1. The document describes an underfunded national family planning communication campaign in Ukraine that achieved results through innovative partnerships. 2. Key strategies included forming a reproductive health partners working group to coordinate stakeholders, and creating opportunities for partners to promote family planning while also advancing their own goals. 3. Evaluation found the campaign reached over 10 million Ukrainians and increased positive attitudes and use of modern contraception over its duration from 2012 to 2016.

1. How an under-funded communication campaign
achieved results on a national scale in Ukraine
Prepared by:
Andrea Dickson, Oleg Kuzmenko, Fran Tain
August 25, 2016
FAMILY
PLANNING
FORALL

2. icon credit: Gregor Cresnar, Thomas Helbig, Stephen JB thomas, Anthony Bossard, Noun Project
A national family planning
communication campaign that
defied the odds

3. Myths about
modern
contraception
date from the
Soviet period
​Pills negatively affect the
hormonal balance of a woman’s
body
​Pills cause negative side effects
such as weight gain, facial hair,
liver problems, fertility problems
​Women’s bodies need a “rest”
after using pills for a certain
period of time (months, years)
icon credit: Anthony Bossard, Noun Project

4. Myths and
misinformation
stimulate the
fear of side
effects
​IUDs cause cancer, infertility,
inflammation, fibroids, etc.
​IUDs can grow into the body
and need to be surgically
removed
​Women’s bodies need a rest
after using IUDs for three (or
five) years

5. National family
planning
communication
strategy
objectives
​1. Promote the benefits of FP to
Ukrainians of reproductive age
​2. Improve attitudes about modern
contraception
​3. Increase the use of modern
contraceptives
​4. Increase number of service
providers who disseminate accurate
information
​5. Increase policymakers support for
FP policies

6. Target
audiences
​1. Sexually active youth and
unmarried women and men of
reproductive age (youth)
​2. Married women and men of
reproductive age
​3. Service providers, including
doctors, mid-level health
providers, and social workers
​4. Policymakers

9. we had to get
inventive

10. 1.We introduced a
comprehensive approach
to changing attitudes and behavior
2.We motivated partners to
contribute by creating
win-win opportunities
icon credit: Luis Prado, Tuk Tuk Design Noun Project

11. Reproductive health partners
working group was foundation for
success
neutral ground
 welcoming and task focused
 high-level stakeholders could come to consensus and
then roll out consistent message to
implementers (clear “command”)
 MOH could give and receive feedback in real
time

12. Reproductive health partners
working group was foundation for
success
 a platform for activities that local (NGO, private sector,
etc.) partners could link to
 broad membership facilitated creativity and
innovation
 platform to support replication at regional levels
 WG will live on beyond any one program or partner
involvement, facilitating sustained future activities

13. “We were brave enough to bring
nontraditional partners to the table.”

14. More than 10 million Ukrainians
reached with pro-family planning
messages
icon credit: Nikita Kozin, Noun Project

15. icon credit: Gregor Cresnar, Noun Project
Number of clients
expressing
positive
attitudes towards
hormonal
contraception
increased over
the life of the
campaign
2016
2012
33%
40%
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey, p<0.0001

16. icon credit: Gregor Cresnar, Noun Project
Number of clients
expressing
negative
attitudes towards
hormonal
contraception
decreased over
the life of the
campaign
2016
2012
24%
30%
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey,

17. icon credit: Anthony Boussard, Noun Project
Contraceptive
use (any modern
method) increased
over the life of the
campaign
2012
HWUP baseline/endline data, collected from 7 oblasts, facility-based survey, p=0.02
68%
73%
2016

18. icon credit: Thomas Helbig, Noun Project
Mass media reached more
than 8.5 million people with
pro-family planning messages

19. Mass
events
reached
more
than
500,000
people

20. Number of
monthly
website
visits almost
tripled over
three years

21. Approximately
5,000 people
received family
planning
counseling
via the hotline

22. Education
sessions
reached more
than 70,000
youth

23. ​domestic violence
​women’s political participation
a replicable model:

24.  Choose partners that work with same target audiences but
from different angle
 Tailor messages to resonate with each partner
 Allow partners to accomplish their own (perhaps underfunded)
goals
 Provide partners with access to new and larger audiences
 Give access (and relinquish control) to umbrella logo, branding,
messages
win-wins that work

25. reach + sustainability =
worth it

26. Thank you!

27. JSI has more
than 14 years
experience in
Ukraine

28. A key
objective of
HWUP was to
address
common
myths about
FP
​1. Provide women of reproductive
age and couples with evidence-based
information about the safety,
effectiveness, and correct use of
contraception
​2. Improve family planning service
providers’ knowledge and skills
​3. Improve the policy environment
for reproductive health and family
planning

29. JSI & USAID
developed an
evidence base
to make the
case for a
national FP
campaign
​Knowledge, attitudes, and
practices study, 2010
​Family planning and
contraceptive security
assessment, 2010
​Focus groups, 2009-2011
​The Impact of ClinicalTraining on
Health Provider FP and RH
Practices, 2008

30. Key success factors
​Developed compelling evidence base
​Created win-win partnerships
​Timing
​External coordination body (not seen as owned by JSI)
​Willingness to cede some control over brand and messaging
​One logo, one set of messages for use by multiple partners
​No missed opportunities to communicate messages
icon credit: Guilhem, Noun Project