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Changing men's attitudes and behavior: the Zimbabwe Male Motivation Project
P T Piotrow1, D L Kincaid, M J Hindin
1Center for Communication Programs, Population Communication Services, Johns Hopkins University, Baltimore, MD 21202.
Studies in Family Planning
|November 1, 1992
Summary
A 1988-89 multimedia campaign in Zimbabwe increased family planning use among men. Exposure to the campaign, including a radio soap opera, boosted modern contraceptive awareness and adoption, especially condom use.
Area of Science:
- Public Health
- Communication Studies
- Demography
Background:
- Family planning promotion is crucial for population health.
- Engaging men in family planning is vital for reproductive health outcomes.
- Zimbabwe faced challenges in male involvement in family planning prior to the study.
Purpose of the Study:
- To evaluate the impact of a multimedia communication campaign on family planning knowledge and practices among men in Zimbabwe.
- To assess changes in contraceptive use and decision-making related to family planning.
- To compare outcomes between men exposed and unexposed to the campaign.
Main Methods:
- A multimedia campaign including a radio soap opera, motivational talks, and pamphlets was implemented from 1988-1989.
- Baseline (April-June 1988) and follow-up (October-December 1989) surveys were conducted.
- Comparison groups included men exposed and unexposed to the campaign, and pre-post campaign data.
Main Results:
- The campaign reached 52% of men aged 18-55.
- Modern contraceptive use among married Shona-speaking men increased from 56% to 59%.
- Condom use doubled from 5% to 10%; awareness and use were higher in exposed men.
- Exposed men were more likely to decide on family planning use and support joint spousal decision-making.
Conclusions:
- Multimedia campaigns can effectively increase male engagement in family planning.
- Radio soap operas and related materials can enhance awareness and adoption of modern contraceptives.
- Promoting shared decision-making in family planning is achievable through targeted communication strategies.
Keywords:
AfricaAfrica South Of The SaharaAttitude--menBarrier MethodsBehaviorCommunicationCondomContraceptionContraceptive MethodsContraceptive UsageDecision MakingDemographic FactorsDemographic ImpactDeveloping CountriesEastern AfricaEnglish Speaking AfricaFamily PlanningFamily Planning ProgramsIecMass MediaOrganization And AdministrationPopulationPopulation DynamicsProgram ActivitiesProgram EvaluationProgramsPsychological FactorsSex Behavior--menZimbabwe
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