Blackwell Reference Online

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Communication campaigns have become a central component of family planning programs designed to shape social norms and individual behavior related to fertility. Communication at multiple levels (individual, family, community and mass media) has been used to heighten awareness of family planning, change attitudes toward contraceptive use, and shape norms surrounding family planning. Communication campaigns play a key role in providing people with access to accurate information in order to promote informed choice and to dispel rumors and myths about family planning. They also help improve service quality by enhancing the interpersonal skills of providers ( Robey et al. 1994 ). Campaigns have an important, complementary function that supports service delivery efforts, the policy environment, and community-based programs. Because population campaigns create demand for services, they are typically coordinated with improvements in service delivery infrastructure, service provider skill, and contraceptive supplies to meet the expectations generated through the campaign. Communication campaigns, in concert with other family planning program components, have promoted informed choice, improved the quality of services, assisted couples to achieve their ideal family size, saved the lives of women and children, and curbed population growth (→  Planned Social Change through Communication ; Communication ... log in or subscribe to read full text