Title of Presentation

							   ACQUIRE
Communications:
 Highlights and
Lessons Learned
         Cindi Cisek
 Meridian Group International
ACQUIRE End-of-Project Event
     September 17, 2008
        “More                          More      More
                 to                           in
        Services                       People    Places”

                  Increased Access, Quality and Use

• Service sites
  readied                                                                                    • Accurate
• Staff
  performance                                     Quality
                                                                                          • Accurate
                                                                                               information
                                                                                               shared
  improved            Supply                 client-provider         Demand               information
                                                                                             • Image of
• Training,                                     interaction                         • Image of services
                                                                   Increased knowledge         services
  supervision,     Increased availability
                                                                      + acceptability      enhanced
                                                                                               enhanced
  referral,                                                                                  • Communities
  and logistics                                                                        • Communities
                                                                                               engaged
  systems                                                                                engaged
  strengthened
                                            Advocacy
                                 Improved policy + program environment

                                • Leadership and champions fostered
                                • Supportive service policies promoted
                                • Human and financial resources allocated


             Fundamentals               Data for               Gender         Stakeholder
                of Care             Decision Making            Equity         Participation
ACQUIRE Implemented 9 Different
Communications Campaigns

    Ghana: Vasectomy
    Honduras: Vasectomy
    Bangladesh: Vasectomy
    Kenya: IUD
    Guinea: IUD
    Uganda: IUD
    Ethiopia: IUD
    Tanzania: LAPMs
    Azerbaijan: Reversible FP Methods
Ghana: Vasectomy Campaign

   Campaign objectives:
    – Create awareness of and a
      positive image for vasectomy
    – Provide correct information
      on vasectomy
    – Increase awareness of sites
      where vasectomy is available
   Accra and Kumasi – major
    metropolitan areas
   TV, TV documentary, radio,
    hotline, and community
    outreach
Bangladesh: “My Husband is Best”
Communications Campaign

   Campaign objectives:
    – To dispel myths and eliminate
      stigma associated with
      vasectomy
    – To improve male involvement
      in family planning.
    – To encourage dialogue
      between potential clients and
      providers.
   Four districts: Dinajpur,
    Chandpur, Cox’s Bazar, and
    Chittatong
   TV, posters
Bangladesh: Campaign Results

   3 out of 4 men surveyed had
    awareness of vasectomy after
    the campaign                                               Recalled scenes & messages from TV commercials
                                                                       (base = men exposed through TV)
   80% aware of vasectomy
    (n=180) heard through TV                                 100%                                         93%                     90%
                                                             90%                                                      80%                                79%
   Message resonated well with                              80%       71%         68%                                                        73%

    high recall                                              70%




                                   % of respondents recall
                                                                                               53%
                                                             60%

    – 95% could recall “My                                   50%

      Husband is Best” slogan                                40%
                                                             30%

    – 90% recalled vasectomy is                              20%

      permanent                                              10%
                                                              0%
    – 80% recalled the call to
                                                                    man returns man plays man chops slogan "My     "go or     "NSV is a "a procedure "easyand
                                                                                ith
                                                                    home from w children w ood/takes husband is contact your permanent all men can      safe
                                                                       NSV       and wife load from  the Best"     health    FP method       get"    procedure"


      action—go to your nearest
                                                                     operation               wife                 facility"   for men"




      facility
Azerbaijan: Multiple Methods Campaign

   Campaign objectives:
     – Create a positive image
       about modern
       contraceptives and
       increase public
       awareness about the
       variety of modern
       contraceptive
       methods.
   National campaign
   TV, Metro stations,
    point-of-sale materials
Based on our experience….


   Communications and community activities increased
    method use across all countries
    – Regardless of investment level or duration of communications
      support
   On-going communications initiatives are needed to cost-
    effectively sustain the momentum
    – Fewer start-up costs and targeted media bursts make these very
      cost-effective
   Coordinated Supply-Demand-Advocacy is essential to
    maximizing program results