Longitudinal comparison of the Peru Mass Media Campaign: using the mass media to change behavior. Draft.

Findings are reported from a comparison of data collected from national urban and peri-urban probability samples to determine how Tromes and other mass media activities have affected Peruvian attitudes and behaviors on family planning over time. Data were collected in 5 surveys administered in March August and December 1993; July 1994; and March 1995. The campaigns registered spontaneous recall exposure levels of 50-65% and assisted recall levels of more than 95% throughout the period of study. On average survey respondents recalled about 2.5 communication activities in the first 3 surveys and more than 5 activities in the final 2 surveys when the number read was increased. Change in the awareness of methods was high across all surveys but the communication activities were associated with only modest changes in attitudes. Messages about specific attitudes concerning specific methods should be incorporated into future communication materials to enhance the long-term effects of media activities. That Peruvians are reporting increases in family planning method use and continuation indicates that the mass media activities are helping to sustain family planning use in Peru.