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Angoori TV Drama Messages & Viewer Feedback March 16, 2011. Situation in Pakistan. Pakistan Demographic Health Surveys 2008. High unmet need for FP 25% of couples who want to use FP are not Low contraceptive prevalence
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Situation in Pakistan Pakistan Demographic Health Surveys 2008 High unmet need for FP • 25% of couples who want to use FP are not Low contraceptive prevalence • Pakistan has not been able to achieve 30% CPR after decades of FP programming Unacceptably high maternal and child mortality • MMR = 276 per 100,000 women • IMR = 65 children per 1,000
Angoori TV Drama Series Funded by 14-episode TV drama addressing FP/RH issues in Pakistan Aired May – August 2010 nationally
Goal • Improve FP knowledge, attitudes and spousal & familial communication • Motivate use of contraception and desire for small family size Messages • Seek FP information • Communicate with spouse and family about FP approaches • Make informed choice about appropriate contraceptive method that meets life stage need of each couple • Motivate families & couple to educate daughters
Series synopsis • In a fictional village called Angoori, a prominent family is headed by Bibi Gul who rules with an iron fist and believes a woman’s role is to bear sons. • A young 3rd wife of Bibi Gul’s husband bears only daughters. The young wife, believing girls should be educated, smuggles one daughter off to university but Bibi Gul tricks the girl to return to Angoori, then marries her off to an uneducated cousin. • The girl slowly brings about change in her husband and the couple becomes a role model in Angoori. The new couple bear a daughter to the husband’s delight, and then adopt family planning. • Angoori becomes a place where daughters are valued, and men take responsibility for the health of their wives and children.
Feedback Educate women Women have rights Sons & daughters are both blessings from God Benefits of FP Data from 100 women & men surveyed; in-depth interviews & focus groups • Comprehension, likeability & relevance • Among those who were exposed to the drama, • 92% liked the drama • 90% liked the drama better than other TV shows • 64% found the language easy to understand • 94% indicated the story reflected real life and was easily relatable • Messages most recalled
Data from 100 women & men surveyed; in-depth interviews & focus groups Attitudes of those who watched the drama * Demonstrates that FP can be adopted in Islamic communities
Data from 100 women & men surveyed; in-depth interviews & focus groups “With FP, one can lead a more beautiful life with more time to invest in well being of children before having the next. In these times of unemployment and high prices, fewer children are less economic stress, and better quality of life and needs of children . . . can be optimally fulfilled.” Men from focus group in ChoorChowk Actions • 80% did not seek information about FP • Majority felt they had enough information already • 33% talked with others about FP • 20% took or planned action for betterment of females • 97% increased overall care and attention to girls TV drama as effective behavior change medium • 97% felt TV dramas can motivate communities to change behaviors towards women
