Abstract

The authors report findings from their assessment of the impact of a 20-month multimedia family planning campaign in Ghana launched March 1990. The nineteen various media activities included radio programs, posters, informational leaflets, video dramas, a television drama, and a theme song. Surveys measuring campaign impact upon exposure and family planning related action were applied to 1007 men and 1113 women of mean ages 32.8 and 30.1 years, respectively. Men were exposed to an average 8.8 media sources and women to 8.3. Men were more likely than women during the campaign to talk to a partner and begin contraceptive usage, while women were more likely than men to talk to service providers. Men and women exposed to the campaign were both significantly more likely to take action regarding family planning than those who had little or no exposure. Important information about campaign impact may be gained from further analysis of subgroups. These findings also highlight the importance of gender in Ghana in understanding family planning behavior.

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• Gender differences in media exposure and action during a family planning campaign in Ghana.