Abstract: Encourages people to pick the contraceptive method that is best for them. Methods featured include: the pill, Norplant, injectable, female condom, condom, foaming tablets, IUD, and sterilization.
Notes: The "Life choices" campaign was launched October 17 in Ghana by President J.A. Kufuor. The “Life Choices” campaign goal is to empower Ghanaians to manage their fertility and determine the timing and number of children they want and can care for. The culturally appropriate campaign seeks to demonstrate how contraceptive use can help individuals achieve their goals in life and improve the quality of... more
Notes: The "Life choices" campaign was launched October 17 in Ghana by President J.A. Kufuor. The “Life Choices” campaign goal is to empower Ghanaians to manage their fertility and determine the timing and number of children they want and can care for. The culturally appropriate campaign seeks to demonstrate how contraceptive use can help individuals achieve their goals in life and improve the quality of their lives. The campaign provides 3 categories of contraceptive methods: short-term (male female condoms), long-term (IUD, implantable contraceptives, etc.) and permanent (male and female sterilization) to Ghanaians and offers assistance in learning about and using them. less
Formative Research: The 1998 Ghana Demographic and Health Survey revealed that women with a stated need for family planning mentioned their fear of the possible side effects associated with contraceptive use and their perceived lack of social support, particularly from their spouse or partner, as the two main reasons for not using a family planning method. The Life Choices program was developed to reenergize the national... more
Formative Research: The 1998 Ghana Demographic and Health Survey revealed that women with a stated need for family planning mentioned their fear of the possible side effects associated with contraceptive use and their perceived lack of social support, particularly from their spouse or partner, as the two main reasons for not using a family planning method. The Life Choices program was developed to reenergize the national family planning program and reposition the concept of family planning as relevant and beneficial to couples in Ghana. A baseline survey for the program was conducted in June 2001, with a sample consisting of 1270 males between the ages of 15-59 years and 1546 females between the ages of 15-49 years. less
Pretesting: The Life Choices slogan and logo were developed and pre-tested extensively throughout the country. The program was originally called Smart Choices, but pretesting revealed that many considered Smart to mean cunning or devious, so smart was changed to Life accordingly. Also the slogan, "There’s a choice that’s best for you", was changed to a call to action, "Make the choice that’s best for you". ... more
Pretesting: The Life Choices slogan and logo were developed and pre-tested extensively throughout the country. The program was originally called Smart Choices, but pretesting revealed that many considered Smart to mean cunning or devious, so smart was changed to Life accordingly. Also the slogan, "There’s a choice that’s best for you", was changed to a call to action, "Make the choice that’s best for you". Together, the slogan and logo conveyed the idea that family planning is something that is beneficial to the lifestyles and lives of both men and women in Ghana. The Red Triangle, the symbol of family planning in Ghana for decades, was integral to the logo, building on the high levels of recognition associated with this symbol, while also projecting a refreshed approach to family planning. Also an additional family planning method, foaming vaginal tablets, was added in the final version of the sticker. less
Pretesting Links:
Pretest version of the sticker
Please click on the link below the JPEG image shown above for a PDF of the final version of the sticker.
Summative Evaluation: Exposure to the Life Choices program was widespread, with 89 percent of the respondents in the follow-up sample reported hearing or seeing the Life Choices program in the year preceding the survey. Most of these respondents recalled the program without any prompting. When asked to describe the family planning messages they had heard or seen in the past year, 70 percent of respondents named, without... more
Summative Evaluation: Exposure to the Life Choices program was widespread, with 89 percent of the respondents in the follow-up sample reported hearing or seeing the Life Choices program in the year preceding the survey. Most of these respondents recalled the program without any prompting. When asked to describe the family planning messages they had heard or seen in the past year, 70 percent of respondents named, without prompting, at least one slogan associated with the Life Choices program. An additional 19 percent of men and women in the survey recalled hearing or seeing at least one Life Choices slogan after prompting. 16 percent recalled this slogan, Make the choice that’s best for you, without prompting, and 36 percent with prompting. less
Summative Evaluation Links:
The Life Choices Family Planning Program in Ghana: Evaluation Report (December 2005)
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