"LAS TROMES": Selling Information as the Product

Project Dates: 1993

• Overview
• Lessons Learned
• Campaign Impact

Overview

In 1993 JHU/PCS assisted APROPO (Apoyo a Programas en Población), in the development and implementation of the "Las Tromes" campaign. The goals of the campaign were to:

1. Increase the number of visits to family planning services in the public and private sectors
2. Promote the use of contraceptive methods by clarifying myths and rumors and providing correct and professional information.

This campaign was structured to target women, by modeling women making informed choices with the help of their partner. "Las Tromes" are seen as women who are "with it": informed and "in-tune." The campaign positioned family planning in a positive light by portraying women who use modern methods as intelligent women who are in control of their lives.

The campaign targeted three areas of Peru (Lima, Pirua, and Cuzco) and the radio spots were adapted to the needs of each region and translated into Quechua where necessary. Instead of the usual 30-second radio spots, a format of 60 to 120-second infospots was used to present more detailed information. Additionally with the exception of the national television and radio spots, other messages were linked to specific health centers. In all the campaign included 2 TV spots, 8 radio infospots, regionally adapted posters, outdoor signs and banners, and promotional materials such as pins and key chains.

Lessons Learned

By repositioning family planning in a way that reflects the positive values associated with motherhood, women understood the adoption of modern family planning methods as being beneficial. The campaign positioned modern family planning methods as part of being informed and taking care of your life, rather than linking it to economic needs. Therefore women were encouraged to choose modern methods in pursuit of a healthier lifestyle, not because they were economically forced to.

Campaign Impact

Post-campaign data revealed a positive impact on the target audience. Survey data indicated that 92.2% of those exposed approved of the campaign, 77 percent had discussed the message with others, and 43% decided to use modern methods. The campaign encouraged people to talk and seek information about family planning methods.