APROPO: A Holistic And Creative Communication Strategy To Battling Myths And Rumors In Peru

Project Dates: 1991-1994

• Overview
• Unique Elements
• Lessons Learned

Overview

The purpose of this project was to assist APROPO (Apoyo a Programas de Población) in the design, implementation, and evaluation of national multi-media communication strategy to generate demand for family planning services and modern methods, as well as to address myths, rumors, and "machista" attitudes that prevent contraceptive adoption.

JHU/PCS helped APROPO to develop and promote infospots and mini-radio campaigns, and to establish a telephone hotline - staffed by a psychologist - to answer questions about sexuality and family planning. The hotline has received an average of 800 calls per month.

Materials produced as a result of the project include 52 ten-minute radio programs, 12 two-minute radio info spots, six 30-second radio spots, twelve 4-minute TV sketches, 180 presentations of street theater play "Doña Rumores" and 15 press packages.

Unique Elements

One of the most innovative components of this intervention is "Doña Rumores" street theater, with plays designed to clarify the myths and rumors surrounding contraceptive methods, through and Enter-Educate approach. The plays, which include music and comedy along with educational messages, were so successful that they even caught the media's eye. "Alo Guisella", Peru's most popular television program among female audiences and second in the national ratings, invited APROPO to air twelve 4-minute television sketches during their 1992 programming. Each sketch was followed by a 10-minute panel discussion between Guisella and a family planning expert from APROPO.

Lessons Learned

The high quality of APROPO's product helped extend its reach. Although it began as a street theater, "Doña Rumores" went on television to reach approximately 1,755,500 people in Lima at an estimated production budget of only $550 per presentation. This illustrates that programs with limited resources for IEC activities can expand their reach if:

1. the quality of their product is excellent; and

2. the program actively pursues and cultivates relations with the media.