Nicaragua Together We Decide When Campaign [from Reaching Youth Worldwide]

Engage Multiple Audiences with One Programme

Nicaragua's Together We Decide When Campaign

Young people who are parents may need to know as much about reproductive health as those who are not. Recognising this need, the Juntos Decidimos Cuando (Together We Decide When) campaign in Nicaragua spoke to all youth: those who are not sexually active, those who are sexually active, and those who already have children. According to the 1992-1993 Family Health Demographic and Health Survey (DHS). Nicaragua has one of the highest rates of teenage pregnancy in Latin America, with almost 50 percent of young women having at least one child or becoming pregnant with their first by age 19. In 1997, the Nicaraguan Interagency Commission for Reproductive Health - a coalition of more than 15 government and non-government agencies working in the area of reproductive health - launched the Together We Decide When campaign, the first national reproductive health communication campaign for young people between the ages of 15 and 24.

The objective of the campaign was to create a continuing demand for information and services so youth would gain increased knowledge about reproductive health topics, thereby helping to reduce unwanted pregnancies. It promoted reproductive health service providers and provided information through campaign decisions on matters of sexuality and relationships. Among youth without children, the campaign sought to foster a positive attitude toward postponing sexual activity and marriage. For young couples with children, the campaign positioned child spacing as an effective way of caring for the first child. For both audiences, reproductive health services were promoted.

Two approaches were used to implement the campaign's strategy: the mass media and Entertainment-Education. The mass media used radio and TV spots, posters, press releases, brochures, and inter-city bus advertising to gain national visibility and put reproductive health for youth on the political agenda. Entertainment-Education used songs, street theater, and youth mobilisation to explore the emotional transition involved in changing reproductive health behavior.

How it worked

Youth mobilisation was an essential element of the campaign. Young people organised themselves and formed a Youth Committee, which coordinated and organised campaign elements, specifically the launch. Represented by many youth organisations, the Youth Committee actively participated in the national campaign by promoting reproductive health locally. This type of participation encouraged a sense of ownership among audience members.

Well-known musical artists produced and performed the song "Give Time a Chance," which encouraged young people to think about their options and decide together before becoming sexually active. The song did not tell youth that being sexually active was wrong, but rather provided more realistic options. "Give Time a Chance" was the signature song for the campaign launch.

Evaluation Results

METHODOLOGY: Questions included in the 1998 DHS provided a posttest evaluation of campaign impact. The sample size of 15- to 24-year-olds totaled 5,800 females and 1,179 males and was representative of all Nicaragua. (Unless stated otherwise, the percentages refer to the intended audience).

Respondents who reported seeing the campaign logo included 72 percent of females and 70 percent of males. About 70 percent of females and males were exposed to the slogan, "Together We Decide When."

TV was by far the most effective channel for reaching the intended audience: 76 percent males and 73 percent of females (aged 15 to 24). Buses were the second-most effective channel, reaching 33 percent of males and 22 percent of females.

As a result of exposure to the campaign, many men and women aged 15 to 24 took some action. Talking to someone about the campaign messages was the most prevalent action followed by being careful to prevent pregnancy. Other actions reported included postponing sexual debut, waiting to have another child, and starting family planning.

The messages spoke to both married and single youth. Those who talked to someone about the campaign included 83 percent of single males and 89 percent of ever-married males. Ever-married males (39 percent) were more likely to discuss family planning with their partner than single males (18 percent). It is notable that both groups did report some action.