The Drum Beat 28: Evaluated Programmes - JHU/CCP

This issue focuses on the evidence from evaluated communication programmes. The information was provided by Johns Hopkins University Center for Communication Programs [JHU/CCP]. It draws on their extensive programming relationships with NGOs and Governments in the South and their commitment to evaluation research.



1. Radio Soap Operas - Nepal - two radio soap operas [52 episodes each] have broadcast on Radio Nepal. "Cut Your Cloth According to Your Needs" disseminates the benefits of a well-planned family among couples and creates demand for services among the people. "Service Brings Rewards" is
designed to improve the performance of health workers, especially in interpersonal communication and counseling.



Evaluation: Modern contraceptive prevalence in the 4 priority districts increased from 37.4% to 44.7%. The number of clients at 2 rural sentinel health posts went up from 800 to 1500. Clients and providers who heard both programs interacted best.



Contact Edson Whitney ewhitney@jhuccp.org



2. "Gold Star Quality" - Egypt - seeks to improve the quality of care offered by public sector health facilities through: improving the image of service providers; promoting clinics that meet high quality standards; associating those clinics with a Gold Star symbol. Clinics earn and retain the Gold Star by demonstrating standards based on 101 quality indicators.



Evaluation: % of users of family planning public sector services up from 30% in 1992 to 40% in 1997; 70% of women and 90% of men reported a high level of understanding that the Gold Star represented superior quality; and, CPR went up from 48% to 55% between 1992-1997.



Contact Alfred Yassa: ayassa@jhuccp.org



3. Women, Democracy and Governance - Nigeria - seeks to increase the participation of women in political and civil life. The 1st phase was from March '97 to February '98 during the time of political and social instability. 16 NGOs implemented the project through capacity building seminars; workshops; advocacy visits to community leaders; political rallies; cultural activities; and, increasing the visibility of women in the media.



Evaluation: NGO membership up 32%; 20 women were elected to the House of Representatives and 7 to the Senate; a high level of exposure meant 9.5 times more likely to vote; % of women who said they would vote for a candidate other than their spouse's choice rose from 54.5% to 65.2%.



Contact Susan Krenn: skrenn@jhuccp.org



4. Reproductive Health [RH] - Bolivia - once a taboo subject RH is now a topic of discussion. Large-scale communication campaigns raised public awareness about RH and disseminated information about the availability of RH services. Interventions include radio and TV spots, print materials, and radio information shows and national publicity. A mobile Lilac Tent which housed videos, live music, theater, puppet shows and interactive learning for community members was later launched to emphasize maternal survival and gender roles.



Evaluation: 71% increase in new family planning clients; interpersonal communication increased from 76% to 80% among the high-exposure group; percentage of new family planning adopters increased from 5.4 percent to 8.7 percent for those highly exposed.



Contact Patricia Poppe: ppoppe@jhuccp.org



5. Kenyan Youth Initiatives Project - Kenya - aims to empower young people with information on their reproductive health. Advocacy included mobilization of leaders, policy makers and youth reproductive health advocates. A music-based radio Youth Variety Show carried information on preventing unwanted pregnancies and sexually transmitted diseases - youth audience of 3.3 million. The Teen Bus traveled to selected districts, recording young people's ideas, opinions and questions. The topics were driven by issues raised by listeners so young people drove the agenda of the radio program.



Evaluation: 56% of youth listened to the Youth Variety Show; 33% recommended it to others; about 30% of parents also listened; 14% took some action as a result; % of new clients referred to youth-serving clinics rose from 22% to 58% over a four month period.



Contact Susan Krenn: skrenn@jhuccp.org



6. Positioning Family Planning [FP] - Philippines - Department of Health communication program emphasized: "If you love them, plan for them", shifting the focus from avoiding pregnancy to planning and caring for children. Couples encouraged to visit a FP provider and select a method of
their choice. Radio and television spots promoted FP use as a way to have more time to love and enjoy one's children. Objective was to bring about ideational change on family planning. Messages based on the Steps to Behavior Change model.



Evaluation: women with high levels of message recall 1.57 times more likely to have visited a family planning provider; and, women with high exposure were 1.65 times more likely to have used modern contraceptives.



Contact: Edson Whitney: ewhitney@jhuccp.org



7. Family Health Practices - Uganda - DISH (Delivery of Improved Services for Health) - by Pathfinder International with JHU/CCP as the communication partner. 'Family Health Made Easy' and the Yellow Flower logo identify health facilities with improved RH services. Soccer matches, bicycle rallies, drama tours and music contests disseminated messages. "Safer sex or AIDS" encourage youth to abstain or use condoms for preventing HIV/AIDS. Family planning is promoted under the "Plan today and enjoy tomorrow" slogan. Choices, a weekly radio program, aims to increase knowledge of reproductive health.



Evaluation: 35% increase in condom use; 55% increase in clients receiving STD treatment from health facilities; and, 90% of youth interviewed had been exposed to at least one campaign material or activity.



Contact Susan Krenn: skrenn@jhuccp.org



8. Promotion of Youth Responsibility Project - Zimbabwe - launched in 1995 to promote risk reduction behaviors, increase awareness of reproductive health services and foster positive attitudes towards responsible sexual behavior. Young people were involved in the development of an extensive 6 month communication campaign. Posters, leaflets, newsletters, radio, drama, telephone hotline as well as peer educators were utilized to reach young people. Youth and health centers were identified with a "youth-friendly" emblem.



Evaluation: [self-reported] 53% said "no" to sex as a result of campaign exposure; 20% stuck to one partner; 11% began condom use or asked partners to do so; 28% of young people reported visiting a health center for individual services.



Contact Susan Krenn: skrenn@jhuccp.org



9. Reaching Youth Through Technology - Peru - An interactive multimedia CD-ROM called "Isabel: Your Electronic Counselor" contains information on sexuality, contraception, unplanned pregnancies and gender. It allows young people who feel uncomfortable speaking to adults about sensitive issues like these, to seek information in an anonymous way. The information is presented through videos, animated cartoons, text and audio. It operates on a touch screen basis.



Evaluation (with Population Council): 96% of clinic clients liked Isabel; 60% found it easier to interact with Isabel than with a traditional counselor; 59% of those who used it were younger than 24 years of age; and, 59% were women.



Contact Patricia Poppe ppoppe@jhuccp.org



10. Mass Media Expands Choices - Tanzania - The Ministry of Health family planning communication project [1991 to 1994], technical assistance from JHU-CCP, was designed to educate women and men of reproductive age about the health benefits of modern contraceptive use. Radio spots were broadcast
in Kiswahili on Radio Tanzania; a 52 episode radio serial drama on family planning themes Zinduka! (Wake up!) was also broadcast twice a week; and, a new national family planning logo, the Green Star, was launched.



Evaluation: 8% exposed to at least one media source were using modern methods moving up to 45% for those who had been exposed to 6 media sources; [approx] 25% of women said that they had taken some action.



Contact Susan Krenn skrenn@jhuccp.org



11. Shabuj Shathi - Bangaldesh - a 13 part TV Drama on Maternal and Child Health, launched in 1996 as part of the Green Umbrella campaign by the Ministry of Health. The main objective was to encourage audiences to develop trust and confidence in field workers as sources of information on health and family planning services.



Evaluation: approx 80% in urban areas and 65% in rural areas with access to television watched; 66% of those who watched advised others to adopt family planning; and, 50% plus visited health centers to obtain individualized maternal and child health services.



Contact Edson Whitney ewhitney@jhuccp.org