increased at a faster rate in Pakistan than modern method use. The importance of hormonal methods or the IUD has diminished and that of traditional methods has increased in the method mix. There is a need to identify factors motivating and deterring the adoption of specific family planning methods among married men and women in Pakistan.MethodsIn addition to social and demographic characteristics of respondents, a representative household survey collected information on psychological correlates of family planning behavior from 1,788 non-pregnant wives and 1,805 husbands with not-pregnant wives. Males and females were from separate households. Principal components analysis was conducted to identify the underlying constructs that were important for each gender. Multinomial logistic regression analysis was conducted to determine the correlates of male and female intentions to use contraceptive methods.ResultsAmongst women, the perception that her in-laws support family planning use was the strongest determinant of her intentions to use contraceptive methods. A woman's belief in the importance of spacing children and her perception that a choice of methods and facilities with competent staff were available were also powerful drivers of her intentions to use contraceptive methods. The strongest obstacle to a woman's forming an intention to use contraceptive methods was her belief that family planning decisions were made by the husband and fertility was determined by God's will. Fears that family planning would harm a woman's womb lowered a woman's intentions to use methods requiring procedures, such as the IUD and female sterilization.The perception that a responsible, caring, husband uses family planning to improve the standard of living of his family and to protect his wife's health was the most important determinant of a man's intention to use condoms. A husband's lack of self-efficacy in being able to discuss family planning with his wife was the strongest driver of the intention to use withdrawal. A man's fear that contraceptives would make a woman sterile and harm her womb lowered his intention to use modern contraceptive methods.ConclusionsThese findings highlight the importance of having secondary target audiences such as mothers-in-law and husbands in family planning behavior change campaigns implemented in Pakistan. Campaigns that stress the importance of child spacing are likely to have an impact. Client perceptions of the quality of care are important determinants of intentions to use contraceptive methods in Pakistan. Client concerns that the IUD and sterilization procedures might harm a woman's womb and cause sterility should be addressed. The findings suggest that there is a need to assess the actual quality of service delivery in Pakistan.

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Assessing a Thematic Condom Advertising Campaign on Condom Use in Urban Pakistan

Cited by 22 publications

References 23 publications

Impact of an Advertising Campaign on Condom Use in Urban Pakistan

Impact of an Advertising Campaign on Condom Use in Urban Pakistan

Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low- and Middle-Income Countries

Intentions to use contraceptives in Pakistan: implications for behavior change campaigns

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