DMI

Location Family planning

CHOICE

Objective

In Uganda in 2023, 20.8% of women had an unmet need for modern methods of contraception. As in many countries, common myths and misconceptions about family planning, along with lack of awareness about the range of methods available, mean that effective and affordable long active methods like implants and intrauterine devices (IUDs), are underused. In Uganda, the Hormonal IUD (HIUD) represented just 5.4% of all modern contraceptive methods used.   

CHOICE (Catalytic HOrmonal IUD Contraceptive Empowerment) is a radio and audio card campaign messaging on sexual and reproductive health and rights (SRHR) and the benefits of long-acting reversible contraception (LARC), with a particular focus on the HIUD as an under-utilised method.  

Locations

Uganda

Themes

Family planning – promoting the uptake of modern contraceptives. 

Formats

15-20 radio spots in 3 languages. 

Scope

Our radio campaign will broadcast from May 2024-February 2025 on the three most popular radio stations across intervention zones: Kampala, Central North and South Buganda, Busoga, Ankole, Bunyoro, and Kigezi. 

Our Approach

Science

CHOICE is designed to encourage the uptake of LARCs, including the HIUD, so we need to ensure the supply matches the demand. We have selected intervention zones predicted to have the highest number of district hospitals supplying HIUDs, as well as the highest number of health workers trained for HIUD insertions and will monitor stock levels carefully. Alongside the recorded spots, regular DJ mentions will provide up-to-date information on availability of services at the nearest hospitals.  

Stories

While the project is focused on the HIUD, the Government of Uganda requires that the campaign encourages informed choice and promotes the full mix of methods. To do this cost-effectively we are using previously approved content from our FCDO-funded WISH2ACTION programme, and translating, testing and adapting HIUD-specific spots created for Ukusala, a similar campaign in ZambiaThese messages respond to myths and misconceptions about contraceptives and tackle entrenched social norms known to affect their uptake, for example by encouraging the engagement of men in conversations around family planning.  

Saturation

As well as broadcasting on the most popular radio stations in intervention zones, we are also distributing our low-cost audio cards which play content at the push of a button. The audio cards are used by health workers to share DMI’s content with people who may not have consistent access to mass media and stimulate discussion about complex or controversial topics. DMI will deliver a training workshop for health workers on how to use our tools as facilitators for discussion around family planning. 

Partners & Funders

The project is supported by the Catalytic Opportunity Fund (COF), a rapid funding mechanism administered by Clinton Health Access Initiative (CHAI) to support new and lesser used contraceptive methods, funded by Bill and Melinda Gates Foundation, Children’s Investment Fund Foundation (CIFF) and UK Foreign Commonwealth and Development Office (FCDO).