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| "Family Planning: The Right Path for Your Family." |
The Green Path Campaign
Strategy
USAID requested that JHU/CCP promote, nationwide, family planning and a network of UNFPA-funded reproductive health clinics, called "cabinets." After training the cabinet physicians and providing them with IEC materials, JHU/CCP promoted the new services the physicians were offering. At the same time, the campaign raised awareness of and created demand for contraceptive methods and advised women to ask for them at a campaign-affiliated cabinet or pharmacy.
Goal
To strengthen Armenian families by providing public education about family planning for married couples to help them make informed choices about their reproductive health.
Objectives
- Increase knowledge of and positive attitudes towards modern contraception among men and women.
- Increase attendance at family planning cabinets nationwide by at least 10%.
- Increase adoption of modern contraceptive methods in family planning cabinets and sales in selected pharmacies by 3%.
Audiences
Primary Audience
- Married women, 18 to 35 years of age
Secondary Audiences
- Married men, 18 to 35 years of age
- Health care providers
- Pharmacists
Key Messages
- If you visit a program service facility, you will receive reliable and comprehensive information regarding safe and effective modern methods of contraception;
- Modern methods give couples added confidence, knowing that they have eliminated the worry of unplanned pregnancy from their lives, allowing them to enjoy a better relationship, and giving them the ability to look forward to a healthier family life.
"If you visit the family planning cabinet, then you will benefit by receiving reliable and comprehensive information that will eliminate the worry of unplanned pregnancy."
Communication Highlights
Promotion of modern methods of contraception and family planning service facilities
Modern methods of contraception and family planning service facilities were promoted through a national multi-media campaign that included:
- National and local television and radio
- IEC materials for clients and providers
- Promotional materials
- Community-based activities and events
- Unifying slogan and logo featuring a family walking on a green path with Mt. Ararat, a national symbol of Armenia, in the background
Capacity building in quality service delivery
To prepare reproductive health providers to meet the new demand for quality family planning services, JHU/CCP trained doctors and pharmacists nationwide in:
- Contraceptive technology update
- Client counseling skills
- Quality customer service
Capacity building in behavior change communication
Training seminars were held for government and non-government counterparts to introduce key health communication practices, such as the use of formative research, design of communication strategies, and pretesting of materials.
Impact
The Green Path Campaign was evaluated through a survey of 1,000 women. The evaluation found that The Green Path Campaign succeeded in promoting the use of contraception and family planning service facilities. The campaign reached its target population with virtually all survey respondents exposed to at least one element of the campaign.
- There was a significant increase in the use of modern contraception among survey respondents, from 23.8% to 28.4%.
- There was a significant association between level of exposure to The Green Path Campaign and the use of family planning services and adoption of a modern contraceptive methods.
- Visits to the Family Planning Cabinets increased, with 7.7% of survey respondents visiting in the 6 months following the launch of the campaign versus 5% visiting in the year prior to the campaign launch.
- Most survey respondents (61%) who visited the Family Planning Cabinets reported that they were prompted to visit by media messages.
- Most survey respondents (68%) who visited the Family Planning Cabinets recommended the services to others.
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© 2005 The Johns Hopkins University. All rights reserved.