1. Integrating variant channels in engaging “life-stage” audiences to make informed Family Planning choices in Uganda Sylvia Mariettah.N. Katende 1, Kim Case Burns 2, Francis Nsanga 1, Milton Byaryamureeba 1, Espilidon Tumukurate 1, Jonathan Magoola Okalangh 1 1 Uganda Health Marketing Group (UHMG), Kampala, Uganda; 2 John Hopkins University Centre for Communication Programs (JHU  CCP)

2. U G A N D A H E A L T H M A R K E T I N G G R O U P BACKGROUND Uganda’s fertility at 6.7 children per woman 40.1 % unmeet need among married women 23% contraceptive use in rural, 18% among uneducated Key barriers: fear of side effects, myths & misconceptions & socio-cultural issues Also wide exposure gap to media messages by residence & education level Source: Uganda Demographic Health Surveys: 2006, 2011

3. U G A N D A H E A L T H M A R K E T I N G G R O U P METHODOLOGY Objective: Increase proportion of audience making informed choices of a method 3 year phased national multi-media campaign Men & women of reproductive age (18-49), Health providers Urban, peri-urban & rural dwellers in the priority districts with high TFR and unmet need Phase1: Mass media to create awareness Phase 2: Mass media, interpersonal & community based channels in to increase self-efficacy Channels were linked & mutually supportive Theme: What is your Smart Choice? U G A N D A H E A L T H M A R K E T I N G G R O U P

4. METHODOLOGY Life stage/AudiencePositioned FP Method Channels 18-24 years Sexually Active but wants to delay child birth Condoms Pills Jingle, Radio Quizzes Toll free Hotline Roadshows Flyers 25-34 years Child Bearing plus want to space births Injectables Implants Community Outreaches Roadshows Merchandise e.g. Aprons 35-49 years Want to limit or stop child birth IUDs Implants Peer education Community media Health Providers Opinion Leaders Whole rangeFlip Charts, Job Aides Advocacy meetings U G A N D A H E A L T H M A R K E T I N G G R O U P

5. IN PICTURES U G A N D A H E A L T H M A R K E T I N G G R O U P

6. Phase 1 35.7% overall recall in the first 3 months. 70.4% exposed to campaign in 11 months 55% of those exposed at least took one self reported positive action e.g.  24% discussed FP with partner  and 19% with a health provider Source: Uganda BCC surveys: October 2012, June 2013 U G A N D A H E A L T H M A R K E T I N G G R O U P RESULTS

7. U G A N D A H E A L T H M A R K E T I N G G R O U P DOSAGE EFFECT DUE TO EXPOSURE TO MULTI-CHANNELS U G A N D A H E A L T H M A R K E T I N G G R O U P

8. RESULTS Phase 2 Radio alone reached 62.8% of the 15-24 radio population in the first 3 months Road shows mainly attracted men and youth. 1006 of these were referred for free FP services Hotline registered 11,240 callers in 10 months (65% were youth 20-29) Source: Operational data and Independent media reach analysis (2014) Source: Operational data & Ipsos Reach Analysis

9. U G A N D A H E A L T H M A R K E T I N G G R O U P RESULTS U G A N D A H E A L T H M A R K E T I N G G R O U P "My wife and I have 5 children and wanted to stop at that. I always mistook her insistence on using family planning as searching for ways to adultery. When I heard about the hotline on radio, I immediately called in for advice. The counselor asked me to call back with my wife on the line and we discussed the contraceptive options. Together we chose the implant for 5 years. My wife had it inserted shortly afterwards at Bubutu Health center". Mafabi Moses (Manafwa District)

10. U G A N D A H E A L T H M A R K E T I N G G R O U P Conclusion Integration of media is effective in reaching & engaging more audiences Audience friendly media increases the likelihood of effective reach e.g. hotline & music among young people and illiterate Community based & Interpersonal channels were an easier way to reach the rural dwellers Evaluating the contribution of each channel to the overall impact of a campaign remains a challenge U G A N D A H E A L T H M A R K E T I N G G R O U P

11. Strategic Approach