Content Analysis of Enter-Educate Materials on Family Planning

Abstract

This case study was conducted to establish the trends related to the development of enter-educate materials on family planning worldwide, their message/theme, models/endorsers, media used, and format. This was undertaken through the compilation of an electronic bibliography of enter-educate materials worldwide starting in the 1970’s. A brief description of the materials compiled was included in the electronic bibliography. Thereafter, an analysis of the compiled materials was done to establish the trends related to the year of production, message/theme, models/endorsers/media used, and format.

The analysis indicated that the adaptation of the enter-educate approach to family planning promotion started in the 1970s where 76 materials were produced by 20 countries worldwide. Over the years, up to year 2000, the number of materials tapered off with the most productive years in 1993, 1994, and 1997. Materials produces during these years ranged from 11 (1997) to as much as 19 (1993 and 1994). The message/theme of the materials was largely on the family planning concepts and the benefits of family planning use. Materials on contraceptive methods followed with the benefits of a small family size and responsible parenthood getting substantial coverage.

Government officials, particularly the Health Minister, and other family planning program officials were primarily used as endorsers of the program. Television and radio talents were used to dramatize the family planning concepts and contraceptive use. Popular singers and actors/actresses also proved to be very effective endorsers of the family planning program. Television remains to be the anchor medium for enter-educate materials on family planning. Radio, on the other hand, is used as secondary medium, especially to reach the remote areas where access to television is still not high.

Television commercials/spots and soap operas and video materials such as short film and documentary are very popular format for enter-educate materials. Radio commercials/spots and soap operas are also being utilized substantially, especially to reach audience in remote areas. The electronic bibliography is being presented as a main source facility for both the communication planners and researchers to allow easy adoption and propagation of family planning enter-educate materials, messages, and formats.