The Impact of Multimedia Family Planning Promotion on the Contraceptive Behavior of Women in Tanzania

Abstract

This study examined effects of mass media campaigns promoting family planning (FP) on contraceptive use in Tanzania. Nationally representative data were obtained from a 1994 KAP Survey and a 1991-92 Demographic and Health Survey. Tanzania integrated FP into maternal and child health services in 1988. It adopted 1992 IEC policy a national communication program and social marketing of condoms in 1992. The FP Communication Project operated during 1991-94 and educated men and women about the health benefits of modern contraception. The multimedia campaign relied on radio spots in 1993 and 1994 a radio serial drama during 1993-94 a Green Star logo posters leaflets newspapers and audiocassettes. Other campaigns by five other organizations or programs were complementary. Analysis reveals that womens exposure to mass media sources of FP messages was associated with increased contraceptive use especially modern methods. Women exposed to FP messages were more likely than other women to discuss FP with their spouses and to visit health facilities. These effects remained after controls for residence education age marital status parity approval of FP partners views on FP and radio ownership. Most women who recalled mass media messages were not already using or had not ever used contraceptives. The impact was greater when women were exposed to multiple sources. Messages reached about 55% of reproductive-age women.