Mass Media: Reaching audiences far and wide with messages to support healthy reproductive behaviors
Mass media programming in reproductive health can influence individual behaviors by providing accurate information, building self-efficacy, and promoting attitudes and social norms that support healthy reproductive behaviors. This new High Impact Practices in Family Planning (HIP) brief describes the evidence on and experience with mass media programming in family planning.
The brief provides a summary of current evidence for mass media programming as well as tips on how mass media interventions can be combined with other evidence-based social and behavior change approaches to improve knowledge, attitudes and behaviors among community members that influence couples’ decisions around timing and spacing of pregnancies, including healthcare providers, parents and community leaders.
Mass media programming is one of several proven HIPs identified by a technical advisory group of international experts. A proven practice has sufficient evidence to recommend widespread implementation as part of a comprehensive family planning strategy, provided that there is monitoring of coverage, quality, and cost as well as implementation research to strengthen impact.