Reproductive Health is in Your Hands: impact of the Bolivia National Reproductive Health Program Campaign.

During January-February 1994 and November 1994 in Bolivia a market research firm conducted baseline and follow-up surveys respectively among middle to lower income men and women aged 15-49 living in seven urban areas to determine the effectiveness of the mass media campaign of the National Reproductive Health Program (NRHP) conducted during April-November 1994. The seven urban areas were La Paz Santa Cruz Cochabamba Sucre Oruro Tarija and El Alto. The evaluation focused on four cities however. The campaign consisted of a series of radio and television spots featuring messages on family planning birth spacing pre- and postnatal care breast feeding and abortion prevention. The targeted audience was middle and lower income adults aged 18-35. Almost everyone was aware of some aspect of the campaign particularly the NRHP logo (97% vs. 57% at baseline). 85% of the survey respondents had been exposed to the campaign. In the four main cities awareness among high-exposure respondents rose from 84% to 91%. Television as the source of reproductive health information increased from 24% to 66%. Radio increased 4 percentage points. The campaign apparently had no effect on detailed knowledge and positive attitudes toward family planning. On the other hand preventive health knowledge (e.g. prenatal care and duration and consistency of breast feeding) increased significantly from 19% to 32% among high-exposure respondents. The campaign did not appear to improve partner communication on reproductive health but it did improve communication with friends relatives and other health providers (e.g. among women aged 18-35 in the high exposure group 71-82%). After the campaign men in the high-exposure group were significantly more likely to intend to begin or to continue family planning use (25% at baseline vs. 60% after the campaign; p < 0.01). In the four main cities family planning use increased 61% (5.4-8.7%) in the high exposure group. Family planning use increased among women aged 18-35 from 9.1% to 13%. Expansion of the campaign is recommended.