Materials produced for programs in Russia.

Women and Infant Health (WIN) project

Project dates: 1999 to 2003

• Background
• Partners
• Strategy
• Goal
• Objectives
• Audience
• Key Messages
• Communication Highlights
• Outputs
• Impact
  

Background

The USAID-funded Women and Infant Health project aims to improve the effectiveness of maternal and infant health services. The project is being implemented in the cities of Perm, Berezniki, and Novgorod.

Partners

• JSI
• EngenderHealth
• URC

Strategy

JHU/CCP promotes breastfeeding, family planning, and perinatal care and services as part of WIN. The behavior change communication component of WIN includes a multimedia campaign with two phases, the first to promote exclusive breastfeeding for 6 months and the second to promote contraceptive use. The multimedia campaign is supported by print materials for clients and providers, hotlines, press, and community activities.

Goal

Increase the use of contraceptives and the practice of exclusive breastfeeding.

Objectives

• Increase use of contraceptives 3 percentage points during 5 month campaign in three target regions
• Increase visits to providers for the purpose of family planning
• Increase the percentage of women who favorably view oral contraceptives
• Increase the number of women who try exclusively breastfeeding by 10% in two years

Audience

• Middle-class urban women, 18 to 30 years of age

Key Messages

"If you actively seek out a solution to your family planning needs and make an informed choice, you will find a method you can stick with, giving you peace of mind and confidence in the future."

"If you choose to exclusively breast feed your baby for six months, you will have enough milk and give him the best foundation for his physical and mental health."

Communication Highlights

Breastfeeding campaign

• Mass media: television and radio spots to promote exclusive breastfeeding for the first 6 months broadcast locally and nationally
• Client education materials and provider counseling aids
• Breastfeeding hotline
• Community activities and press

Family planning campaign

• Television spots to promote family planning methods and products
• Client education materials and provider counseling aids
• Youth reproductive health hotline
• Community activities and press

Outputs

• Four television spots promoting exclusive breastfeeding produced and aired
• Two television spots promoting family planning methods and services produced and aired
  • Breastfeeding hotlines established
  • Client materials developed and distributed:
  • Breastfeeding brochure
  • Antenatal brochure
  • Dual protection brochure
  • Family planning method brochures
  • Family centered maternity care flyer
• Provider counseling aids and tools developed and distributed:
• Cue Cards (nine contraceptive methods, plus domestic violence, STIs, breastfeeding, and antenatal care)
• Population Reports (seven topics)
• Contraceptive wallchart
• Essentials of Contraceptive Technology
• Community mobilization training and activities
• Press: more than 130 shows, segments, articles, and press roundtables on breastfeeding

Impact

A population survey to measure impact is expected in 2003. A facility-based survey has shown a substantial increase in the number of women exclusively breastfeeding for 6 months.