Changing men's attitudes and behavior: the Zimbabwe Male Motivation Project
Piotrow, P.T.; Kincaid, D.L.; Hindin, M.J.; Lettenmaier, C.L.; Kuseka, I.; Silberman, T.; Zinanga, A.; Chikara, F.; Adamchak, D.J.; Mbizvo, M.T.
Studies in Family Planning 23(6 Pt 1): 365-375
1992
ISSN/ISBN: 0039-3665 PMID: 1293860 DOI: 10.2307/1966894Document Number: 324096
A multimedia communication campaign was conducted between 1988/89 to promote family planning among men in Zimbabwe. The campaign consisted of a 52-episode semi-weekly radio soap opera, about 60 motivational talks, and two pamphlets about contraceptive methods. Changes over time were measured by comparing a subset of a follow-up survey conducted from October to December 1989 to a baseline survey conducted from April to June 1988. The sampling frames for both the surveys were based on land utilization in Zimbabwe, whereby the country was stratified into three ecological zones (ecotypes): (1) communal farming and resettlement areas (50% of households); (2) commercial and small-scale commercial farming areas (18%); and (3) urban and semiurban areas (32%). Men exposed to the campaign were also compared to men who were not exposed. The follow-up survey revealed that the campaign reached 52% of men aged 18 to 55. Among married Shona-speaking men, use of modern contraceptive methods increased from about 56% to 59% during the campaign. Condom use increased from about 5% to 10%. Awareness and current use of modern contraceptives was also higher among men exposed to the campaign, primarily because of their greater awareness of condoms. Men exposed to the campaign were significantly more likely than other men to make the decision to use family planning and to say that both spouses should decide how many children to have.