Technical support to the Government of India, for developing a TV commercial for intra-uterine contraceptive devices (IUDs / IUCDs):
The use of IUD as Family Planning method in India has remained stagnant at around 2-3% since 1992. As a part of the national policy, the Ministry of Health and Family Welfare (MOHFW) is recommending long term methods of contraception such as IUDs for spacing between children. Population Services International (PSI) approached MOHFW, and shared desk research and PSI's research which showed both neonatal and maternal health outcomes improve when there is a spacing of three years between births; and developed a communications strategy to communicate this to lower income women of reproductive age. After receiving approval from MOHFW, PSI developed two creative concepts and tested them with the target audience in semi-rural Jharkhand and Rajasthan. After incorporating changes PSI developed a 60 second TV commercial and posters in Hindi.
The campaign has been highly appreciated by The Ministry who will air the TVCs developed by PSI on the key National and State TV channels. The ministry has also requested PSI to translate the commercial into 11 languages.
