Impact of an advertising campaign on condom use in urban Pakistan.
Article Type: Brief article
Subject: Advertising campaigns (Influence)
Condoms (Usage)
Pub Date: 05/01/2011
Publication: Name: Reproductive Health Matters Publisher: Elsevier Science Publishers Audience: General Format: Magazine/Journal Subject: Family and marriage; Health; Women's issues/gender studies Copyright: COPYRIGHT 2011 Reproductive Health Matters ISSN: 0968-8080
Issue: Date: May, 2011 Source Volume: 19 Source Issue: 37
Product: Product Code: 3069770 Prophylactics & Diaphragms NAICS Code: 326299 All Other Rubber Product Manufacturing SIC Code: 3069 Fabricated rubber products, not elsewhere classified
Geographic: Geographic Scope: Pakistan Geographic Code: 9PAKI Pakistan
Accession Number: 259077146
Full Text: An evaluation of the effect on contraceptive use in Pakistan of the second phase of an intensive condom advertising campaign was carried out between April and June 2009. Advertisements for Touch condoms appeared on private television channels and radio stations. A nationally representative survey of married men in 17 cities collected information on behaviour related to condom use and recall of the advertisements. 806 men were interviewed at baseline in March 2009 and 617 (77%) were successfully re-interviewed for follow-up in August 2009. Respondents with confirmed awareness of the Touch campaign (about 15%) experienced significant improvements in indicators related to condom use, even after controlling for confounding factors. Those indicators included perceived availability of condoms (p
(1.) Agha S, Meekers D. Impact of an advertising campaign on condom use in urban Pakistan. Studies in Family Planning 2011;41 (4):277-90.
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