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www.populationmedia.org
• Non-profit, international nongovernmental organization • Uses mass media to help people to adopt healthy behaviors • Programs in 24 countries worldwide • Collaborative process with broadcasters, government, UN agencies, and NGOs
Population Media Center
fernandorodriguez.com
fernandorodriguez.com
• Sabido methodology of social change communication • Characters are role models for the audience • Scientifically proven to motivate behavior change
PMC’s Strategy
Miguel Sabido
• World’s population = 7 billion • Adding 80 million people each year • Population growth breeds poverty • Smaller families can save, and invest in education and infrastructure – increased productivity and higher incomes
The Urgency of PMC’s Work
• Lack of access to family planning services is only part of the problem • Information is essential • Changing attitudes & behaviors = shift in social and cultural norms
FP and Behavior Change
• Role models in entertaining dramas can demonstrate these behaviors • Locally written & produced • Broadcast on popular stations
Social Content “Soaps” …that work!
Nigeria: Program Justification 92% of married women do NOT use contraceptives and 55% say they never intend to do so
TFR = 5.7 children
Ideal family size: women = 7 / men = 9
Only 0.2% don’t use contraceptives because services are not available
Ruwan Dare 208 episodes : Kano, Kaduna, Katsina & Sokoto
Reproductive health, early marriage, obstetric care and girls’ education Northwest Nigeria: highest rates of maternal mortality and fistula, and lowest rates of FP knowledge and contraceptive use
Ruwan Dare Extensive formative research used to develop characters, storylines, settings, etc. for the drama
Characters discussed FP – presenting both positive and negative views
67% of reproductive health clients cited Ruwan Dare as their main motivation for seeking services
70% of respondents listened one or more times per week (12 million)
Ruwan Dare: Results
Current use of FP: 5.6 times greater at endline Current use of FP: Listeners 2.4 times more likely than non-listeners to report current use 50% reduction in MMR in two of the broadcast states
Ruwan Dare: Evaluation
Ruwan Dare: Evaluation Desired family size fell from 7.43 to 5.93 Listeners more likely than non-listeners (80% vs. 66%) to say that pregnancies should be spaced Listeners 1.7 times more likely to know where to get FP services
www.populationmedia.org
