Behavior Change Communication

1221 Words 5 Pages
CHAPTER ONE
INTRODUCTION

1.1 Background to the Study:
The mass media due to its; wide reach, cost-effectiveness and appeal, has been used worldwide to spread information and encourage healthy behaviours. However, often populations with higher health loads have poor access to the mass media and information related to health care services.
Deepika et al. (2010), study express that Behaviour Change Communication (B.C.C.) is efficient when the mass media and the message are context based, modified to the needs of the audience, planned to be interactive and encourages the audience to take action.
They further add that for a successful communication strategy it is important that messages are; aligned, integrated and reinforcing. If the reach of
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Fertility is substantially higher among rural women than among urban women; rural women will give birth to two more children during their reproductive years than urban women 6.4 and 4.0, respectively (DHS-MICS, 2011).
DHS-MICS (2011), report further classified contraception as modern and traditional methods. Modern methods include; female sterilization, male sterilization, the pill, the intrauterine device (IUD), injectables, implants, male condom, female condom, diaphragm/foam/jelly, standard days method and lactation amenorrhoea method (LAM), methods such as rhythm (periodic abstinence), withdrawal, and folk methods are grouped as traditional.
Contraceptive Prevalence Rate (CPR) in Cameroon examined in the 2011 DHS-MICS report recognized a slight drop among urban in the last five years 36% to 33% and CPR has also failed from 16% in 2005 to 14% in 2011. Thus expanding and improving family planning services would help act in response to the expressed desires of Cameroonians and would be good public policy. This research therefore seeks to explore the challenges of communicating family planning messages in

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