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Building scalable communication models_S Shankar Narayan (Population Services International)_2012
India – Building Scalablecommunications’ models… S.Shankar Narayanan Director, Programs, PSI India
Why mass media?• India is a developed media market – 80%+ of the TG are reached through mass media - comprising TV, print, radio, outdoor, mobile, social media – TV is the main medium for entertainment • Opportunity to build an emotional connect and aspiration – The target audience believes mass media is a credible source for information – Mass media builds quick awareness – Anecdotal evidence suggests mass media results in people seeking more information about products and services
Stages of readiness and media effectivenessAdapted from “Stages of Buyer Readiness”, Philip Kotler, MarketingManagement, 11th Ed, 2003.
Effects of Health Communication Campaigns on Behavior Campaign Effect Size on Behavior (d)Adapted from Snyder, Leslie 2007b and Snyder et al. 2009
Selection of mediaCase study 1- People seeking treatment for STIs from Key Clinics % of men seeking treatment 25% 23% 21% 18% 20% 18% 14% 13% 15% 12% 12% 10% 10% 10% 10% 10% 5% 0% IPC Street Outdoor Ads Electronic Baseline-May 06 Theatre Ads Dec 06 Not-exposed Dec 06 Exposed
Selection of MediaCase study 2- Emergency Contraceptive Use of EC 12 10.1 8.1 10 8 3.9 % Use 6 3.2 2.4 4 1.4 2 0 Baseline Endline - Not Endline -Mass Media exposed Ev er use of EC Use of regular contraceptiv e after use of EC
3 models… Pilot and take to scale Other geography – MM only Program focus Other program geography: geography: MM + PBCC + MM + PBCC IPC Legend: MM- Mass Media; PBCC – Provider Behaviour Change Communications; IPC – Inter-personal communications
The process - Research to Action Build an archetype Identify key determinants of behavior w.r.t. the prioritized determinant identify: •beliefs to reinforce (perceived benefits) and/or •beliefs to change (perceived barrier) Create a brand or campaign personality State the brand/campaign promise Position relative to competing behaviors or brands
Process – Research to Action IUCD - Freedom5• Archetype: – Poonam – the happy homemaker All her aspirations revolve around her children and her husband. She wants to free herself from the fear of pregnancy so that she can respond to her husband sexually, without holding back• Determinants of Behaviour: – Poonam will adopt Freedom5 if she was convinced it is as good as sterilization with the added benefit of reversibility* * 2010 TRaC Study• Reinforce core benefit: – Freedom5 will give me ‘peace of mind’
Results – Reach and Recall of TV Ad• Implementation: – On air in end December 2010 and JuIy 2011 – Results of the Reach & recall study in January 2011 • Reach of the campaign - 59.4% of TG • Of those reached: – 59.5% agreed with the statement, ‘Freedom 5 can prevent pregnancy for up to 5 years’ – 33.4% agreed with the statement, ‘Freedom 5 is a reversible method’ – 22.9% agreed with the statement, ‘Freedom 5 is better than other methods’ – 7.9% visited a provider to seek information about Freedom 5 and 41.6% discussed Freedom 5 with their husband
Take Home # 1 Weight of the evidence• Mass media have had measurable and consistent positive effects in FP & HIV programming.• The effects of mass media are greater in developing countries.• Longer interventions have had greater impact
Take Home # 2 Mass Media operates in 2 ways• Stand alone: – Increase knowledge, self-efficacy, risk-perception – Promote behaviors (e.g., condom use, fewer partners)• Service-linked: – Create demand for services (e.g., FP,STI/male circumcision) – Establish community norms (e.g., use of ART, PMTCT) – Enhance compliance through counseling (FP,ICTC,MC, ART, PMTCT)
Take Home # 3 Cost Effective• Mass media are cost effective• For any statistically significant effect size, mass media interventions are generally more cost-effective than alternative interventions• They reach such a large % of the population.
Take Home # 4 Policy implications• Mass media are essential to future Health interventions programming: Changes behaviors – outside clinic Change community norms Increase service utilization (USE)
What we think works well• Evidence lead – Consumer insights ( difference between lead & decide)• Tight brief – Audience segmentation• 360 Surround and engage – execution discipline• Private sector techniques – aspirational, emotional connect and the ‘ zeigarnic effect’• Partnerships – sustainability