Using behavior change communication to lead a comprehensive family planning program: the Nigerian Urban Reproductive Health Initiative.
Bottom Line: The more project activities women were exposed to, the greater their contraceptive use.Intention to use family planning in the next 12 months also increased by 7.5 to 10.2 percentage points across the 4 cities.Demand-led family planning programs, in which demand generation is the driving force behind the design rather than the conventional, service delivery-oriented approach, may be more suitable in places where expressed demand for contraceptives is low.
Affiliation: Johns Hopkins Center for Communication Programs, Baltimore, MD, USA.Show MeSH
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Mentions: In developing strategies for demand generation, service delivery interventions, and advocacy, NURHI has made use of a communication theory called ideation. Ideation is the concept that people's actions are influenced strongly by their beliefs, ideas, and feelings (“ideational factors”) and that changing them can change behavior, including contraceptive behavior (Figure 1).7 Some of these ideational factors are personal, such as what a person knows about family planning and how they think it will affect them. Others reflect social norms, such as what people believe other people will think of them if they use family planning. The more positive ideational factors a person holds, the greater the likelihood the person will adopt the desired behavior.
Affiliation: Johns Hopkins Center for Communication Programs, Baltimore, MD, USA.