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POPULATION EDUCATION NEWS. 1987 May; 14(5):6-9.Population education incentives, voluntary action, community participation, and improved program management are 5 family planning areas recently redefined by the government of India. Population education, integrated with the educational system, is important in influencing fertility behavior. The Adult Education program, and the nonformal educational system will be strengthened, with aid from UNFPA. Incentives, which are presently available to government employees, will be increased. Economic incentives, rural development program incentives, and insurance, lottery, and bond incentive schemes are being considered. Voluntary organizations will be encouraged to work in the family welfare sphere, and organized sector units will be urged to provide family welfare services to their employees. Cooperatives, which cover 95% of villages, will be used as a means of educating, motivating, and communicating population control objectives on the local level. Tax incentives will be offered to the corporate sector for providing integrated family welfare services. Community participation, which is crucial to the success of the programs, will be addressed on several levels. Popular committees, youth and women's groups, and medical students will increase community involvement through various means. In addition, political and community leaders will be involved in motivational work, and a village Women's Volunteer Corps is planned. Social marketing of contraceptives, although fairly extensive for the last 15 years, leaves much to be desired in creating a large demand. A marketing board will be created to ensure aggressive marketing, advertising, and promotion, with expansion to include oral contraceptives. Reorganization and reorientation toward modern program management will be undertaken, so that policy, planning, implementation, review, and evaluation are carried out efficiently. At the state, district, and the block level, more effective coordination is the goal, as well as strengthening the District Family Welfare Bureau.
[Unpublished] 1972 Sep 20. 15 p. (COM/72/CONF.32/A/5)The widely differing opinions concerning the effects of mass media on behavior suggests the need to question some strongly held beliefs among population communicators. On the basis of this awareness the discussion reviews some of the existing major communication studies in the areas of voting behavior, purchasing behavior, and smoking behavior as well as family planning communication research studies to shed some light on what effects one might expect the mass media to have on contraceptive behavior. Little is known about the effects of mass media on voting behavior. Research has provided few definitive answers. All studies suggest that most voters in the US and the UK vote for the party label rather than the candidate. It has been noted that mass media does not change attitudes and behavior and reinforces existing behavior and attitudes. Exposure to mass media ishighly selective. Most people have an exaggerated fear of the persuasive power of advertising campaigns. The effects of an advertising program, among other variables, depends upon the skill of the advertiser in reaching the right audience with the most persuasive messages over the proper media mix, with a useful product at the proper competitive price. Advertising can announce the availability of a product, shape brand images, create positive attitudes toward a product, and reinforce existing attutudes--all of which are steps toward a trial purchase of a new product. Efforts to reduce cigarette consumption in the US via the mass media have been substantial. A random telephone survey concluded that only those individuals predisposed to giving up smoking reported that commercials persuading cigarette smokers to cut down or quit had any significant effect on them. A review of the history of family planning communications research is difficult for several reasons: several hundred studies have been completed which relate to family planning; the quality of these studies varies greatly; and most are relevant only to specific cultural areas. The result of such dissimilarity is that generalizations are almost impossible. A few of the better known and more successful studies are reviewed. The majority of these studies are concerned with communication campaigns using a wide variety of media ranging from wall writings to television. It seems that as far as short-term, general, large scale behavioral effects are concerned, a mass media campaign is ineffective in increasing clinic attendance and is ineffective in increasing nonclinic sales of contraceptives.