1. The document describes an underfunded national family planning communication campaign in Ukraine that achieved results through innovative partnerships.
2. Key strategies included forming a reproductive health partners working group to coordinate stakeholders, and creating opportunities for partners to promote family planning while also advancing their own goals.
3. Evaluation found the campaign reached over 10 million Ukrainians and increased positive attitudes and use of modern contraception over its duration from 2012 to 2016.
Family Planning for All: How an Under-funded Communication Campaign Achieved Results on a National Scale in Ukraine
1. How an under-funded communication campaign
achieved results on a national scale in Ukraine
Prepared by:
Andrea Dickson, Oleg Kuzmenko, Fran Tain
August 25, 2016
FAMILY
PLANNING
FORALL
2. icon credit: Gregor Cresnar, Thomas Helbig, Stephen JB thomas, Anthony Bossard, Noun Project
A national family planning
communication campaign that
defied the odds
3. Myths about
modern
contraception
date from the
Soviet period
Pills negatively affect the
hormonal balance of a woman’s
body
Pills cause negative side effects
such as weight gain, facial hair,
liver problems, fertility problems
Women’s bodies need a “rest”
after using pills for a certain
period of time (months, years)
icon credit: Anthony Bossard, Noun Project
4. Myths and
misinformation
stimulate the
fear of side
effects
IUDs cause cancer, infertility,
inflammation, fibroids, etc.
IUDs can grow into the body
and need to be surgically
removed
Women’s bodies need a rest
after using IUDs for three (or
five) years
5. National family
planning
communication
strategy
objectives
1. Promote the benefits of FP to
Ukrainians of reproductive age
2. Improve attitudes about modern
contraception
3. Increase the use of modern
contraceptives
4. Increase number of service
providers who disseminate accurate
information
5. Increase policymakers support for
FP policies
6. Target
audiences
1. Sexually active youth and
unmarried women and men of
reproductive age (youth)
2. Married women and men of
reproductive age
3. Service providers, including
doctors, mid-level health
providers, and social workers
4. Policymakers
10. 1.We introduced a
comprehensive approach
to changing attitudes and behavior
2.We motivated partners to
contribute by creating
win-win opportunities
icon credit: Luis Prado, Tuk Tuk Design Noun Project
11. Reproductive health partners
working group was foundation for
success
neutral ground
welcoming and task focused
high-level stakeholders could come to consensus and
then roll out consistent message to
implementers (clear “command”)
MOH could give and receive feedback in real
time
12. Reproductive health partners
working group was foundation for
success
a platform for activities that local (NGO, private sector,
etc.) partners could link to
broad membership facilitated creativity and
innovation
platform to support replication at regional levels
WG will live on beyond any one program or partner
involvement, facilitating sustained future activities
13. “We were brave enough to bring
nontraditional partners to the table.”
14. More than 10 million Ukrainians
reached with pro-family planning
messages
icon credit: Nikita Kozin, Noun Project
15. icon credit: Gregor Cresnar, Noun Project
Number of clients
expressing
positive
attitudes towards
hormonal
contraception
increased over
the life of the
campaign
2016
2012
33%
40%
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey, p<0.0001
16. icon credit: Gregor Cresnar, Noun Project
Number of clients
expressing
negative
attitudes towards
hormonal
contraception
decreased over
the life of the
campaign
2016
2012
24%
30%
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey,
17. icon credit: Anthony Boussard, Noun Project
Contraceptive
use (any modern
method) increased
over the life of the
campaign
2012
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey, p=0.02
68%
73%
2016
18. icon credit: Thomas Helbig, Noun Project
Mass media reached more
than 8.5 million people with
pro-family planning messages
24. Choose partners that work with same target audiences but
from different angle
Tailor messages to resonate with each partner
Allow partners to accomplish their own (perhaps underfunded)
goals
Provide partners with access to new and larger audiences
Give access (and relinquish control) to umbrella logo, branding,
messages
win-wins that work
28. A key
objective of
HWUP was to
address
common
myths about
FP
1. Provide women of reproductive
age and couples with evidence-based
information about the safety,
effectiveness, and correct use of
contraception
2. Improve family planning service
providers’ knowledge and skills
3. Improve the policy environment
for reproductive health and family
planning
29. JSI & USAID
developed an
evidence base
to make the
case for a
national FP
campaign
Knowledge, attitudes, and
practices study, 2010
Family planning and
contraceptive security
assessment, 2010
Focus groups, 2009-2011
The Impact of ClinicalTraining on
Health Provider FP and RH
Practices, 2008
30. Key success factors
Developed compelling evidence base
Created win-win partnerships
Timing
External coordination body (not seen as owned by JSI)
Willingness to cede some control over brand and messaging
One logo, one set of messages for use by multiple partners
No missed opportunities to communicate messages
icon credit: Guilhem, Noun Project