Behavior Change Theories: Social Norms
Formative Research: The materials for the “Hear Each Other!” campaign were developed using thorough formative research. The research was designed specifically to: explore the knowledge, attitudes and practice of couples from different socio- demographic groups regarding contraceptive use; investigate gender roles in reproductive health decision making and contraceptive use; explore the sources of information couples in... more
Formative Research: The materials for the “Hear Each Other!” campaign were developed using thorough formative research. The research was designed specifically to: explore the knowledge, attitudes and practice of couples from different socio- demographic groups regarding contraceptive use; investigate gender roles in reproductive health decision making and contraceptive use; explore the sources of information couples in different social groups use when making decisions about family planning and contraceptive use. Sixteen focus groups were conducted in two Russian cities, Irkutsk and Orenburg, with 8 groups in each city. less
Pretesting: In pretesting the original poster (click here for an image) respondents did not like what they perceived to a big backside in a window; they thought the man and woman seemed alienated; and they said the poster lacked color. To correct this, the artist reduced the prominence of the backside and placed the poster on a bus... more
Pretesting: In pretesting the original poster (click here for an image) respondents did not like what they perceived to a big backside in a window; they thought the man and woman seemed alienated; and they said the poster lacked color. To correct this, the artist reduced the prominence of the backside and placed the poster on a bus stop shelter to identify it clearly as a poster; brought the couple together and made them hold hands to show that they had more in common; and made the composition more colorful and lively.|
For a full pretesting report for the Hear Each Other! campaign, click here
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Summative Evaluation: Project underway
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