Wall clock featuring the campaign logo (couple hugging) and slogan "Let's take care of each other"

Care for Each Other

• Overview
• Strategy
• Goal
• Objectives
• Audiences
• Key Messages
• Communication Highlights
• Impact
  

Overview

The "Care for Each Other" campaign was launched in 2000 to increase demand for family planning products and services at reproductive health cabinets nationwide. In 2001, the campaign expanded to include promotion of a new Population Services International (PSI) socially marketed condom and raise awareness about sexually transmitted infections (STIs), including HIV. The project's third phase was a service marketing initiative to increase community demand for family planning services in the spring of 2002.

Strategy

The "Care for Each Other" campaign aimed to increase the use of family planning products through a strategy that integrated both supply (the improvement of service quality) and demand (the marketing of these improved services). The "Care for Each Other" campaign has improved clinical services by providing counseling training and IEC materials to providers and has generated demand by branding participating clinics and by marketing their improved services.

Goal

To improve reproductive health in Georgia by increasing the use of modern family planning methods and reproductive health cabinets, raising awareness of STIs, and updating the skills of reproductive health providers.

Objectives

• Increase demand for modern contraceptive methods.
• Increase demand for socially marketed condom, PSI's "Favorite."
• Increase utilization of reproductive health cabinets for family planning.

Audiences

• Georgian women, 18 to 35 years of age
• Family planning providers

Key Messages

• "There are new, trained providers of quality family planning services. Visit a clinic!"
• "New modern family planning methods are safe and effective."
• "Family planning providers can give you counseling and information to make the choice that is best for you."
• Slogan: "Let's Take Care of Each Other."

Communication Highlights

• Mass media: television and radio spots promoted family planning clinics, contraceptive methods, and a socially marketed condom. A toll-free national hotline provided family planning information and referral.
• Print materials: client education materials produced included brochures and booklets on family planning methods, women's health, and STIs.
• Community outreach: activities included clinic open houses, lectures, events, and press coverage such as articles, press conferences, and interviews on television and radio.
• Training: family planning providers were trained in counseling, contraceptive technology, hands-on IUD insertion, quality customer service, community mobilization, and service marketing.
• Service marketing: family planning providers announced and promoted their services in their communities through promotional events and activities.

Impact

By mid-campaign, the following results were achieved:

• Utilization of project reproductive health services increased 2.6 times from June 2000 to January 2001.
• Partner communication about family planning increased 10 percentage points, from 40% to 50% of survey respondents.
• Significant shift in perception of most effective method from traditional to modern methods, particularly to oral contraceptives.
• 6,567 calls to the campaign hotline were received for counseling on family planning.

Visits to "Care for Each Other" clinics, January 2000 - March 2002