The purpose of the monthly Spotlight is to showcase health communication materials that have had proven impact.

“HEAR EACH OTHER!” CAMPAIGN MATERIALS - RUSSIA

The main goal of the Healthy Russia project’s communication campaign “Hear Each Other!” was to draw men and women’s attention to reproductive health and to motivate them to discuss different aspects of this issue with each other and with specialists. Posters and stickers were placed in medical institutions, pharmacies, movie theatres, and on public transport. Three different booklets were given out to the intended audience (men and women aged 19 – 35). Regional TV and radio channels showed public service announcements. These materials were created using a humorous and positive approach which, as was demonstrated by focus groups, is understandable and attractive to this audience:

Besides materials for this audience, a booklet and cue card on counseling couples were developed for medical providers. The Healthy Russia project conducted educational training for specialists working with couples and men, using these materials:

EVIDENCE OF EFFECTIVENESS

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.

View the full report, Knowledge, Attitudes and Practices of Russians on Reproductive Health and Family Planning.

CREDITS

These materials were developed under the Healthy Russia project which was awarded by the US Agency for International Development to the Center for Communication Programs (CCP) at the Johns Hopkins Bloomberg School of Public Health to carry out a broad-based program of health education, communication and mobilization in the areas of healthy lifestyles, HIV/AIDS, and family planning/reproductive health. The legacy of the project will be in the establishment of the Healthy Russia Foundation which will continue the work of the project as well as address other key health risk behaviors.

See resources for Reproductive Health Communication

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The Health Communication Partnership
Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs in partnership with
Academy for Educational Development " Save the Children " The International HIV/AIDS Alliance
Tulane University's School of Public Health and Tropical Medicine

Disclaimer: The information provided on this web site is not official U.S. Government information and does not represent the views or positions of the U.S. Agency for International Development or the U.S. Government.