A Multi-Media Communication Campaign to Promote Responsible Parenthood and Family Planning Methods: Phase 1

Code:    Proj-425
Date:    10/01/1987 - 12/01/1988
Duration: 15 Months

This project implemented a nationwide multimedia campaign on family planning. The staff, in close consultation with the Department of Health, planned, developed and produced materials for print and broadcast media. The campaign directed at married couples of reproductive age (MCRAs), aimed: (1) To improve the quality of information about family planning methods acceptable to the Philippine Population Program; (2) To encourage MCRAs to consult their nearest health center on the family planning methods appropriate to them; and (3) To convince MCRAs to use a family planning method of their choice. The campaign made use of the radio as its main medium in the rural areas. Ten radio commercials were developed and produced, addressing most common fears, misconceptions and rumors regarding all program methods. Helen Vela, a noted radio and TV personality, was engaged as spokesperson in three of the radio materials. All radio materials were produced in Filipino and four major regional languages: Cebuano, Hiligaynon (Ilonggo), Ilocano and Bicolano. The radio commercials in Filipino were aired over Tagalog-speaking areas starting September 22, 1988. In the other areas, the campaign started in the first week of October 1988. Television was the medium used in the urban areas. Five TV commercials promoted the acceptance and practice of family planning and responsible parenthood. Spokesperson for television was Senator Joseph Estrada. These plugs were aired for four months over the five major television stations starting September 7, 1988. Also developed and produced were collateral print materials: a wall chart on family planning methods for display in FP service points; and a flyer on methods for distribution to MCRAs. Feedback gathered in Iloilo likewise showed that people were talking about family planning as a result of the campaign. In Metro Manila, an informal survey conducted among married couples showed a high level of awareness and approval of the campaign."