Impact of an Advertising Campaign on Condom Use in Urban Pakistan

Agha, Sohail; Meekers, Dominique

doi:10.1111/j.1728-4465.2010.00253.x

Cited by 18 publications

(19 citation statements)

References 30 publications

(22 reference statements)

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“…This highlights the gradual spread of this strategy within public health. We also see the utilization of branding in countries not observed in the 2008 review, including Pakistan [24], Zimbabwe [25], and Spain [40].…”

Section: Community Intervention Trial For Smoking Cessation (Commit) mentioning

confidence: 75%

Systematic review of health branding: growth of a promising practice

Evans

Blitstein

Vallone

et al. 2014

Behav. Med. Pract. Policy Res.

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Brands are marketing tools that create mental representations in the minds of consumers about products, services, and organizations. Brands create schema that help consumers decide whether to initiate or continue use of a product or service. Health branding determines behavioral choice by building consumer relationships and identification with health behaviors and their benefits. Health branding can be measured by the associations individuals form with health behaviors. In 2008, Evans and colleagues systematically reviewed the literature on health brands, reported on branded health messages and campaigns worldwide, and examined specific branding strategies in multiple subject areas. This paper extends that review. We replicated the comprehensive online literature search strategy from 2008. We screened a total of 311 articles and included 130 for full-text review. This included both articles from the 2008 review and new articles. After excluding those new articles that did not meet full-text inclusion criteria, we reviewed 69 in total. Of these, 32 were new articles since the 2008 review. Branded health campaigns cover most major domains of public health and appear worldwide. Since 2008, we observed improvement in evaluation, application of theory, and description of campaign strategies in published work. We recommend enhanced education of public health practitioners and researchers on the use and evaluation of branding.

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Section: Community Intervention Trial For Smoking Cessation (Commit) mentioning

confidence: 75%

Systematic review of health branding: growth of a promising practice

Evans

Blitstein

Vallone

et al. 2014

Behav. Med. Pract. Policy Res.

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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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“…This focus of this study has been on factors associated with the intentions to use contraceptives. One recent Pakistani study using panel data has shown a powerful relationship between intentions to use condoms and condom use in a subsequent time period [ 18 ]. Intentions to perform a behavior translate into actual behavior when environmental obstacles can be overcome and individuals have skills to perform the behaviors [ 1 - 3 ].…”

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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Impact of an Advertising Campaign on Condom Use in Urban Pakistan

Cited by 18 publications

References 30 publications

Systematic review of health branding: growth of a promising practice

Systematic review of health branding: growth of a promising practice

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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