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Location Family planning
In 2015, the rate of modern contraceptive use in Kinshasa was just 12.5%. We ran a radio and TV campaign to increase this and improve family planning.
Democratic Republic of the Congo
Family planning – increasing modern contraceptive use.
13 x 1-minute radio spots and four TV spots, each produced in French and Lingala.
This 24-month radio, TV and social media campaign was carried out in two phases (2014-15; and 2016-17) in Kinshasa.
In 2014, the city of Kinshasa had a population of 11 million people. But only 12.5% of women there used modern contraceptives.
72% of women and 79% of men watched television at least once a week. 27% of women and 48% of men listened to the radio at least once a week To advertise the benefits of family planning and increase the use of modern contraceptives in Kinshasa, we designed a family planning campaign which was broadcast on the most popular radio and TV channels in the city.
We partnered with the Kinshasa School of Public Health (KSPH) to conduct formative research into the availability of contraceptives, and barriers to their use. The cost of modern contraceptives, particularly long-acting methods, was a common reason people gave for not using them. We addressed this barrier in our radio and TV spots by highlighting the long-term health and economic benefits of modern contraceptive use and birth spacing.
Following focus group discussions and market research we conducted halfway through our first wave of broadcasting radio spots, we found that more work was needed to shift attitudes about family planning amongst adolescents. To address this, we produced two animations, Neighbours and Big Sister, which were broadcast on TV during the second phase of our campaign. ‘Neighbours’, is a story about two neighbours whose lives follow very different paths due to their choices around contraception. ‘Big Sister’, which was shortlisted for awards at the Annecy Animation Festival, features a teenage girl whose ambitions are initially thwarted by having to look after her many siblings, making her determined to make use of the family planning services available to her as an adult.
Our campaign was broadcast in two 6-month phases. During the first phase, we produced 13 radio spots and two TV adverts. The radio spots were broadcast up to six times a day, seven times a week on six popular radio stations in Kinshasa. The TV adverts were broadcast at least five times per evening (peak viewing time), every evening, on the six most popular TV stations.
During the second phase, we continued to broadcast our 13 radio spots on six stations and produced two more TV adverts which were broadcast on seven stations in total, all at the same frequency. We also added a social media element for the second phase, posting our TV spots on Facebook to be shared by five local Facebook pages before they aired on TV.
Watch the video
We conducted three surveys in partnership with the Kinshasa School of Public Health (KSPH) to evaluate the impact of our campaign. The baseline survey, conducted in May 2015, included 1,125 women.
The first phase of this campaign, in 2015, reached approximately 2.1 million people which is 42% of the 5 million people in Kinshasa aged 15-49. The surveys conducted with KSPH showed that the number of women in Kinshasa starting to use a modern method of contraception in the previous 6 months increased from 11% at the start of the campaign to 24% at the end (p<0.001).
Women reached by media messages were more likely to adopt modern contraception, discuss family planning with their partners, and to seek family planning advice from a health professional than those who did not receive the media messages.
The Kinshasa Family Planning Campaigns were evaluated in partnership with the Kinshasa School of Public Health (KSPH). We are grateful to the David & Lucille Packard Foundation for funding both phases of this project.