Peru mass media campaign evaluation indicators: key findings report. Draft.

This report contains data from four waves of surveys collected in the urban areas of Peru from August 1992 to December 1993. It also presents a synopsis of the data collection strategy and sample characteristics designed to acquaint readers with the overall characteristics of the data. Findings indicate that the level of exposure to mass media programming was very high. On average respondents recalled hearing or seeing at least two or three different radio or TV spots or programs. Exposure was further enhanced by the fact that individuals usually heard or saw the programs often suggesting that the mass media programming is "getting the word out" about family planning (FP) and generating a lot of interpersonal communication. The communication impact section of this report showed that media programming was consistently associated with 1) an increase in the image respondents have of FP service providers and services; 2) a decrease in level of myths and rumors about FP; and 3) sometimes an increase in the proportion who decided to use FP or who actually used FP recently. Furthermore findings indicate that respondents liked and approved mass media messages more than messages of shorter format.