Changing men's attitudes and behavior: the Zimbabwe Male Motivation Project

A multimedia communication campaign was conducted between 1988 and 1989 to promote family planning among men in Zimbabwe. The campaign consisted of a 52-episode semiweekly radio drama 80 motivational talks and 2 pamphlets about contraceptive methods. Changes over time were measured by comparing a subset of a follow-up survey conducted from October to December 1989 to a baseline survey conducted from April to June 1988. Men exposed to the campaign were also compared to unexposed men. The follow-up survey revealed that the campaign reached 51.5% of men ages 18-55. Radio had the greatest reach (37.9% or almost 580000 men) and strongest impact at a cost of $.16/person exposed and $2.41/new acceptor. Among married Shona-speaking men use of modern contraceptive methods increased from 55.5% to 59.1% during the campaign. Condom use increased from 5.6% to 10.4%. The follow-up survey of both single and married men showed a greater use of modern contraceptives by exposed men compared to men not exposed (61.8 vs. 50.2%) as well as greater use of condoms as the most effective method (32.4 vs. 20.9%). Awareness and current use of modern contraceptives was also higher among exposed men primarily due to a greater awareness of condoms. Exposure was also related to family planning decision making attitudes and behavior. The odds ratio of the husband making the decision to practice family planning was significantly greater for those exposed to the campaign as was the odds ratio for men saying that a husband and wife should both decide how many children to have. (authors)