Husband-wife communication and family planning: impact of a national TV drama.

Interspousal communication is an important determinant in family planning behavior. Only little experience exists however worldwide in promoting husband-wife communication on a national scale. The Johns Hopkins University Population Communication Services with the support of the US Agency for International Development helped the Pakistan Ministry of Population Welfare between May 1990 and June 1993 design and implement its national communication strategy and plan of action. The first phase of the strategy included the Aahat Media Campaign developed to increase the level of approval of spacing and family planning promote husband-wife communication promote gender equality and increase clinic attendance and the adoption of modern contraceptives. This paper examines how a six-episode national social drama "Aahat" helped increase husband-wife communication on family planning and contraceptive methods. It also examines how exposure to the drama influenced interspousal behavior increasing joint decision-making and encouraging prospective clients to visit family planning clinics. Finally the authors comment on how these findings demonstrate the role of ideational processes in fertility behavior. The best artists were engaged to create a show worth watching. The public response to the drama was very positive. Press coverage was extensive with reviews and features throughout the national and regional press.