Celebrate Solutions: In Albania, Education and a Media Campaign Increase Contraceptive Use

By: Rati Bishnoi, Special Projects Intern at Women Deliver

Recently released results from a one-year family planning project in Albania show that peer education and a media campaign—including TV and radio ads—about the benefits of modern contraceptive methods were associated with increased awareness, better attitudes, and greater use.
 
USAID-funded Communication for Change (C-Change) launched the social and behavior change communications project in March 2009 in Albania—the nation with the lowest rate of modern contraceptive methods use in the European region. According to 2008-2009 Demographic and Health Surveys research, only 4% of respondents reported using male condoms, 3% reported using female sterilization, and 3% reported using the pill. Although abortion rates are very difficult to obtain, “it is a widely held belief that this low level of modern contraceptive use has resulted in high rates of abortion” in the nation, a report on the program’s results states. The project’s preliminary research also found that health care providers often lacked accurate information on modern contraceptive use, further contributing to low levels of confidence in the methods among the general public.

Recognizing the shared misconceptions among young Albanians, C-Change created a social and behavior change communication program designed to promote a safe and positive environment for sexually active young men and women to learn about different types of modern contraceptives, when to use them, and how to talk about them with partners. The campaign included a national TV and radio campaign called “Happy for Life,” an intensive peer education program with university students, and specialized training for pharmacists working near university campuses. Training for peer educators included learning about family planning and reproductive health topics while training for pharmacists involved building their knowledge and communication skills about modern contraceptive methods so they could provide better guidance.

Program researchers conducted the same survey before, during, and after the program, and they found that peer education was the most powerful tool in altering behavior. In particular, those who received peer-to-peer education were 1.9 times more likely to use modern contraceptives during their last sexual encounter compared to those who received no education or saw any ads. Respondents exposed to both education and ads were 1.6 times more likely to use modern contraceptives. Survey results also showed that young men and women reported being more comfortable talking about contraception with partners and sharing decision-making about contraceptive use, and they were more comfortable talking to pharmacists about methods of contraceptives. In addition, the results showed that perception of pharmacists as a good source of contraceptive information increased by 10% at the end of the program.

According to the findings of the study, researchers concluded that interpersonal, targeted education can help “dispel myths, change attitudes, and build sustainable behavior.” Peer education and talking to trained professionals can successfully help sexually active young men and women better understand which modern contraceptive method may be appropriate for them and why.