Impact of an Advertising Campaign on Condom Use in Urban Pakistan  

Oleh:

Agha, Sohail ; Meekers, Dominique

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Studies in Family Planning vol. 41 no. 04 (Dec. 2010), page 277-290.
Topik: Advertising Campaign; Condom Use; contraceptive

Ketersediaan

Perpustakaan PKPM Nomor Panggil: S26 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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This study describes an assessment of the impact on condom use in urban Pakistan of the second phase of an intensive condom advertising campaign conducted as part of a social marketing program. Between April and June 2009, advertisements for Touch condoms appeared on private television channels and on radio stations. To assess the impact of the campaign, a nationally representative panel survey of men married to women aged 15–49 was conducted, collecting information on behaviors related to condom use and recall of contraceptive advertisements. We employed conditional change regression analysis to determine whether awareness of the Touch ad at follow-up was associated with improved attitudes toward condoms and condom use. Respondents with confirmed awareness of the Touch campaign experienced significant improvements in indicators related to condom use, even after controlling for region, socioeconomic and demographic characteristics, the values of the indicators at baseline, and exposure to the first phase of the campaign. They experienced increases in the following: perceived availability of condoms; discussion of family planning; approval of family planning; procurement of condoms; and ever use, current use, and consistent use of condoms with wife. The study indicates that condom advertising can be effective in increasing condom use in urban Pakistan.

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