JCAP Social and Behavior Change Communication Strategy

JCAP Social and Behavior Change Communication

Strategy

USAID Jordan Communication, Advocacy, and Policy Project

2015 - 2019

Social and Behaviour Change Communication (SBCC)

Other documents in the SBCC series:

JCAP Technical Series

JCAP. 2015. Social and Behavior Change Communication Strategy. Jordan, Social and Behavior Change Component: USAID Jordan Communication Advocacy and Policy Project, Abt Associates

Disclaimer: The authors’ views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government.

الدليل الإرشادي للمواد

الإتصالية في مجال

تنظيم الأسرة


JCAP Social and Digital

Communication Strategy


2015

COMMUNITY OUTREACH PROGRAM


Achievements and Lessons Learned

JCAP Social and Behavior Change Communication

Strategy


2015 - 2019

| 1

Table of Contents

List of Acronyms � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 2

Background and Rationale � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 3

SBCC Strategic Approach � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 4

SBCC Strategic Objective � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 7

Audience Analysis � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8

Audience Segmentation � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8

Primary Audience [Self Level] � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 8

Secondary Audience [Interpersonal and Community Level] � � � � � � � � � � � � � � � � � � � � � � � � � � 9

Audience Analysis � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 9

Married Women of Reproductive Age (MWRA) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �11

Married Men of Reproductive Age�� 12

Youth (Non-Married) � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �13

Extended Family Members � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �14

Community Members � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �15

Communication Objectives and Messages � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �16

SBCC Strategy MIX � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �25

Integrated Mix of Channels � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �25

Complementary Approaches � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �28

SBCC Strategic Interventions � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �29

SBCC Intervention Matrix � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �29

Individual Based Intervention during JCAP phase 1 � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �30

Community Based Intervention during JCAP phase 1 � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �32

Integrated campaigns and social media during life of project � � � � � � � � � � � � � � � � � � � � � � � � � � � � �36

Monitoring and Evaluation Framework � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �38

References � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �42

2 | JCAP Social and Behavior Change Communication Strategy

List of Acronyms

AMEP Annual Monitoring and Evaluation Plan

AWSO Arab Women Speak Out

CCA Circassian Charity Association

CHWs Community Health Workers

CME Constructive Male Engagement

CPR Contraceptive Prevalence Rate

CSO Civil Society Organization

FP Family Planning

FP/RH Family Planning/Reproductive Health

GOJ Government of Jordan

GUVS General Union of Voluntary Societies

HSSII Health System Strengthening Project

ICCS Islamic Charity Center

JCAP Jordan Communication, Advocacy and Policy Project

JHCP Jordan Health Communication Partners

KAP Knowledge, Attitude and Practice Survey

MCPR Modern Contraceptive Prevalence Rate

MWRA Married Women of Reproductive Age

RLs Religious Leaders

SBC Social and Behavior Change

SBCC Social and Behavior Change Communication

SHOPS Strengthening Health Outcomes through the Private Sector project

TFR Total Fertility Rate

Background and Rationale | 3

Background and Rationale

Jordan has one of the fastest growing populations in the world, which has grown from 2�1 to over 6�3 million people since 1979� At the current growth rate of 2�2%, the population is expected to double by 2040� Jordan is also experiencing a demographic transition with a huge “youth bulge,” as 31% of the population is between the ages of 15 and 29� For a country with limited resources, especially water and energy, rapid population growth presents a significant challenge to the Government of Jordan’s development goals and long term stability� Furthermore, there were more than 550,000 registered Syrian refugees in Jordan as of January 2014 according to the United Nations High Commission for Refugees (UNHCR)� The influx of refugees has placed increasing pressure on Jordan’s efforts to improve economic and social indicators and provide quality services in essential areas such as healthcare and education�

Jordan experienced a remarkable fertility decline from 7�4 children per woman in 1976 to 3�5 in 2012(1); however the TFR has been stagnant since 2002 with no statistically significant declines� Even though contraceptive prevalence increased from 40 in 1990 to 61% in 2012, this increase has been almost entirely through increased use of traditional methods, which represent 19% of the total contraceptive prevalence rate� Modern method use has remained constant since 2002 at approximately 42% of currently married women� Knowledge of family planning in Jordan is high, but even if women and men might want to have fewer children, space births, or delay the first birth, this desire does not mean they will adopt family planning� Increasing the use of integrated FP/RH services and the utilization of modern family planning methods in Jordan requires the adoption of new behaviors and changing norms�

USAID/Jordan has long supported SBCC activities and behavior change communication (BCC) activities to promote GOJ development goals in maternal and child health and family planning� Approaches included policy development, advocacy, media campaigns, social - and community-mobilization, and interpersonal communication� While many of these interventions succeeded in enhancing public awareness, efforts are still needed to stimulate positive changes in attitudes and practices towards creating lasting behavior change – particularly with reference to fertility preferences and social norms, use of modern contraceptives for family planning, birth spacing, gender preferences, and GOJ support for FP/RH issues�

(1) Jordan Population and Family Health Survey 2012�


SBCC Strategic Approach

JCAP SBCC adopts a holistic approach that will not be limited to only behavior change communication activities but will also focus on social and behavior change to affect norms and attitudes related to family planning and reproductive health (FP/RH) and advocacy� The advocacy activities aim at increasing support for family planning and reproductive health as a key component of national development to create an enabling environment�

JCAP SBCC applies a Socio-Ecological Model for Change(2) that examines several levels of influencers to provide insight on the causes of problems and find tipping points�

The analysis levels

• The individual or self-level most affected by the issue

• Direct influencers on the individual

- The interpersonal level: partners, family and peers

- The community level: organizations, service structures and providers�

Both the interpersonal and community influencers shape community and gender norms, access to and demand for community resources, and existing services�

• The national level or indirect influencers make up the outer enabling environment� Components may facilitate or hinder change, and include national policies and legislation, political forces, the private sector, religion, technology and the natural environment�

(2) C-Change� 2012� C Modules: A Learning Package for Social and Behavior Change Communication (SBCC)�

The analysis levels correlation in the Socio-Ecological Model of Change

SBCC Strategic Approach | 5

The Cross Cutting Factors

Each level of analysis and the people involved are influenced by several cross-cutting factors (the triangle of influence) identified in the following four large categories: information, motivation, ability to act and norms.

Based on the Socio-Ecological Model for Change, success will be achieved through targeted, evidence-based SBCC interventions that address the cross cutting factors successfully to influence the ability of the targeted segments to take favorable actions about FP/RH�

Information (Knowledge): Providing evidence-based medical information and addressing misconceptions �e�g�, about modern contraceptives and their side effects�

Motivation: Changing people’s attitudes, beliefs, or perceptions of the benefits, risks, or seriousness of the issues related to FP and modern methods of contraceptives—e�g�, attitudes towards birth spacing and beliefs about the benefits of family planning�

Ability to act: Empower people to take informed decision by providing them with:

• Skills especially life skills; problem-solving; decision-making; negotiation; critical and creative thinking and interpersonal communicat ion

• Access includes financial, geographical, or transport issues that affect access to services and ability to buy products�

Norms: as expressed in perceived, socio-cultural, and/or gender norms—have considerable influence as it reflects the values of the group and/or society at large and social expectations about behavior�

Based on the Socio-Ecological Model for Change, JCAP chooses the following three key strategies to address change

Cross cutting behavioral factors in the Socio-ecological Model of

Change


Advocacy: to raise resources as well as political and social leadership commitment to development actions and goals towards FP/RH issues

Social mobilization: at the community and national level for wider participation, FP coalition building, and ownership, including community mobilization

Behavior change communication: at the individual, community and interpersonal level for changes in knowledge, attitudes and practices among specific audiences�

SBCC Strategic Objective | 7

SBCC Strategic Objective

JCAP SBCC activities aim to increase demand for and utilization of FP/RH services and to reduce unmet needs for family planning by addressing behaviors and attitudes towards desired family size, birth spacing and the acceptability of contraceptives through favoring the utilization of FP/RH services�

The importance of family planning will be presented in a broader context of improving the quality of life to enhance the receptivity and recognition of the benefits of family planning� The following statement represents JCAP SBCC strategic objective as follows:

Jordan Families Adopting Family Planning Practices as a Fundamental Strategy to Achieving Quality Lives�


Audience Analysis

Audience Segmentation

Target groups include the following:

1. People directly affected by the consequences of improper or lack of FP practices 2. People directly influencing them3. People indirectly influencing themTarget audiences are identified and classified based on the Socio-Ecological Model for Change as follows:

Primary Audience [Self Level]This level represents individuals who are directly affected by the consequences of large family size, low birth spacing intervals and the risk of recurrent pregnancies, therefore responsible for making decisions related to family planning and choices of FP methods� People at this level are either married women or men of reproductive age, or individuals who will be future husbands and wives including engaged couples and non-married youth

a. Married Women of Reproductive Age • Sub-audience 1a: Married women, pre-childbearing: • Sub-audience 1b: Married women who want to space their births:• Sub-audience 1c: Women who have completed their family

b. Men Partners• Sub-audience 2a: Married Men

c. Engaged Couples • Sub-audience 3a: Engaged Women and Men , pre-childbearing

d. Adolescents and non-married youth (15-29 years old)• Sub-audience 3a: Secondary School age (15-18 ) • Sub-audience 3b: College/University/Vocational Studies: After school age (19-23)• Sub-audience 3b: Post graduate/ labor market age (23-29)

Audience Analysis | 9

Secondary Audience [Interpersonal and Community Level] a. Extended family members and community members:Family members, friends and community members can influence a couple’s or a woman’s choice of birth spacing and contraceptive method� Therefore, the interventions targeting those influencers should focus on promoting the importance of birth spacing and family planning, increase their knowledge about modern family planning methods, and address their misconceptions towards modern family planning methods�

• Sub-audience 1a: Family members especially mothers in law • Sub-audience 1b: Friends and peers• Sub-audience 1c: Community members

b. Community and Opinion LeadersThe following community gatekeepers should be targeted through advocacy interventions to mobilize them to advocate for RH/FP, since it is fundamental to improve community members’ quality of life:

• Sub-audience 2a: Religious leaders• Sub-audience 2b: Political leaders • Sub-audience 2c: Traditional leaders• Sub-audience 2d: Private-sector leaders

c. Service ProvidersThe knowledge, abilities, and attitudes of service providers, health workers, and pharmacists have been shown to have a great impact on utilization of RH/FP services� Therefore, JCAP will collaborate with the USAID-funded HSS and Ta’ziz projects to improve health care providers’ knowledge and attitudes towards modern family planning methods�

• Sub-audience 3a : Service providers at health facilities• Sub-audience 3b : Pharmacists• Sub-audience 3c : Community health workers

Audience Analysis

Utilization of RH/FP services is influenced by a range of issues, including gender, social and cultural norms, knowledge, attitudes, barriers and access to services� Therefore, it is important to understand the determinants of positive RH/FP behaviors for each


audience, as well as the perceived benefits from these desired behaviors, to be able to develop effective SBCC programs and targeted communication messages�

The listed perceived barriers under each target segment were identified based on literature reviews, findings of the Jordan Family Planning Market Segmentation Analysis conducted under Ta’ziz project in June 2011 and the findings of the outreach home visits program review conducted by JCAP in February 2015� Target analysis section will be reviewed once the JCAP Knowledge Attitudes and Practices baseline survey of married women of reproductive age (MWRA) and the Qualitative Study on Gender Roles and Decision Making around FP Practices are completed to create a relevant foundation of information and to make it possible to measure changes across the life of the JCAP Activity�


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res e

ffect

iven

ess

and

prot

ect a

gain

st un

wan

ted

preg

nanc

ies

• En

sure

s saf

ety

and

prot

ect w

omen

aga

inst

risk

of re

curr

ent

preg

nanc

ies

• El

imin

ate

wor

ries

of sh

iftin

g fro

m o

ne

met

hod

to a

noth

er

Incr

ease

in n

umbe

r of

wom

en w

ho a

gree

th

at•

Chi

ld sp

acin

g fo

r at

leas

t 3 y

ears

will

im

prov

e th

eir q

ualit

y of

life

and

the

heal

th

of th

eir f

amili

es•

Girl

s and

boy

s are

equ

ally

impo

rtan

t •

Smal

l fam

ily si

ze re

flect

s pos

itive

ly o

n th

e fa

mily

qua

lity

of li

fe•

Mod

ern

FP m

etho

ds a

re sa

fe a

nd e

ffect

ive

• D

iscus

sion

with

par

tner

s on

of F

P re

late

d iss

ues

is im

port

ant

Incr

ease

in n

umbe

r of

wom

en w

ho

appr

ove

to•

Use

of m

oder

n FP

met

hods

for c

hild

sp

acin

g an

d fa

mily

pla

nnin

g•

Shift

from

trad

ition

al to

mod

ern

FP

met

hods

for c

hild

spac

ing

and

fam

ily

plan

ning

�

Incr

ease

in n

umbe

r of

wom

en w

ho re

port

•

Talk

ing

to th

eir p

artn

ers a

bout

FP

• K

now

ing

whe

re to

acc

ess F

P m

etho

ds

• K

now

ing

how

to u

se a

t lea

st on

e m

oder

n FP

met

hod

• Sh

iftin

g fr

om tr

aditi

onal

to m

oder

n FP

m

etho

ds

• U

sing

of m

oder

n FP

met

hods

for c

hild

sp

acin

g


Married Men of Reproductive Age

Married Men of Reproductive Age

Optimal Behavior Perceived Barriers Perceived Benefits Communication Objectives

• Support delaying first birth or birth spacing for at least 3years apart

• Participate in the family planning decisions and contraceptive method choice

• Value the small family size

• Value girls and boys equally

• Not convinced about the benefits of birth spacing and family planning

• Lack of knowledge about modern family planning methods

• Belief that it is a woman’s responsibility to prevent pregnancy

• Negative associations with talking about FP and sex

• Desire for a son if family has only daughters

• Religious and traditional beliefs

• Desire to have a large family size

Adopting FP concept and using modern FP methods • Improves the health

of mother and child • Improves the quality

of life • Allows families

to devote more resources to each child

• Allows mothers to devote more time to each child

• Allows more time for mothers to focus on their interest

• Allows peace of mind when having sex

• Ensures effectiveness and protect against unwanted pregnancies

• Ensures safety and protect women against risk of recurrent pregnancies

Increase in number of men who • Agree that child

spacing for least 3 years will improve their quality of life and the health of their families

• Agree that small family size reflects positively on the family quality of life

• Agree that girls and boys are equally important

• Can identify more than one modern contraceptive method

• Report talking to their partners about FP

• Join their wives for FP counseling


Youth (Non-Married)

Youth Non-Married


• Adopt life planning • Acquire knowledge

& skills of life planning

• Intend to discuss FP during engagement before marriage

• Support FP/gender discussions with peers or community

• Value small family size

• Value girls and boys equally

• Lack of knowledge and skills of life planning

• Not convinced about the benefits of life planning on their future achievements

• Not convinced about the benefits of child spacing or family planning


• Religious misconceptions: Islam does not allow family planning

• Life planning reflects positively on the individual’s future outcomes

• Family planning reflects positively on country economy & development

• Couple communication before marriage reflects positively on the marriage success and stability

• Family planning reflects positively on the quality of life of the future family

• Modern FP methods are effective and safe

Increase in number of Youth who • Adopt life planning

strategies• Support life

planning concept• Support family

planning and small family size concept

• Intend to discuss FP during engagement before marriage

• Can identify more than one modern contraceptive method

• Support FP/gender discussions with peers or community


Extended Family Members

Extended Family Members (e.g. Mother, Mother in law)


• Support the importance of birth spacing and family planning�

• Support the use of modern family planning methods

• Support the equity between girls and boys

• Value the small family size

• Not convinced about the benefits of child spacing or family planning

• Desire for larger families

• Preference for boys • Religious &

Traditions belief• Lack of knowledge

about modern family planning methods

• Misconceptions towards modern family planning�


• Family planning reflects positively on the quality of life of the extended family


Increase in the percentage of people who agree that • Child spacing and

family planning has a positive effect on the wellbeing of the family

• Modern family planning methods are safe and effective

• Girls & boys are equally important

• Small family size reflects positively on the family quality of life

• Increase in the percentage of people who report

• Supporting their extended families to space their births and use modern family planning methods


Community Members

Community Members (Religious and Opinion Leaders)


• Support the importance of birth spacing and family planning

• Support the use of modern family planning methods

• Support the equity between girls and boys

• Value small family size

• Integrate RH/FP information and services into social and economic development programs

• Not convinced about the benefits of RH/FP services for communities

• Religious and traditional beliefs

• Competing issues and resources


• Family planning reflects positively on country economy & development (less burden on social services and less demand for water, food, education, healthcare, housing, transportation, and jobs)

• Family planning improves economic growth, with fewer dependent young people and more adults in the workforce

• Family planning reflects positively on the quality of life of the family


Increase in number of community leaders who • Believe that RH/

FP programs help their communities to improve their quality of life and the health families

• Believe that RH/FP modern methods are effective, safe & religiously approved

• Understand the components of effective RH/FP programs and how to support them in their communities

• Become advocates for provision of better quality and more accessible RH/FP services

• Become advocates for gender equity

• Become champions of RH/FP programs


Communication Objectives and Messages

Communication is a key component of social and behavior change activities� JCAP SBCC strategy will go beyond simply providing information to target audiences and is expected to affect real changes in attitudes toward desired family size, birth spacing and the acceptability of contraceptive use through a well-designed family planning messages that is tailored to specific audiences; introduced in the context of development and Jordanian family and cultural values; and demonstrate the health and socioeconomic benefits of family planning

JCAP SBCC strategy will enhance receptivity and recognition of the importance of family planning by presenting it in a broader contexts, such as: (i) life planning, especially among youth and students; (ii) the economic situation of the family; (iii) the need for more attention to each child in critical early childhood years; (iv) child spacing for the health of the mother and child; (v) the importance of continuing education before having children; (vi) compatibility with religious beliefs; (vii) the importance of couples’ communicating about FP methods, spacing and number of children desired,(viii) male support and involvement for improved health and socioeconomic outcomes in favor of FP/RH is crucial, (ix) gender equity and female empowerment are key elements to achieve the national development objectives�

General Communication Objectives and Messages

General Communication Objectives

• Birth spacing for at least three years

• Using a modern family planning method to delay pregnancy or space births

• Encouraging partner discussion about family planning and joint deci-sions about modern method of choice

• Visiting a health facility for more information and family planning ser-vices

• Promoting gender equity

General Communication Messages

• Spacing your children at least three years apart is key for a healthy and prosperous family


• Modern family planning methods are safe and reliable

• Use a modern family planning method to delay pregnancy or space births

• Talk to your partner about a modern family planning method of your choice

• Visit a health facility for more information and family planning services

• Girls and boys are equally important for the family

Primary Audience [SELF]

1. Married Women of Reproductive Age:

1a: Married woman, pre childbearing (Newly-Wed)

Communication Objective:

• Encourage couple dialogue to start planning their families and to decide when they are best suited to provide for a child’s overall wellbeing

• Promote birth spacing for at least 3 years focusing on their positive im-pacts on child and mother health and wellbeing of the family

• Promote the concept of small family size

• Increase knowledge about modern family planning methods by focusing on that�

– Modern contraceptive methods are effective, safe with no effects on fertility if used at an early age

– Modern contraceptive methods mix include a wide range of methods of choice to fit your current health condition and personal FP objec-tives (focus on pills both POPs,COCs and condoms )

• Promote proper choice of contraceptive method based on

– Jointly informed decision by wife and husband

– Proper consultation by the service health provider

– Best fit to women health condition and to personal FP objectives

• Promote gender equity


Communication Messages:

• Space your births at least 3 years and give yourself the time to build your life as a couple

• Use a modern family planning method to delay pregnancy or space births

• Modern family planning methods are effective, safe and reliable

• Modern family planning methods proved to have no effect on fertility when used at an early age

• Modern family planning methods are available in a wide range to fit your personal FP objectives

• Plan together (with your partner) for your family and jointly decide on the modern family planning method of choice

• Consult your health service provider on the modern family planning method of choice

• Girls and boys are equally important to your family

1b: Married women- Active childbearing


• Encourage couple dialogue to plan for their families

• Promote birth spacing for at least 3 years focusing on the positive im-pacts on child and mother health and wellbeing of the family


• Increase knowledge about modern family planning methods

– Modern contraceptive methods are effective, safe with no effect on fertility if hormonal type is used

– Modern contraceptive methods mix include a wide range of methods of choice to fit your current health condition and personal FP objec-tives (focus on OCP, IUD and implants)

• Promote proper choice of contraceptive method based on




– Best fit to women health conditions and serve personal FP objectives


Communication Messages

• Space your births at least 3 years, and give yourself the time to focus on your family

• Space your births at least 3 years to ensure child and mother health and wellbeing of your family

• Enjoy protection against unintended pregnancies and choose a modern FP method

• Choose a modern FP method; once used, you don’t have to think about family planning and can focus on what’s important to you and your family


• Hormonal Modern family planning methods proved to have no effect on fertility


• Plan together (with your partner) for your family and jointly decide on the modern family planning method of choice�



1c: Women who have completed their family


• Encourage couple dialogue to plan for their families

• Promote long acting modern FP methods to protect women from risks of recurrent pregnancies


– Increase knowledge about modern family planning methods

– Modern contraceptive methods are effective and safe

– Long acting modern contraceptive methods proved to be safe and effective

– Modern contraceptive methods mix include a wide range of methods of choice to fit your current health condition and personal FP ob-jectives (focus on long acting methods such as IUD, injectable and sterilization)

• Promote proper choice of contraceptive methods based on



– Best fit to women health condition and serve personal FP objectives


Communication Messages:

• Delay any future pregnancy and give yourself the time to focus on your health and family

• Enjoy protection against unintended pregnancy and choose a modern FP method

• Enjoy protection against risk of recurrent pregnancies and choose a modern FP method

• Choose a modern FP method; once used, you don’t have to think about family planning and can focus on what’s important to you and your family


• Long acting family planning methods proved to have no effect on your health


• Plan together (with your partner) for your family and jointly decide on the modern family planning method of choice




2. Married Men of Reproductive Age

Married Men:

Communication Objectives

• Increase their support for family planning by identifying its relationship with the wellbeing of their family, poverty and development


• Increase their knowledge about modern family planning methods

• Encourage them to participate in the contraceptive method choice by jointly discussing & taking the FP decisions with their partners and visit-ing care providers for counseling

• Mobilize men to discuss FP with their friends, neighbors or family mem-bers



• Family planning enables couples to time pregnancies in a way that is ben-eficial to the mother’s and children’s health�

• Speak to your partner about FP and make FP decisions jointly

• Family planning ensure your family is healthy and well-cared for

• Be like other men in your community who support their wives to prac-tice family planning�

• Encourage your wife to visit a health care provider for FP counseling

• Girls and boys are equally important


3. Engaged Couples

Engaged Couples


• Encourage couple dialogue to start planning for their families and to decide when they are best suited to provide for a child’s overall wellbeing�

• Promote birth spacing and family planning concepts focusing on their positive impacts on child and mother health, and wellbeing of the family�


• Increase their knowledge about modern family planning methods�

• Mobilize couples to discuss FP with their engaged friends, neighbors or family members



• Family planning enables couples to time pregnancies in a way that is ben-eficial to the mother’s and children’s health�

• Speak to your partner about FP and make FP decisions jointly

• Family planning ensure your family is healthy and well-cared for

4. Youth (Non-Married) and Adolescents

Youth and Adolescents [Age 15-29]


• Increase their support for life planning by identifying its relationship with their future success & goals achievements

• Increase their support for family planning by identifying its relationship with the wellbeing of their future family



• Mobilize youth to discuss/ FP with their friends, neighbors or family

members

• Encourage couple communication and discussion of FP issues before marriage



• Be prepared, plan ahead for your future career, family and health

• Don’t react take control instead

• Life planning reflects positively on the individual’s future outcomes


• Couple communication before marriage reflects positively on the mar-riage success and stability

• Family planning reflects positively on the quality of life of the future family

• Modern FP methods ensure effectiveness and safety

Secondary Audience [ Influencers]

1. Extended Family Members

Extended family members (mother-in-law, mother, father-in-law, peers, etc.)


• Promote the importance of birth spacing and family planning

• Increase their support to family planning, birth spacing and small family size


• Address their misconceptions towards modern family planning methods



• Family planning ensures your family is healthy and well-cared for


• Modern family planning methods are safe, effective and reliable

• Advise your daughter and son in law to space their births and use a mod-ern family planning methods


2. Community and Opinion Leaders

Community and Opinion Leaders (Religious leaders, school teachers, CBO leaders, etc.)

Increase their support for family planning, integrate them into JCAP Champions program and build their capacity to advocate for family plan-ning issues�


• Religious leaders: increase their support for family planning from a reli-gious stand

• Political leaders: increase their support for family planning from a na-tional and political stand

• Traditional leaders: advocate the advantages of birth spacing on the well-being of their community members�

• Private-sector leaders: support family planning interventions within the community


• Family planning is a key element in building stronger communities an healthier families

• Modern family planning methods are safe, effective and reliable

• Be a leader and lead others to use modern family planning methods


SBCC Strategy MIX | 25

SBCC Strategy MIX

The audience analysis discussed earlier enables us to choose an appropriate strategy mix to address the barriers identified to achieve the desired changes and communication objectives� Based on the Socio-Ecological Model for Change, success will be achieved through targeted, evidence-based SBCC interventions that adopt different approaches to influence the ability of the targeted segments to take favorable actions about FP/RH�

JCAP SBCC strategy Mix shall focus on a well- designed activities utilizing an integrated mix of channels using different complementary approaches to achieve the desired change

Integrated Mix of Channels

Integrating and combining the three types of channels—mass media, interpersonal communication and community channels can help maximize the effect of SBCC programs by capitalizing on the advantages of each channel to ensure best delivery of the message to the intended audience within the available budget� The below table lists the three types of channels, related advantages and examples of activities and communication approaches under each channel type�

Channel Type:Service Provider

ChannelAdvantages Examples of Activities

a) Interpersonal Communication

• Can be more credible because it is face-to-face

• Permits dialogue (most participatory form of communication) and responds immediately to the individual

• Can motivate, influence and support

• Between provider and client (doctors, midwives, and pharmacists)


Channel Type:Community Based

ChannelsAdvantages Examples of Activities

a) Outreach Interpersonal Communication

• Can be more credible because it is face-to-face

• Permits dialogue (most participatory form of communication) and responds immediately to the individual

• Can motivate, influenceand support

• Household counseling visits

• Peer to peer• Telephone careline

b) Life skills education program based on FP

• Empowers people with skills to take favorable FP/RH actions

• Permits participatory approach• Provides knowledge, motivates,

enhances the ability • to act and addresses social and

gender norms related issues

• Women Empowerment

• CME program• Premarital

Counseling• Youth Life planning

c) Group Interactions • Greater opportunity to use

participatory approaches• May have more credibility because

trusted local leaders and/or organizations are involved

• Reaches a large percentage of the intended audience

• Women FP social clubs

• Men group discussion on FP

• Group meetings• Debate clubs• Initiatives

d) Edutainment Activities

• Interactive theater• Film making clubs• Contest• Fairs

e) Community Media

• Community Local Radio

SBCC Strategy MIX | 27

Channel Type: Media Channels Advantages Examples of Activities

a) Mass Media

• Range of formats conducive to health messages available, particularly for television

• Can be highly creative• Reaches a large percentage of the

intended audience• Opportunity for direct audience

involvement through call-in shows• Can use local languages and dialects• Comes into the home and can

promote family discussion

• Broadcast (television or radio at national level

• Talk shows• Call-in shows (for

example, “ask the expert” shows, contests)

• Songs and jingles• Celebrity

endorsements

b) Printed Material

• Reaches a large percentage of the intended audience

• Can cover news more thoroughly than television or radio

• Intended audience has the chance to clip, reread, contemplate, and pass along material�

• News coverage and advertising in newspapers and magazines

• Direct mail• Decision-making

aids for clients and providers

• Pamphlets, fliers• Posters, billboards

c) Digital Communication

• Can reach large numbers of people rapidly

• Many formats are available whenever the user wants access�

• Can instantaneously update and disseminate information

• Can be interactive and user-directed• Can combine the audio-visual

benefits of television or radio with the self-pacing of reading

• Internet websites• social media

platforms• Mobile phone

programs/SMS frontline dialogue

• Digital application


Complementary Approaches

Based on the Socio-Ecological Model for Change, success will be achieved through targeted, evidence-based SBCC interventions that adopt different approaches to address the cross cutting factors that influence the ability of the targeted segments to take favorable actions about FP/RH� Each approach has different influence on the cross cutting factors; for example interpersonal communication can provide tailored information, permits dialogue and responds immediately to the individual, group interaction approach can motivate and support, life skills educating programs empower and build self-efficacy to take decision while edutainment activities can provide information and motivate reach to a high percentage of the targeted audiences� JCAP SBCC strategy adopts a mix of complementary approaches to ensure addressing the different influencing factors as illustrated below�

1. Interpersonal Communication2. Life Skills Educating Programs3. Group Interactions4. Edutainment Activities

SBCC Strategic Interventions | 29

SBCC Strategic Interventions

SBCC Intervention MatrixPrimary Target

• MWRA• Partner Men• Couples• YouthInfluencers

• RLs• Service Providers• Family members• Community Members• Peers

Enabling Environment• Services• Polices• Economics• Religion


Indi

vidu

al B

ased

Inte

rven

tion

dur

ing

JCA

P p

hase

1

Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

plem

e -

nter

sTa

rget

Aud

ienc

e

Impl

emen

t -

atio

nye

ar

1-O

utre

ach

Hou

seho

ld

Cou

nsel

ing

Vis

its

• Re

crui

t and

tr

ain

fem

ale

CH

Ws t

o co

nduc

t ho

use

visit

s co

unse

ling

• Pr

omot

e th

e be

nefit

s of f

amily

pl

anni

ng a

nd b

irth

spac

ing�

• Im

prov

e w

omen

’s kn

owle

dge

abou

t mod

ern

FP m

etho

ds

• Re

duce

wom

en’s

misc

once

ptio

ns to

war

ds

mod

ern

FP m

etho

ds�

• Ad

dres

s wom

en’s

heal

th

conc

erns

of F

P m

etho

ds�

• In

crea

se a

cces

s to

mod

ern

FP

met

hods

�

• Id

entif

y &

recr

uit a

ctiv

e w

omen

into

oth

er F

P so

cial

gr

oups

• In

crea

se m

en’s

know

ledg

e ab

out m

oder

n FP

met

hods

• In

crea

se m

en’s

supp

ort f

or F

P

• Re

view

hou

se v

isit

prog

ram

and

dev

elop

ne

w st

rate

gy

• D

evel

op/a

dapt

m

ater

ials

and

job

aide

s to

prov

ide

guid

ance

on

coun

selin

g an

d re

ferr

al

• D

evel

op b

adge

s, bu

ttons

and

oth

er

item

s tha

t sup

port

the

cent

ral p

ositi

onin

g an

d pr

omot

ion

of

qual

ity

• D

evel

op fo

rmal

re

ferr

al sy

stem

be

twee

n C

HW

and

cl

inic

s�

• D

evel

op re

port

ing

syste

m th

at d

efine

po

sitiv

e de

vian

ces

• G

UV

S

• C

CA

• Po

tent

ial

Gra

nt

CSO

s/

IFH

• 1-

MW

RA:

:85%

of

tota

l wom

en

reac

hed

• Pr

e-ch

ildbe

arin

g

• C

hild

bear

ing-

Inco

mpl

ete

fam

ily

• C

hild

bear

ing

–C

ompl

ete

fam

ily

2- F

amily

In

fluen

cers

15%

of t

otal

w

omen

reac

hed

3- P

artn

er M

en

whe

n po

ssib

le

• Y(

1)


Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

plem

e -

nter

sTa

rget

Aud

ienc

e

Impl

emen

t -

atio

nye

ar

2-Pe

er to

Pe

er C

lub

• Es

tabl

ish

wom

en o

r yo

uth

�l cl

ubs

• Ea

ch c

lub

incl

udes

m

embe

rs

trai

ned

to re

ach

othe

r wom

en o

r yo

uth

in th

eir

com

mun

ity,

neig

hbor

hood

, or

in

wor

kpla

ces

thro

ugh

outre

ach

peer

to p

eer

educ

atio

n se

ssio

ns w

ith

wel

l -de

signe

d co

mm

unic

atio

n m

essa

ges a

nd

tool

s add

ress

ing

FP/R

H a

nd

Gen

der r

elat

ed

issue

s�

Wom

en/

• Pr

omot

e th

e be

nefit

s of f

amily

pl

anni

ng a

nd b

irth

spac

ing

• Im

prov

e w

omen

’s kn

owle

dge

abou

t mod

ern

Fam

ily p

lann

ing

met

hods

• Ad

dres

s wom

en’s

heal

th

conc

erns

and

fear

of f

amily

pl

anni

ng m

etho

ds�

• In

crea

se w

omen

’s ac

cess

to

mod

ern

fam

ily p

lann

ing

met

hods

�•

Incr

ease

wom

en’s

supp

ort t

o ge

nder

rela

ted

issue

sYo

uth/

• In

crea

se Y

outh

supp

ort f

or

fam

ily p

lann

ing

• In

crea

se k

now

ledg

e ab

out

mod

ern

fam

ily p

lann

ing

• En

cour

age

coup

le d

ialo

gue

to d

iscus

s FP

issue

s bef

ore

mar

riage

• M

obili

ze Y

outh

to d

iscus

s/

prom

ote

FP p

rinci

ples

with

th

eir f

riend

s, pe

ers,

neig

hbor

s or

fam

ily m

embe

rs

• D

evel

op o

r ada

pt

trai

ning

mod

ule

on

FP/R

H, G

ende

r iss

ues,

life

Plan

ning

an

d pe

er to

pee

r co

mm

unic

atio

n sk

ills

• D

esig

n &

pro

duce

ed

ucat

iona

l too

ls

• G

rant

C

SOs

• JO

HU

D•

Oth

ers

• W

omen

- M

WR

A-

Influ

ence

rs

• Yo

uth

- Non

Mar

ried

- Eng

aged

- M

ale

& F

emal

es

-Age

(18-

29)

• W

omen

- Y(

2)

• Yo

uth

- Y(1

)


Com

mun

ity

Bas

ed In

terv

enti

on d

urin

g JC

AP

pha

se 1

Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

ple-

men

ters

Targ

etA

udie

nce

Impl

e-m

enta

tion

year

A) L

ife S

kills

Edu

catin

g Pr

ogra

ms b

ased

on

FP

1. W

omen

Em

pow

erm

ent

Prog

ram

2. C

ME

Educ

atio

n Pr

ogra

m

3. P

rem

arit

al

Cou

nsel

ing

prog

ram

4. Y

outh

Life

Pl

anni

ng

prog

ram

• Re

crui

t and

trai

n C

SO m

embe

rs

to ta

rget

wom

en,

men

,cou

ples

and

yo

uth

thor

ough

a

spec

ializ

ed L

ife sk

ills

educ

atin

g pr

ogra

ms

such

as

• W

omen

Em

pow

erm

ent

• C

onstr

uctiv

e M

ale

Enga

gem

ent

• Pr

emar

ital

Cou

nsel

ing

• Yo

uth

Life

Pla

nnin

g

Wom

en: E

mpo

wer

w

omen

to ta

ke

info

rmed

dec

ision

re

late

d to

FP/

RH

Men

: Enh

ance

co

nstr

uctiv

e m

en

enga

gem

ent i

n FP

/RH

Enga

ged

Cou

ples

: En

cour

age

coup

le

com

mun

icat

ion

abou

t FP

/RH

Yout

h: E

nhan

ce li

fe

plan

ning

/FP

prac

tices

&

incr

ease

kno

wle

dge

abou

t FP/

RH

Dev

elop

or a

dapt

sp

ecia

l life

skill

s m

odul

es w

ith a

n in

tegr

ated

FP/

RH

m

ater

ial

• W

E M

odul

e /

Revi

sed

AWSO

m

odul

e

• C

ME

mod

ule

• C

oupl

e C

ouns

ellin

g M

odul

e

• Yo

uth

Life

Pl

anni

ng M

odul

e

Gra

nt C

SOs

INJA

Z

1- (W

ASL)

pr

ogra

m

2- G

oal

prog

ram

Oth

er

Pote

ntia

l

1- (J

OH

UD

/A

WSO

2- IC

CS/

C

ME

Yout

h/Y1

Oth

er/Y

2


Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

ple-

men

ters

Targ

etA

udie

nce

Impl

e-m

enta

tion

year

B) G

roup

Inte

ract

ions

1- G

roup

D

iscu

ssio

ns•

Recr

uit a

nd tr

ain

CSO

mem

bers

to

man

age

and

faci

litat

e gr

oup

inte

ract

ion

activ

ities

such

as

grou

p di

scus

sion

mee

tings

• Pr

omot

ing

FP/b

irth

spac

ing

and

the

use

of m

oder

n FP

m

etho

ds

• In

crea

sing

know

ledg

e ab

out m

oder

n FP

m

etho

ds�

• In

crea

sing

supp

ort

amon

g fa

mily

m

embe

rs in

fluen

cers

(ie

, hus

band

and

m

othe

r in

law

) to

FP

/birt

h sp

acin

g an

d th

e us

e of

mod

ern

FP

met

hods

• En

cour

agin

g co

uple

dia

logu

e to

jo

intly

mak

e FP

de

cisio

ns, i

nclu

ding

co

ntra

cept

ive

met

hod

choi

ce�

• In

crea

sing

supp

ort

amon

g po

pula

tion

to

Gen

der r

elat

ed is

sues

Dev

elop

or a

dapt

FP

/RH

and

Gen

der

Issu

es g

roup

di

scus

sion

mod

ule

• G

rant

C

SOs

ICC

S/W

omen

gr

oup

Disc

ussio

n

Men

gro

up

disc

ussio

n

• W

omen

-

MW

RA

- Fa

mily

In

fluen

cers

• M

en

Y(1)


Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

ple-

men

ters

Targ

etA

udie

nce

Impl

e-m

enta

tion

year

2- O

utre

ach

thro

ugh

re

ligio

us

lead

ers

(Chu

rche

s &

Mos

ques

)

• Tr

ain

mal

e an

d fe

mal

e re

ligio

us

lead

ers t

o di

ssem

inat

e FP

con

cept

s and

G

ende

r iss

ues

form

re

ligio

us st

and

and

Inte

grat

e it

in F

riday

’s se

rmon

and

relig

ious

le

sson

s

• Ad

voca

te fo

r Gen

der

issue

s and

fam

ily

plan

ning

thro

ugh

to su

rmou

nt th

e cu

ltura

l bel

ief t

hat

FP is

not

allo

wed

in

Isla

m o

r Chr

istia

n re

ligio

n

Adap

t RLs

trai

ning

m

odul

e pr

evio

usly

de

velo

ped

unde

r JH

CP

• M

inist

ry o

f AW

QAF

• C

hurc

h•

ICC

S-

Frid

ay

Serm

on-

Wom

en

Relig

ious

le

sson

s-

Men

Re

ligio

us

less

ons

• C

omm

unity

• W

omen

• M

en•

RLs

(W

a’eza

t &

Imam

s)

ICC

S / Y

(1)

AWQ

AF/Y

2

3- D

ebat

e FP

C

lubs

• Re

crui

t and

trai

n C

SO m

embe

rs to

es

tabl

ish a

nd m

anag

e D

ebat

e cl

ubs o

n FP

/R

H

• In

crea

se Y

outh

su

ppor

t for

fam

ily

plan

ning

•

Incr

ease

kno

wle

dge

abou

t mod

ern

fam

ily

plan

ning

•

Enco

urag

ing

coup

le

dial

ogue

to jo

intly

m

ake

fam

ily p

lann

ing

deci

sions

, inc

ludi

ng

cont

race

ptiv

e m

etho

d ch

oice

�•

Mob

ilize

You

th to

di

scus

s/ p

rom

ote

FP

prin

cipl

es w

ith th

eir

frien

ds, p

eers

, or

fam

ily m

embe

rs

Dev

elop

or

adap

t •

FP d

ebat

e cl

ub

mod

ule

Gra

nt C

SOs

• JO

HU

D/

- Yo

uth

Deb

ate

Clu

b

Yout

h M

ale

& fe

mal

eAg

e: 1

8-29

Non

-mar

ried

JOH

UD

/ Y(

1)


Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

ple-

men

ters

Targ

etA

udie

nce

Impl

e-m

enta

tion

year

C)

Edut

ainm

ent A

ctiv

ities

Edut

ainm

ent

Act

ivit

ies

• C

omm

unit

y Th

eate

r•

Film

mak

ing

• St

ory

telli

ng

Con

test

• Fa

irs

• Ed

utai

nmen

t Le

ctur

es•

Cam

paig

ns

• H

old

com

mun

ity

base

d ac

tiviti

es th

at

dial

ogue

s FP/

Mod

ern

cont

race

ptiv

es

usin

g ed

utai

nmen

t ap

proa

ch &

pre

sent

s po

sitiv

e de

vian

ces

(and

thei

r par

tner

s)

as k

ey a

dvoc

ates

,

• En

cour

age

soci

al

dial

ogue

& In

crea

se

soci

al su

ppor

t fo

r FP/

Mod

ern

Con

trac

eptiv

es

Met

hods

Mat

eria

ls de

velo

ped

by g

rant

CSO

s•

Gra

nt

CSO

s•

JOH

UD

- In

tera

ctiv

e th

eate

r-

Film

m

akin

g cl

ub

• O

ther

Po

tent

ial

/JAF

PP

Cam

paig

ns

1- C

lub

mem

bers

/Yo

uth

-Mal

e &

Fe

mal

e-A

ge:1

8-29

2- A

ctiv

ty

Audi

ence

/ C

omm

unity

m

embe

rs

JOH

UD

/ Y(

1)


Inte

grat

ed c

ampa

igns

and

soci

al m

edia

dur

ing

life

of p

roje

ct

Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

plem

ent-

ers

Targ

etA

udie

nce

Impl

emen

-ta

tion

year

A) F

P N

atio

nal S

ocia

l Mar

ketin

g C

ampa

igns

OC

P /C

CP

Cam

paig

nRe

sum

e O

CP

cam

paig

n pr

evio

usly

co

nduc

ted

by sh

ops

To e

nsue

mom

entu

m

& p

reve

nt

cann

ibal

izatio

n of

on

e m

oder

n m

etho

d ov

er o

ther

(IU

D o

ver

OC

P)

• M

ass M

edia

/TV

, ra

dio

spot

• PR

/Int

ervi

ews &

Fe

atur

e sto

ries)

• So

cial

Med

ia/

(“O

sritn

a” fa

cebo

ok

page

)•

Mer

chan

disin

g/fly

er

distr

ibut

ion

• O

utre

ach/

Edut

ainm

ent l

ectu

res

JCAP

MO

H, H

PC,

DR

MS,

FP

Coa

litio

n,

Priv

ate

sect

or)

MW

RA

Part

ner M

en

Fam

ily M

embe

rs

Y(1)

Com

mun

ity

Base

d SB

CC

C

ampa

ign

1

Laun

chin

g N

atio

nal

soci

al m

arke

ting

FP

cam

paig

n ta

rget

ing

New

ly W

ed w

omen

us

ing

mul

tiple

ch

anne

ls

Link

the

bene

fit o

f FP

with

the

righ

t ch

oice

of m

oder

n FP

m

etho

d th

at b

est fi

t yo

ur F

P ob

ject

ives

• M

ass M

edia

/ lon

g-sh

ort

• Pr

int M

edia

• PR

• So

cial

Med

ia•

Mer

chan

disin

g•

Com

mun

ity b

ased

ac

tiviti

es

JCAP

MO

H, H

PC,

- New

ly W

ed

wom

en

- Men

Par

tner

- Fam

ily

Mem

bers

- Com

mun

ity

mem

bers

Y(2)


Act

ivit

ies

Des

crip

tion

Purp

ose

Tool

sIm

plem

ent-

ers

Targ

etA

udie

nce

Impl

emen

-ta

tion

year

Com

mun

ity

Base

d SB

CC

C

ampa

ign

2

Laun

chin

g N

atio

nal

soci

al m

arke

ting

FP

cam

paig

n ta

rget

ing

Activ

e ch

ildbe

arin

g w

omen

usin

g m

ultip

le c

hann

els

Link

the

bene

fit o

f FP

with

the

righ

t ch

oice

of m

oder

n FP

m

etho

d th

at b

est fi

t yo

ur F

P ob

ject

ives

Mas

s Med

ia/ l

ong-

shor

tPr

int M

edia

PR Soci

al M

edia

Mer

chan

disin

gC

omm

unity

bas

ed

activ

ities

JCAP

MO

H, H

PC,

-Act

ive

child

bear

ing

-Men

Par

tner

-Fam

ily M

embe

rs-C

omm

unity

m

embe

rs

Y (3

)

Com

mun

ity

Base

d SB

CC

C

ampa

ign

3

Laun

chin

g N

atio

nal

soci

al m

arke

ting

FP

cam

paig

n ta

rget

ing

Lim

iters

(Wom

en

who

com

plet

ed

thei

r fam

ilies

) usin

g m

ultip

le c

hann

els

Link

the

bene

fit o

f FP

with

the

righ

t ch

oice

of m

oder

n FP

m

etho

d th

at b

est fi

t yo

ur F

P ob

ject

ives

• M

ass M

edia

/ lon

g-sh

ort

• Pr

int M

edia

• PR

• So

cial

Med

ia•

Mer

chan

disin

g•

Com

mun

ity b

ased

ac

tiviti

es

JCAP

MO

H, H

PC,

-Lim

iters

-Men

Par

tner

-Fam

ily M

embe

rs-C

omm

unity

m

embe

rs

Y (4

)

B)

Dig

ital C

omm

unic

atio

n To

ols a

nd P

latfo

rm

SBC

C A

ctiv

ities

us

ing

Dig

ital

Com

mun

icat

ion

tool

s and

pl

atfo

rm

Des

ign

and

impl

emen

t SBC

C

activ

ities

usin

g di

gita

l co

mm

unic

atio

n pl

atfo

rms a

nd to

ols

Enco

urag

e so

cial

di

alog

ue &

Incr

ease

so

cial

supp

ort

for F

P/M

oder

n C

ontr

acep

tives

M

etho

ds

• C

omm

unic

atio

n M

essa

ges

& C

onte

nt•

Tool

s des

ign

• M

anag

emen

t pro

cess

JCAP

/Con

-tr

acte

d D

igita

l co

mm

unic

a-tio

n Se

rvic

es

spec

ializ

ed fi

rm

1-C

omm

unity

m

embe

r2-

Spec

ific

targ

et

audi

ence

Y(1

)


Monitoring and Evaluation Framework

JCAP developed its Annual Monitoring and Evaluation Plan to monitor activities performance against different level of indicators� The below table includes indicators reflecting the performance of the planned SBCC activities�

Activity Objective (IR 3.1): Use of Integrated FP/RH Services Increased

J-CAP Goal: Increase use and continuation of FP/RH services as a safe, effective and acceptable way to ensure a healthy family, build a sustainable community and maintain a secure Jordan.

a� Percentage of MWRA who report discontinuing FP methods within the last two years, by methods

b� Number of acceptors of modern contraceptive methods generated among MWRA reached through household visits

c� Percentage of MWRA who believe that birth spacing will contribute to better opportunities for parents and children

Result 1 (Sub-IR 3.1.2): Demand for Family Planning and Reproductive Health (FP/RH) Services Increased

1�a Percentage of MWRA reached in household visits who acted on an FP voucher received with JCAP support

1�b Percentage of MWRA who have discussed use of FP methods with their spouse (personal use) in last 6 months

1�c Percentage of MWRA/audience who recall JCAP campaign spots by messages/channels

1�d Percentage of MWRA who agree that couples should decide together the number of children to have

1�e Percentage of MWRA who report a smaller ‘ideal’ family size

Sub Result 1.1 Increased strategic communication through multi-channel FP social marketing campaigns at national level

1�1�a Number of Communication Campaigns & multi-channel initiatives supported by J-CAP

Sub Result 1.2 Increased knowledge and positive perception of modern FP meth-ods and fertility norms

Monitoring and Evaluation Framework | 39

1�2�a Number & percent of civil society organizations (CSOs) implementing SBCC outreach activities with J-CAP support that meet performance criteria

1�2�b Number of household counseling visits for FP/RH supported by JCAP (USG assistance) (M-PMP 3�1�1�c)

1�2c Percentage of MWRA able to demonstrate knowledge on the benefits of FP

Gender and Youth Cross Cutting

GXC1 Number and Percentage of target population with an increased understanding of gender principles

GXC2 Proportion of target population that agrees with the concept that males and females should have equal access to social, economic and political opportunities Gender F-4

YXC1 Number and Percentage of Youth reached who intend to discuss FP during engagement before marriage

YXC2 Number and Percentage of Youth (or other target groups) reached who actively supported FP/gender discussions with peers or community

Cross Cutting

XC1 Number of trainings, workshops, awareness raising or events conducted with J-CAP support to increase knowledge/ skill

XC2 Number of research studies supported by JCAP providing evidence on population issues and FP/RH

XC3 Number of partnerships established by JCAP with governmental, public or private sector organizations, or groups to promote FP/RH

XC4 Number of communication, advocacy or other materials & tools created with JCAP support�

XC5 Number of news stories or media presentations (social, digital, interactive platforms) linked to JCAP efforts


The following output and outcome indicators are designed per activity to reflect and feed into the JCAP AMEP�

SBCC Channel/Approach

Process/Output Indicators Outcome Indicators

Individual Based SBCC Activities

1 Interpersonal Communication• Outreach home

visits program

• Number of women reached� (1�2�a)• Number of visits conducted�(1�2�b)• Number of couple counseled• Number of MWRA referred for

family planning services�

• Number of MWRA who acted upon free vouchers�(1a)

• Number of MWRA who adopt a family planning method (b)

2 Interpersonal Communication• Peer-to-peer

• Number of participants who are recruited and trained as peer educators by Name, sex and age

• Number of training workshops conducted(XC1)

• Number of target audience reached through peer to peer sessions by Name, sex and age

• Number of peer to peer sessions conducted(XC1)

• Number of peer to peer training modules developed or adapted(XC4)

• Change in Knowledge and Attitude towards FP/RH issues (1�2�c)

• Change in Knowledge and Attitude towards among youth towards FP/RH and Gender issues (YXC1) ,(YXC2)

Community Based SBCC Activities

1 Life skills education activities• Women

Empowerment• CME• Premarital

Counseling• Life Planning for

Youth

• Number of participants who are recruited and trained as activity educators/facilitators by Name, sex and age

• Number of training workshops conducted(XC1)

• Number of target audience engaged in each group activity by Name, sex and age

• Number of group interaction sessions conducted(XC1)

• Number of training modules developed or adapted (XC4)


• Change in Knowledge and Attitude towards Gender issues (GXC1,GXC2)


2 Group Interaction • Group Discussion• Outreach activities

through RLs• Debate Clubs

Monitoring and Evaluation Framework | 41

SBCC Channel/Approach

Process/Output Indicators Outcome Indicators

3 Edutainment Activities• Interactive Theater

Club• Film making Club• Storytelling Club• Contest, etc

• Number of participants who are recruited and trained as club members by Name, sex and age

• Number of training workshops conducted (XC1)

• Number of attendance audience by Name, sex and age

• Number of performances conducted (XC1)

• Number of training modules developed or adapted(XC4)


• Change in Knowledge and Attitude towards Gender issues (GXC1,GXC2)


Integrated campaigns and social media

1 FP National Social Marketing Campaign• OCP Campaign• SBCC

Community based Campaign

• Number of channels deployed(1�1�a)

• Mass Media channel Indicator• Social Media Indicators• Number of communication

material produced (XC4)• Number of printed material

distributed• Number of community based

activities conducted (XC1)• Number of attendance/participants

in the community based activities

% of audience who recall campaign% of audience who recall campaign messages (1�c)% of audience who report gain of knowledge after exposing to campaign messages% of audience who report favorable change of attitude after exposing to campaign messages

2 Digital Communication Interventions• Social Media• Digital

Application• Mobile phone

programs

• Number of channels deployed (1�1�a)

• Social Media Indicators

% of audience who report gain of knowledge after exposing to online messages% of audience who report favorable change of attitude after exposing to online messages


References

• Jordan Population and Family Health Survey 2012

• Jordan Family Planning Market Segmentation Analysis� June 2011, Strengthening Family Planning Project

• C-Change� 2012� C Modules: A Learning Package for Social and Behavior Change Communication (SBCC)�

• Family Planning Programs� Series J, Number 56� Communication for Better Health [2008]

• The Health Communication Capacity Collaborative HC3� (2014) An Adaptable Communication Strategy for Contraceptive Implants� Baltimore: Johns Hopkins Bloomberg School of Public Health Center for Communication Programs�

• The Health Communication Capacity Collaborative HC3� (2014) A theory-based framework for media selection in demand generation programs� Baltimore: Johns Hopkins Bloomberg School of Public Health Center for Communication Programs�

• Reaching the Goals of Cairo: Male-Involvement in Family Planning� Chapel Hill, N�C� April 13, 2006

• Jordan National Youth Assessment� February 2015, USAID/Jordan Monitoring & Evaluation Support Project (MESP)

• Jordan Youth Survey Universities, Community Colleges and High Schools� Asian Football Development project� March 2013

• A Framework for into Youth Development Programs� International Youth Foundation

• Community based Family Planning� July 2009 Technical Update No� 7: Reaching Youth Through Community Strategies

USAID Jordan Communication,Advocacy, and Policy Project

Social and Behaviour Change Communication (SBCC) Technical Series

Documents

JCAP Social and Behavior Change Communication Strategy