- Published by: The Learning Collaborative to Advance Normative Change
PSI, Camber Collective, Ideo Org, and YLabs
The Transform/PHARE project introduces innovative practices from marketing, advertising, human-centered design and behavioral economics to strengthen health-related behavior change programming. Transform/PHARE's objectives are to increase demand for family planning products and services, to enhance the active support for family planning among key secondary targets and to address social norms thus creating a favorable enabling environment for family planning. The project works within four thematic areas: audience segmentation, male engagement, provider behavior change and cross-sectoral social behavior change. The project is designed to work within the 9 francophone Ouagadougou Partnership countries and the DRC, with work started in Benin, Burkina Faso, Cote d'Ivoire, and Niger.
Social norms of interest
Family Planning use
In Niger, a rapid segmentation tool was devised to enable instant categorization of men into segments, by ground-level actors.
In Cote d'Ivoire, four major opportunities to increase MMC adoption in the near term were identified, specifically the need to: target women at beginning and end of child-bearing lives, and vulnerable women in the middle; focus on increasing consistent, ongoing use across all women; develop tailored programming for Pre-family youth, particularly adolescents; and de-emphasize broad behavior change communication campaigns. Ten specific SBC strategies to meet these opportunities were proposed, leveraging existing strategies within the 2015 National Family Planning Action Plan. The forecasted impact on mCPR of implementing these strategies showed that addressing just half the unmet demand in the three segments alone would enable CDI to meet its 2020 mCPR target of 36% and add close to a million new users
In Niger (2017-2018), the Camber Collective expanded its prior national demand analysis on family planning, which had focused on women, to include a new analysis of men's attitudes, aspirations and behaviors around FP. Men had been identified as a key barrier to greater family planning prevalence. This project is among the first major stand-alone analyses of men in this subject area/region. Starting with a literature review, Camber undertook extensive research culminating in a segmentation of the male population.
In Cote d'Ivoire (2017), PSI used qualitative and quantitative data to understand how issues such as aspirations for school, work and family; relationship status, couple dynamics, female empowerment and agency; and past experience with family planning methods and services impact family planning demand among women of reproductive age. This information was then used to identify segments of women that should be priorities for social behavior change programming.
Increased use of modern family planning
Niger: Six segments of men were identified as having distinct levels of autonomous reflection, progressive attitudes towards women’s rights, and exposure to FP. Two male segments (Young Novices and Curious Traditionalists) were prioritized for behavioral change interventions, to be piloted by PSI Niger in collaboration with local partners. Male segments were also paired with female segments from Camber's prior Niger work, to anticipate likely couple dynamics for target segments (male and female). An intervention (based on prioritized segments) is currently being designed by PSI Niger.
Cote d'Ivoire: Six segments of women were identified as having distinct levels of autonomy, unmet need, and risk. Three of these segments (Pre-family women, Struggling aspirational, and Family Limiters ) were identified as representing the most compelling targets for behavioral change based on the acuity of their unmet demand, lifetime value of behavioral change, and potential impact on mCPR.
This tool is adapted from the questionnaire used for the Segmentation Analysis study. It is valid for Niger only.