Stimulating men’s support for long-term contraception: A campaign in Zimbabwe

Young Mi Kim, Caroline Marangwanda

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


A 1993–1994 male motivation campaign in Zimbabwe sought to encourage couples to use modern contraception, especially long-term and permanent methods, mainly by encouraging men to participate in family planning. Using a diverse mix of radio and television programming, print materials, and community events, the campaign reached 88% of men and women in the 5 campaign areas. Football games and sports images proved especially effective in reaching male audiences. Baseline and follow-up surveys found that approval of long-term methods, couples’ discussion of family planning, and men’s desire to be involved in family planning decisions increased during the campaign period. When education, socioeconomic status, and other variables were controlled, data also showed that contraceptive use uctuated in the years surrounding the campaign but that individuals exposed to 3 or more campaign elements were 1.6 times more likely than others to use a modern method.

Original languageEnglish (US)
Pages (from-to)271-297
Number of pages27
JournalJournal of health communication
Issue number4
StatePublished - Nov 1997
Externally publishedYes

ASJC Scopus subject areas

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences


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