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Impact Data - Mass Media Family Planning - Kenya

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Methodologies
  • Mid-point study of "Ushikwapo Shikimana" consisting of a survey with 761 respondents
  • Qualitative summative study of "Ushikwapo Shikimana", consisting of 168 interviews with women (both staff and clients) at rural health centers
  • Mail survey with a sample of 105 radio owners; purpose of the mail survey was to supplement the information from the summative study
  • Because "Tushuariane" was pulled off the air prematurely, no evaluation was conducted
Knowledge Shifts
Over 45% of the mid-point survey respondents said they learned about family planning through Voice of Kenya programmes like "Ushikwapo Shikimana".
Practices
  • The summative study of "Ushikwapo Shikimana" revealed that many women cited the influence of the radio programmr as the reason that their husbands finally permitted them to seek family planning services
  • 72% of mail survey respondents felt that "Ushikwapo Shikimana" helped listeners to adopt family planning
  • An analysis comparing the 1984 and 1989 Kenyan Demographic Health Surveys revealed that the decline in desired family size from 6.3 children to 4.8 children and the 58% increase in contraceptive usage are due in substantial part to mass media family planning messages such as those contained in the television and radio serials
Attitudes
The mid-point study of the radio serial found that over 75% of the programme's listenership had accepted the concept of smaller families.
Access
  • Each broadcast of "Ushikwapo Shikimana" reached on average between 40 and 50% of the Kenyan population
  • 63% of respondents to the summative survey had listened to "Ushikwapo Shikimana"
  • Half of the summative survey respondents said they listened to the programme with at least one other person
  • 84% of respondents to the mail survey had listened to "Ushikwapo Shikimana"
Other Impacts
According to the summative survey, almost half of those who listened felt the programmes were beneficial to parents, and over 40% felt the programmes were beneficial to young girls and young men.
Source
"The Use of Mainstream Media to Encourage Social Responsibility: The International Experience" - The Henry J. Kaiser Family Foundation - Prepared by: Jennifer Daves and Liza Nickerson - The Media Project.