The Impact of Mass Media‐Delivered Family Planning Campaigns in Low‐ and Middle‐Income Countries: A Meta‐Analysis of Advertising and Entertainment‐Education Format Effects

Effective family planning methods are shown to save lives, contribute to gender equality, and boost economic development. Mass media communication campaigns in low‐ and middle‐income countries have been effective in increasing contraceptive use, although the strategies that increase the likelihood o...

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Bibliographic Details
Published in:Studies in family planning 2021-12, Vol.52 (4), p.439-465
Main Authors: Rogers, Dana, Snyder, Leslie B., Rego, Michelle
Format: Article
Language:English
Subjects:
Advertising
Announcements
Birth control
Campaigns
Communication
Communication strategies
Contraceptives
Developing Countries
Economic development
Education
Entertainment
Equality
Family planning
Family Planning Services - methods
Female
Format
Gender inequality
General public
Humans
Income
Low income groups
Male
Mass Media
Mass media effects
Media
Men
Meta-analysis
Political advertising
Public service
Public service advertising
Public service announcements
Sex Education
Systematic review
Women
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Summary:Effective family planning methods are shown to save lives, contribute to gender equality, and boost economic development. Mass media communication campaigns in low‐ and middle‐income countries have been effective in increasing contraceptive use, although the strategies that increase the likelihood of success are unclear. The present study uses meta‐analyses to uncover the average effect of media campaigns on family planning behaviors in low‐ and middle‐income countries and to examine the effectiveness of two communication strategies: entertainment‐education and advertising/public service announcements. Results indicated that mass media‐delivered family planning campaigns have a positive impact on family planning behaviors: d = 0.19, 95% CI [0.15, 0.24] for women (k = 64), d = 0.16, 95% CI [0.11, 0.21] for men (k = 27), and d = 0.20, 95% CI [0.17, 0.23] for an undifferentiated target group of men and women (k = 37). The use of an entertainment‐education format, often in addition to campaign advertising messages, was associated with greater campaign success rates for women. Men, however, responded negatively to education‐entertainment and positively to campaigns using only advertising and public service announcement formats. Recommendations for future family planning mass media campaigns and academic research opportunities are discussed.
ISSN:0039-3665
1728-4465
DOI:10.1111/sifp.12175