The Reach and Impact of Social Marketing and Reproductive Health Communication Campaigns in Zambia

Author(s): Meekers D, Van Rossem R

Year: 2004

Abstract:

<P>Objectives: To address reproductive health problems and the HIV/AIDS epidemic in Zambia, several reproductive and HIV/AIDS prevention programs are being implemented. This paper assesses the reach of selected radio and television programs about family planning and HIV/AIDS and of communications about the socially marketed Maximum condoms in Zambia, as well as their impact on discussion of family planning and condom use. <P>Data and Methods: The analysis was based on data from the 2001û2002 Zambia Demographic and Health Survey, which contained information on a representative sample of women age 15û 49 and men age 15û59. To control for self-selection and endogeneity, we use a two-stage regression model to estimate the effect of program exposure on the behavioral outcomes. <P>Results: Results for both men and women show that those who were exposed to radio and television programs about family planning and HIV/AIDS were more likely to have discussed family planning with their partner (OR = 1.14 for men and 1.06 for women) and to have ever used a condom (OR = 1.12 and 1.04, respectively). Men with high exposure to socially marketed Maximum condoms were more likely than those with low exposure to the program to have discussed family planning (OR = 1.30), as well as to have ever used a condom (OR = 1.35) and to have used a condom at their last sexual intercourse (OR = 1.15). <P>Conclusion: Findings suggest that the reproductive health and social marketing campaigns in Zambia reached a large portion of the population and had a significant impact on family planning discussion and condom use.