Using radio jingles to promote use of a family planning call center: A comparative interruptive time series analysis

Abstract

AbstractIntroductionThis paper measures the effect of a radio jingle campaign promoting a toll-free family planning call center (Honey&Banana) in Nigeria on the number of information requests received.MethodsCampaign effect is measured using a comparative interrupted time series design. The design assumes that without the radio campaign, the trend in the number of calls from the intervention group would have been parallel to that observed in the control group. The effect of the radio campaign is estimated as the difference between the actual and projected number of calls received.ResultsBefore the radio campaign, the trend in the monthly number of requests for family planning information was nearly flat, typically averaging below 500 calls per month. After the start of the campaign, the number of calls immediately increased substantially. The analysis predicted a gain of 360 calls per month during the campaign period. However, the results show that the campaign effect was temporary, which minimal gain after the end of the campaign.DiscussionResults from the comparative interrupted time series make a convincing case that the radio campaign substantially increased the demand for family planning information from the call center. However, there is no solid evidence that the radio jingle campaign had a longer-term effect on use of the call center after the radio broadcasts ended. Although short-term effects could be important if they benefited disadvantaged groups that cannot easily be reached through other means, we recommend that future campaigns be re-designed to facilitate permanent increases in call center use.