Reaching Men

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Reaching Men to Improve Reproductive Health for
All
September 2003
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Together For A Happy Family Campaign
Men Win With Contests
Reaching Men Through Entertainment Education
Soliman Farah, M.D., M.P.H JHU/ CCP
Resident Advisor Jordan
Amjad Nawwas, M.D. Idea
International Center Director

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Presenter Name AMJAD NAWWAS Name of
Organization IDEA INTERNATIONAL CENTER

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Program Name Together For A Happy Family
Campaign Behavior Change Communication program
designed to encourage mens participation in
RH/FP issues in Jordan. Implementing
Organizations - National Population
Commission -Jordan. - Johns Hopkins
University, Center for Communication Program
- Idea International Center. Funder / Donor
USAID Project Duration Two years, March ,1998
April, 2000 (25 months).

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• Program Strategy
• Community Mobilization Sessions.
• National Mass Multimedia Campaign.
• National Population Contest.
• The contest is an innovative intervention
  designed on Enter-Educate Approach.
• Total Cost of National Population Contest
  80.000 Us .

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Problem Project Addresses Create nation wide
discussion of the themes of "Together for a
Happy Family" campaign, and reach Jordanian men
with messages, about the importance of spousal
communication, the value of girl child, the use
of modern contraceptive methods and that F.P
enhances the quality of life.
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• Target
• Main target 1- Men Married To Women In
  Reproductive Age.
• 2- Married Women
  In Reproductive Age.
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• Demographic characteristics
• Urban and rural areas.
• Educated middle socio-economic class.

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• The communication objectives
• Working with men on family planning and RH from
  a gender equity perspective.
• To provide men with information on the medical,
  religious, and social aspects of using modern
  contraceptive methods.
• To highlight the issue of equity equality
  between male female child.
• To encourage men to discuss family planning with
  their wives as well as make informed decision
  based on the provided information.

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• Activities to achieve goals.
• Advocacy (Religious Leaders, Media Professionals,
  Royal Family)
• EE (National FP/RH Contest).
• Media (TV/ Radio).
• Outreach (Community Mobilization Session).

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• National FP/RH Contest
• Channels
• - 4 Jordanian local Newspapers.
• - 135.000 post box, throughout Jordan.
• - Direct distribution.
• - E-mail - internet.
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• Promotional activities
• - Teasing promotional ads.
• - Promotional poster.
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• Public relation
• - Press releases .
• - TV, Radio, Newspaper, Coverage .
• - Out door signages.
• - Sponsorship agencies.
• - Award Ceremony .

National Population Contest
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• Quizzes
• Questions Each
• Distribution Channels
• Sponsorship Agencies

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• Indicators used to measure expected outcomes
• Base Line Formative Study
• - KAP 1996 (National Quantitative Study).
• - Focus Group Discussions (Qualitative
  Study).
• Impact Assessment Study
• - 2001 Mens Involvement In RH Survey
  (MIRHS) National KAP Survey.

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• Problems
• The Family Planning Knowledge, Attitudes
  Practice (KAP) Jordan 1996 Survey Shows
• - Lack of knowledge about Islamic stand on the
  use of specific FP methods.
• - Lack of knowledge about safety,
  effectiveness reversibility of modern FP
  methods.
• - Preference of large families and male child
  (Social norms that influenced men's opposition
  to the use of modern FP.methods).
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• National population contest main messages
• Men should discuss family planning with their
  wives.
• Using modern family planning methods is
  consistent with Islam.
• Modern family planning methods are safe,
  effective, and reversible.
• Male and female children are of equal value.
• Using modern family planning methods enhances the
  quality of life for the entire family.

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• Monitoring activities and tools
• Establishment of a supervising Committee
• Focus group Discussions among target audiences
• Regular collection of the entry forms on a weekly
  basis
• Weekly analysis of the collected data
• Regular meetings with JHU/CCP/ NPC

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• Stakeholders involved in making the project
• The project was designed and supervised by the
  NPC with technical assistance from JHU/CCP
  funded by USAID and implemented by Idea
  International Center, in partnership with
• Ministry of Health.
• Ministry of Awqaf Islamic Affairs .
• Ministry of Social Development.
• Jordanian Radio TV
• Private sector.
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• Role of stakeholders in assuring the success of
  the project
• MOH. Doctors (Advocacy, Triads teams).
• Religious Leaders (Advocacy, Triads teams).
• Social markers (Advocacy, Triads teams).
• Policy makers (Advocacy Support).
• Media professionals Creating social norms.
• Private Sector Sponsorship.
• NPC Supervision.
• JHU Technical assistance.
• USAID Financial Support (funding).
• Idea International Center Designing
  Implementation.

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• Obstacles and strategies to overcome them
• Involvement of private sector and sensitivity of
  the FP / RH issues
• (PR events).
• Getting the support of RF, R.L Media
  professionals
• (Advocacy, outreach).
• Limited reach of contest.
• Using different channels, mailing box.

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• Opportunities that project built on
• - Government policies National political
  Agenda.
• - Royal family Support.
• - Lack of knowledge The need for accurate
  information.
• - Availability of Fund The support of
  USAID.
• - Availability of TA The support of JHU/CCP.

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• Analysis of The National FP/RH Contests Results
  

Contestants by sex
Contestants by age
Contestants by Marital status
Contestants by Channel
Contestants by Answers
Coverage - Newspaper Circulation 100.000
X 4 400.000 - Post Boxes
135.000 X 4 540.000 - Total Coverage
940.000
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• Impact Assessment of the Together for A Happy
  Family Campaign

Knowledge
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Attitudes
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Advocacy
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• Lessons Learned
• Success of entertainment education.
• - Innovative effective approach in conveying
  social and health messages within conservative
• cultures.
• - A tool to create positive social norm
  towards sensitive non addressed issues.
• - A tool to leverage private sector and NGOs
  Participation.
• Royal endorsement.
• Religious leader involvement and support.
• Private sector levarage.
• Strategic planning.