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Strengthening Family Planning
Project 
تعزيز تنظيماألسرة
Evaluation Report 
Reach and Effect of the Social Marketing 
Campaign for Oral Contraceptive Pills, 
2011-13
Submitted to:
Ziad Muasher, BFSS, MPP
Project Management Specialist
Population and Development Section
USAID/Jordan
Submitted by:
Reed Ramlow
Chief of Party
Prepared by: 
Sarah Kamhawi, MPH 
Monitoring, Evaluation and Research Officer
December 2013
Strengthening Health Outcomes through the Private Sector 
(SHOPS) Associate Cooperative Agreement No. 278-A-00-10-
00434-00
The information contained in this document is considered 
CONFIDENTIAL and is intended for the recipient and their 
authorized representatives only. Any unauthorized distribution is 
strictly prohibited without the prior written consent of submitter.
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Acknowledgements 
The Strengthening Family Planning project (Ta’ziz Tanzim Al Usra or Ta’ziz in short) would like to extend 
sincere thanks to the Ministry of Health and the Higher Population Council for their contribution 
towards and support of the oral contraceptive pill (OCP) campaign. 
Special thanks are due to all project staff that cooperated with and supported the research team 
throughout various stages of the study, including Mr. Reed Ramlow, Project Chief of Party; Dr. Maha 
Shadid, Deputy Chief of Party; Houda Khayame, Social Marketing Manager; and Nisreen El Tell, 
Communications Manager. 
Ms. Sarah Kamhawi, MPH, Monitoring, Evaluation, and Research Officer wrote this report. 
The Nielson Company was subcontracted to provide technical assistance for data collection and entry 
for the tracking household survey, pharmaceutical sales estimates were purchased from IMS Health and 
the Ministry of Health (MOH) provided contraceptive supply data used to calculate couple years 
protection (CYP). 
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Table of Contents 
Acknowledgements ....................................................................................................................................... 1
Executive Summary ....................................................................................................................................... 3
Background ................................................................................................................................................... 6
Methods ........................................................................................................................................................ 7
Post-Campaign Cross-Sectional Results ........................................................................................................ 8
Respondent characteristics ....................................................................................................................... 8
Exposure to the campaign ........................................................................................................................ 9
Media sources .........................................................................................................................................10
Campaign messages ................................................................................................................................12
Likeability ................................................................................................................................................14
Comparing unexposed and exposed* respondents................................................................................15
Dose-effect of the campaign on knowledge and attitudes and intentions to use modern FP methods 20
Service statistics ..........................................................................................................................................21
Community health workers ........................................................................................................................22
Information to support future campaigns ..................................................................................................24
Conclusions .................................................................................................................................................24
Recommendations ......................................................................................................................................26
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Executive Summary 
Background 
The purpose of this report is to present the findings from efforts aiming to evaluate the social marketing 
campaign to promote the use of oral contraceptive pills (OCPs); the campaign was implemented in 
phases extending over a period of 14 months in 2012-2013. 
Methodology 
A cross-sectional post-campaign survey fielded by the Nielsen Company relying on household interviews 
where married women of reproductive age (MWRA) reside. The study was conducted during May 2013 
with a sampling scheme to produce 400 interviews with MWRA in the governorate of Amman and 200 
interviews with MRWA in each of the governorates of Irbid and Zarqa. The survey instrument included 
questions about the respondents’ demographic characteristics as well as questions related to exposure 
to the OCP campaign, respondents’ interpretation and understanding of the relayed messages, and 
respondents’ attitudes, intentions and behaviors relating to family planning and the OCPs in specific. 
The instrument also included questions about community health workers’ visits relating to family 
planning (FP). 
National service trends were tracked by calculating couple-years of protection (CYP) derived from the 
distribution or sale of OCPs. The project had two data sources for this indicator. The first is a monthly 
pharmacy FP method sales estimate produced by IMS Health. IMS Health has a sample of pharmacies 
distributed nationally from which they generate estimates for national pharmacy sales. Couple-years of 
protection (CYP) from OCPs were calculated using a CYP factor of 15. 
The second source is the Ministry of Health in Jordan, which provides modern FP methods free of charge 
to UNRWA, the Jordanian Association of Family Planning and Protection (JAFPP), universities and the 
project, which supplies its network of private doctors with FP methods. The MOH collects distribution 
data from these private sector institutions on a monthly basis and generates a report reflecting all MOH 
FP method distribution. The report is stratified by institution and method. CYP from OCPs was calculated 
using a CYP factor of 15. 
Key findings
 Exposure to the third wave of the OCP campaign was moderately high at 59% among all 
respondents who were prompted with images of two TV advertising spots, leaflets and press￾clippings. Prompted recall was significantly higher among women aged 25 years and older as 
compared to those aged 18-24 years and did not vary significantly across educational 
attainment levels and socioeconomic status (SES). 
 The most recalled components of the campaign were the TV advertisements promoting 
combined oral contraceptives (COCs) and progestin-only pills (POPs), with 62% and 41% of 
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respondents recalling them when prompted, respectively. Recall was lower for leaflets (26%) 
and newspaper clippings (18%). 
 Television was the highest source of exposure to any FP messages at 84%, followed by leaflets 
and brochures (25%) and the radio (9%). Television was the greatest source for 93% of women 
aged 35-44 years and for those belonging to socioeconomic segment (SES) C1 and C2. Leaflets 
and brochures were the greatest source of exposure among those aged 18-24 years. Radio was 
the greatest source of exposure among those with higher education (19%) and those belonging 
to SES AB and C1 (26% and 14% respectively). 
 Jordan TV allows for even reach across all SES strata while Ro’ya TV reaches those in higher SES. 
 The most recalled campaign messages without prompting related to images of the campaign 
itself (21%) – the description of a woman going alone or with others to the doctor about FP 
(21%). Others recalled the campaign was about FP or the benefits of FP in general (17%). Nearly 
8% recalled the key message that OCPs are safe and that they have benefits. 
 When prompted, 91% recalled the slogan “family planning pills give you peace of mind”, 
showing that the slogan was effective. The message “family planning pills are safe and effective”
was recalled by 80%, followed by the call to action to consult a doctor regarding a FP method 
(56%) and to use family planning pills to space children (53%). Lower SES respondents were 
more likely to recall some of the messages compared to higher SES respondents. 
 Overall likability of the campaign was very high, with 96% of respondents expressing that they 
liked it very much (77%) or liked it a little (19%). Likeability was high across all SES levels 
reflecting that it was relatable to all of society’s strata. 
 93% of respondents wanted to keep watching or listening to the campaign when they first heard 
or saw it. A significantly higher proportion of lower SES respondents reported such an interest 
compared to higher SES. Moreover, those with lower SES had a higher measure of positive 
attitudes towards the campaign. However, satisfaction was generally high with over 85% of 
respondents agreeing with six positive statements relating to the campaign. 
 The campaign was impactful. 
o Exposed respondents, compared to unexposed respondents, while comparing for 
potential confounders, were: 
 more likely to know benefits about OCPs without prompting and were less likely 
to state that they did not know about OCPs; 
 more likely to agree with positive statements about OCPs and FP in general; 
 more likely to be current users of FP methods and less likely to be non-users 
who do not intend to use FP methods in the future; and 
 twice as likely to express an intention to use OCPs in the future (among non￾users) 
o A dose-effect was observed and confirmed through regressions controlling for potential 
confounders: 
 The mean number of mentioned benefits associated with OCPs was significantly 
higher with each increasing increment of exposure to the campaign. 
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 The odds of being a current FP user were 1.3 times higher with each increasing 
increment of exposure to the campaign. 
 The odds of not currently using any FP method and not planning to do near the 
future decreased by 40% with each increasing increment of exposure to the 
campaign. 
o National CYP due to OCP distribution increased significantly over the period of the 
campaign when examining the public/NGO sector. A similar trend was noted through 
pharmacy sales estimates. 
 Community health workers (CHWs) continue to be an important part of FP promotion among 
women of lower SES, with nearly half of women reported ever being visited by a community 
health worker for FP counseling. Of those, 10% reported that they were visited by the Ta’ziz 
outreach program specifically, however over two-thirds did not know the affiliation of the 
CHWs, which means that the 10% estimate probably under-reports the true reach of the Ta’ziz 
outreach program. 
 A great majority of women (82%) reported that they were the main influencers on the decision 
to use FP methods, followed by 53% who reported the husband, 5% who reported the doctor, 
and 3% who said that their mothers were influencers. Interestingly, and perhaps contrary to 
general stereotypes, the strongest support for a woman’s use of FP methods came from the 
husband (61%), followed by the mother (14%). 
Recommendations 
Method-specific campaigns are an effective way to reach a large proportion of the population in an 
impactful way. It is recommended to continue such long, multi-waved campaigns especially when the 
campaign is designed to be relatable to all Jordanian irrespective of their SES. 
Media plans should continue to focus on television; however it is evident that brochures and leaflets are 
also an effective way to reach women. 
Some of the benefits of OCPs, which were only printed out in the text of brochures, leaflets and 
newspaper ads should be emphasized in future mass-media television spots because less than 50% of 
respondents recalled those messages. 
It is evident that the campaign impacted individuals’ knowledge, attitudes and intentions towards OCPs 
and that the level of exposure significantly affected the extent of such positive effects. Moreover, the 
campaign likely contributed significantly in the observed increase in CYP measures due to OCP 
distribution nationally. 
Community health workers (CHWs) should be a key factor in future campaigns due to their effectiveness 
in reaching lower SES women. 
Future campaigns should consider relaying messages directly to husbands, not because they are 
opponents of FP, but because they are proponents and supporters of FP. 
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Background 
Research indicates a strong need for improved family planning in Jordan – over one-quarter of all births 
are mistimed or unwanted (2009 Jordan Population and Family Health Survey (JPFHS)). Currently, 61 
percent of Jordanian couples practice some form of family planning, although only 42 percent use more 
reliable modern methods of contraception and only eight percent use oral contraceptive pills (2012 
JPFHS). Scientific evidence shows that oral contraceptive pills are not only a safe and reliable 
contraceptive method but also convey a range of non-contraceptive benefits. 
The USAID Strengthening Family Planning project aims to expand the availability, quality and use of 
family planning services through partnership with the private, non-governmental sector in Jordan. The 
project, an associate award under the global USAID Strengthening Health Outcomes through the Private 
Sector (SHOPS) project managed by Abt Associates Inc., seeks to boost the role of NGOs in providing 
family planning services, focusing on the Jordan Association of Family Planning and Protection (JAFPP). 
The project also works with the United Nations Relief and Works Agency (UNRWA) to strengthen its role 
in providing family planning services through its clinics that serve 1.2 million Palestinian refugees. In 
addition, the project seeks to expand the contraceptive market and increase choice in league with 
private pharmaceutical companies, clinicians and pharmacists. The program will contribute to increased 
availability and use of modern contraceptives, a reduction in high discontinuation rates, and a reduction 
in unmet need. 
Program Intervention 
Interspersed over a 14-month period in 2012-13, the Strengthening Family Planning project 
implemented an extensive social marketing campaign in two phases that promoted the use of oral 
contraceptive pills as a safe and effective method for couples who want to space their children and plan 
their family size. The national campaign featured advertisements on television and radio and in major 
daily newspapers, and information materials were made available in over 1,400 pharmacies and in 
nearly 160 private clinics. Prominent physicians guested on TV and radio interview programs popular 
among women to share the evidence on oral contraceptive pills. An extensive community outreach 
program in urban centers and in Palestinian refugee camps reached over 30,000 women and couples 
directly on the benefits of using oral contraceptive pills. Corporate partners Johnson & Johnson, 
Nuqul/Fine, Pharmacy 1, Nestle and NGO Jordan Volunteers provided consumer gifts and in-kind 
contributions for public outreach events in shopping malls/centers, refugee “camps” and other public 
places. The campaign also engaged social media with a Facebook page providing information on oral 
contraceptive pills with an interactive feature that allowed page visitors to ask questions about pills and 
receive evidence-based answers from a medical expert. 
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Results from previous tracking surveys 
The first phase of the campaign implemented from February to May 2012 generated promising results –
73% of surveyed married women of reproductive age recalled the campaign, surpassing the ambitious 
target of 65%. The Jordan Ministry of Health, the Higher Population Council and the Jordan Association 
for Family Planning and Protection were sponsors of the campaign. The first phase campaign tracking 
survey showed that among the primary target audience, 84% of married women of reproductive age 
(MWRA) agreed that oral contraceptive (OC) pills are safe to use, surpassing the campaign goal of 60%. 
Another key objective of the campaign was to shift users of “traditional” family planning methods such 
as withdrawal and the rhythm method to modern methods such as the OC pill. Survey results showed 
that 86% of MWRA agreed that OC pills are more effective than traditional methods and 22% of 
traditional method users said they intend to shift to pills. In addition, 30% of “never users” of 
contraceptive methods said they intend to use pills. Tracking survey respondents ranked the campaign’s 
advertising on Jordan Television (JTV) as the “most remembered” by a two to one margin over the next 
most popular TV ad and as the “most preferred”. 
The report herein present findings from the final tracking survey in evaluating the OCP campaign and 
from national service statistics. 
Methods 
Cross-sectional household survey 
A cross-sectional post-campaign survey fielded by the Nielsen Company relying on household interviews 
where married women of reproductive age (MWRA) reside. The study was conducted during May 2013 
with a sampling scheme to produce 400 interviews with MWRA in the governorate of Amman and 200 
interviews with MRWA in each of the governorates of Irbid and Zarqa. 
For monitoring purposes, identifiers were collected by the Nielsen Company and kept in a separate log, 
such as questionnaires could not be linked to the respondents. The Abt Associates Institutional Review 
Boards (IRB) determined that the human subject research activity meets the criteria for Exemption 
under U.S. Federal Regulation 45 CFR 46.101(b), Category 2. Therefore, local IRB was not required. 
Questionnaire 
The survey instrument included questions about the respondents’ demographic characteristics as well as 
questions related to exposure to the OCP campaign, respondents’ interpretation and understanding of 
the relayed messages, and respondents’ attitudes, intentions and behaviors relating to family planning 
and the OCPs in specific. The instrument also included questions about community health worker visits 
relating to FP. 
Data entry and analysis 
Data was entered by the Nielsen Company and delivered to the Ta’ziz Project in SPSS format. The file 
was then converted to STATA format, and analysis was completed by Ta’ziz Project using STATA version 
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12. Statistical significance was determined through Chi-square tests, ANOVA, Student’s T-Test and 
multivariate logistic and linear regressions were used to control for potential confounders when needed. 
National service statistics from the public sector and the private sector 
The Ta’ziz project receives monthly pharmacy FP method sales estimates from IMS Health. IMS Health 
has a sample of pharmacies distributed nationally from which they generate estimates for national 
pharmacy sales. Couple-years of protection (CYP) from OCPs were calculated using a CYP factor of 15. 
The Ministry of Health in Jordan provides modern FP methods free of charge to the UNRWA, the 
Jordanian Association of Family Planning and Protection (JAFPP), universities and the Ta’ziz project, 
which supplies its network of private doctors with FP methods, a number of other smaller NGOs with 
capacities for FP service provision. The MOH collects distribution data from these private sector 
institutions on a monthly basis and generates a report reflecting all MOH FP method distribution. The 
report is stratified by institution and method. CYP from OCPs was calculated using a CYP factor of 15. 
Post-Campaign Cross-Sectional Results 
Respondent characteristics 
Table 1: Respondent characteristics
Total (%)
n=800
Amman (%)
n=400
Irbid (%)
n=199
Zarqa (%)
n=201
Age
18-24 32.9 31.8 34.2 33.8
25-34 34.8 34.8 35.2 34.3
35-44 23.3 23.3 22.6 23.9
45-49 9.1 10.3 8.0 8.0
Education
Illiterate 0.1 0.3 0.0 0.0
Literate without formal education 0.3 0.5 0.0 0.0
Some/finished elementary 2.5 3.0 0.5 3.5
Some/finished intermediate 22.8 21.3 16.6 31.8
Some secondary 20.5 17.3 22.6 24.9
Finished secondary 29.3 27.0 37.7 25.4
Some/finished college 11.8 14.0 10.6 8.5
Completed university 12.4 15.8 12.1 6.0
Post graduate degree 0.5 1.0 0.0 0.0
Socio economic status (SES)
A 4.9 8.5 1.0 1.5
B 4.5 7.5 2.0 1.0
C1 18.8 18.5 27.1 11.0
C2 29.1 27.3 32.2 29.9
D 30.1 28.0 29.7 34.8
E 12.6 10.3 8.0 21.9
* Statistically significant differences noted (p<0.05) when using Chi2 test
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All interviewed women were married and of reproductive age. Nearly one-third of respondents were 
aged 18-24 years, 35% were aged 25-34 years, 23% were aged 35-44 years and fewer than 10% were 
aged 45-49 years. Roughly one-fifth attained or completed some of the intermediate level of schooling, 
21% attended but did not complete secondary school and 29% completed secondary school. 
Respondents in Amman were more educated than those in Irbid and Zarqa. Nearly one-third of 
respondents in Amman attended or completed college or higher; a significantly higher proportion that is 
seen in Irbid (23%) and Zarqa (15%). As for socioeconomic status (SES), less than 10% of all respondents 
belonged to classes A and B, slightly less than half belong to C1-C2 and 43% belong to classes D and E. 
Respondents in Amman are generally more well-off than those in Irbid and Zarqa. Educational 
attainment and SES are significantly positively associated (r2=0.4, p<0.0001) therefore results will be 
stratified according to SES alone. 
Exposure to the campaign 
As shown in Table 2, 55% of all respondents reported that they had read, heard or seen any advertising 
about OCPs in the previous 6 months. Unprompted response rates did not vary significantly when 
comparing regions and age-groups. Respondents of lower SES and educational attainment levels 
reported higher exposure. 
Table 2: Unprompted and prompted recall of the OCP campaign among all respondents
Recall of OCP campaigns Recall of any advertising 
about OCP in the previous 6 
months (%)
Prompted recall of TV spots or 
printed materials (%)
Total n=800 55.4 58.6
Region
Amman n=400 55.3 58.3
Irbid n=199 56.8 59.8
Zarqa n=201 45.2 58.2
Age
18-24 n=263 49.8 49.8
25-34 n=278 57.2 63.3
35-44 n=186 57.0 61.8
45-49 n=73 64.4 64.4
Education
Intermediate or lower n=205 57.6 57.6
Some secondary n=164 43.3 53.7
Completed secondary n=328 59.8 60.1
Completed university or higher n=103 43.7 64.1
Socio economic status (SES)
AB n=75 50.7 66.7
C1 n=150 48.0 50.7
C2 n=233 56.2 60.5
D n=241 55.6 58.9
E n=101 67.3 59.4
* Statistically significant differences noted (p<0.05) when using Chi2 test
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Respondents were asked whether they recalled the campaign’s TV spots, newspaper ads or brochures as 
they were shown printouts. Prompted recall was slightly higher, at 59%, than unprompted recall. 
Younger respondents, aged 18-24 years, were less likely to recall the campaign as compared to their 
older counterparts. No significant differences in prompted recall rates were noted when comparing SES 
and educational attainment. 
Table 3 shows prompted recall rates for each component of the campaign. Campaign advertisement 
number one (COCs) was recalled the most by respondents (62%), followed by the POP advertisement 
(41%), leaflets (26%) and newspaper ads (18%). Recognition of the COC ad was higher among those aged 
35 and older as compared to those aged 18 to 34 years while the opposed trend was observed among 
those who recognized the leaflets. No significant differences were noted when considering SES and 
educational attainment. 
Table 3: Prompted recall and demographical distributions
Prompted recall rates Ad 1
COC (%)
Ad 2
POP (%)
Newspaper
(%)
Leaflets (%)
Total (%) n=469 62.3 40.9 18.1 25.6
Age
18-24 (%) n=131 57.3 45.0 21.4 26.7
25-34 (%) n=176 58.5 33.0 18.2 31.8
35-44 (%) n=115 67.8 50.4 14.8 20.0
45-49 (%) n=47 76.6 36.2 17.0 12.8
Education
Intermediate or lower (%) n=118 58.5 46.6 17.0 21.2
Some secondary (%) n=88 64.8 39.8 15.9 25.0
Secondary (%) n=197 65.0 37.1 17.3 26.9
University or higher (%) n=66 57.6 43.9 25.8 30.3
Socio economic status (SES)
AB (%) n=50 64.0 46.0 20.0 16.0
C1 (%) n=76 69.7 36.8 13.2 25.0
C2 (%) n=141 59.6 46.1 22.0 29.8
D (%) n=142 63.4 39.4 14.8 25.4
E (%) n=60 55.0 33.3 21.7 25.0
* Statistically significant differences noted (p<0.05) when using Chi2 test
Media sources 
Table 4 presents the sources through which respondents recalled hearing, seeing or reading about OCPs 
during the previous 6 months. Eighty-four percent were exposed through the television, one-fourth 
through leaflets and brochures and nearly 9% though the radio. Few were exposed through newspapers, 
magazines (2%), the internet (1%), or through community-based activities (1%). Television was the 
highest source of exposure among those aged 35-44 years and those belonging to SES C1 and C2. 
Exposure through leaflets was highest among those aged 18-24 years. Exposure through the radio is 
highest among those who are well educated and of a higher SES. 
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Table 4: Unprompted (Any messages about OCPs during the previous 6 months) recall by source
% TV Radio Newspaper/
Magazines
Leaflets and 
Brochures
Internet/
Facebook
Roadshow/Malls,
Parks/Lectures
Total (%) n=443 84.0 8.6 2.3 25.1 0.5 0.7
Age
18-24 (%) n=131 74.1 8.4 2.3 32.8 0.8 0.0
25-34 (%) n=159 86.8 6.3 1.9 25.8 0.6 1.3
35-44 (%) n=106 92.5 10.3 1.9 17.0 0.0 0.0
45-49 (%) n=47 83.0 10.7 4.3 19.2 0.0 2.1
Education
Intermediate or 
lower (%) n=118 80.5 7.6 1.7 31.4 0.0 0.0
Some secondary (%) n=71 84.5 5.6 2.8 19.7 1.4 0.0
Completed 
secondary (%) n=196 85.7 7.1 2.6 24.5 0.0 1.0
Completed university 
or higher (%) n=58 84.5 19.0 1.7 20.7 1.7 1.7
Socio economic status (SES)
AB (%) n=38 73.7 26.3 5.3 18.4 2.6 0.0
C1 (%) n=72 93.1 13.9 4.2 15.3 0.0 1.4
C2 (%) n=131 90.1 6.1 1.5 25.2 0.8 0.0
D (%) n=134 79.9 6.0 2.2 29.1 0.0 1.5
E (%) n=68 76.5 2.9 0.0 30.9 0.0 0.0
* Statistically significant differences noted (p<0.05) when using Chi2 test
Table 5: Prompted (shown cards) recall by source
TV Radio Newspaper/
Magazines
Leaflets and 
Brochures
Internet/
Facebook
Roadshow/Malls,
Parks/Lectures
Total (%) n=469 86.6 2.4 5.3 29.4 0.4 0.0
Age
18-24 (%) n=131 84.7 0.8 4.6 29.0 1.5 0.0
25-34 (%) n=176 84.1 1.7 4.6 37.5 0.0 0.0
35-44 (%) n=115 90.4 5.2 8.7 21.7 0.0 0.0
45-49 (%) n=47 91.5 2.1 2.1 19.2 0.0 0.0
Education
Intermediate or
lower (%) n=118 86.4 4.2 5.9 28.8 0.9 0.0
Some secondary (%) n=88 85.2 0.0 4.6 29.6 0.0 0.0
Completed 
secondary (%) n=197 86.8 2.5 4.1 30.0 0.0 0.0
Completed university 
or higher (%) n=66 87.9 1.5 9.1 28.8 1.5 0.0
Socio economic status (SES)
AB (%) n=50 86.0 2.0 8.0 22.0 0.0 0.0
C1 (%) n=76 89.5 4.0 4.0 27.6 0.0 0.0
C2 (%) n=141 87.2 2.1 5.7 32.6 0.7 0.0
D (%) n=142 85.2 2.1 4.9 28.9 0.7 0.0
E (%) n=60 85.0 1.7 5.0 31.7 0.0 0.0
* Statistically significant differences noted (p<0.05) when using Chi2 test
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Those who recognized the campaign after being prompted reported that they had seen it on television 
(87%), read about it in leaflets or brochures (29%) and heard it on the radio (2%) (Table 5). 
As shown in Table 6, those who recalled viewing the campaign on television saw it on Jordan TV (97%) 
and on Ro’ya TV (11%). Reach through Jordan TV was consistent across SES’s while exposure through 
Ro’ya TV was significantly higher between SES AB and C1 as compared to C2, D and E. 
Those who were exposed to the campaign through the radio heard it most through Rotana (55%), 
Amman FM (27%) and Hayati FM (18%). Those who viewed the campaign in the newspapers did so in Al 
Rai (36%) and Ad Dustour newspapers (44%). Nearly one half of respondents who viewed the campaign 
elsewhere did so at medical clinics. 
Table 6: Sources of prompted recall 
Sources of prompted recall Socio-economic status
Total (%) AB (%) C1 (%) C2 (%) D (%) E (%)
Television n=406 n=43 n=68 n=123 n=121 n=51
Jordan TV 96.6 93.0 97.1 100.0 95.0 94.1
Ro’ya TV 10.8 16.3 19.1 4.9 12.4 5.9
Radio n=11 n=1 n=3 n=3 n=3 n=1
Hayat FM 18.1 0.0 0.0 33.3 33.3 0.0
Rotana 54.6 100.0 100.0 66.7 0.0 0.0
Amman FM 27.3 0.0 0.0 0.0 66.7 100.0
Hala FM 0.0 0.0 0.0 0.0 0.0 0.0
Mazaj FM 0.0 0.0 0.0 0.0 0.0 0.0
Newspapers n=25 n=4 n=3 n=8 n=7 n=3
Al Rai Newspaper 36.0 25.0 33.3 50.0 52.9 0.0
Ad Dustour Newspaper 44.0 25.0 33.3 25.0 71.4 66.7
Other n=138 n=11 n=21 n=46 n=41 n=19
Clinics 47.8 45.5 71.4 43.5 36.6 57.9
Pharmacy 4.4 9.1 4.8 6.5 0.0 5.3
Mall 1.5 0.0 4.8 2.2 0.0 0.0
* Statistically significant differences noted (p<0.05) when using Chi2 test
Campaign messages 
As shown in Table 7, nearly one-fifth of respondents who recalled the campaign described images or the 
story line of the TV spots. Twenty-one percent recalled the image of a woman going to the doctor about 
FP and 10% described images of doctors or instructions to visit the doctor, 10%. As for recalled 
messages, 17% said that it was a campaign about FP in general or mentioned benefits of FP and 10% 
mentioned modern FP methods and their benefits. Nearly 8% mentioned OCPs, their safety and medical 
benefits to their use. 
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Table 7: Spontaneous recall of campaign messages and/or images
Unprompted message recall Total (%) AB (%) C1 (%) C2 (%) D (%) E (%)
n=443 n=38 n=72 n=131 n=134 n=68
Woman goes alone or with 
others to the doctor about 
FP
21.4 10.5 26.4 26.0 16.4 23.5
OCP are safe/the best 
method/benefits of OCP 7.7 10.5 11.1 4.6 7.5 8.8
FP campaign in 
general/benefits of FP 16.7 23.7 9.7 15.3 17.9 20.6
Images or stories from 
spots
20.8 21.1 20.8 23.7 21.6 13.2
Modern FP 
methods/use/benefits 9.5 13.2 13.9 7.6 6.7 11.8
Information through CHW 
visit
0.5 2.6 0.0 0.0 0.8 0.0
Pictured doctors/visit 
doctor
9.5 18.4 9.7 11.5 6.7 5.9
Other/unspecific 6.3 10.5 5.6 4.6 8.2 4.4
Women who were familiar with the campaign were asked to indicate whether they recall a number of 
messages relating to the campaign (Table 8). The most recalled message is that OCP give peace of mine 
(91%), which was slogan of the campaign, followed by a message that OCPs are safe and effective (80%). 
Nearly 56% recognized the call to consult ones doctor regarding a FP method, and 53% recognized the 
call to use OCP to space their children. As for the benefits of OCP, 44% and 19% recalled messages that 
OCPs help regular menstruation and prevent anemia, respectively. Significantly more women in the 
lower spectrum of SES recalled the safety and effectiveness message and the call to consult one’s doctor 
about FP methods as compared to upper and middle SES women. 
Table 8: Prompted recall of campaign messages 
Prompted message recall Total (%) AB (%) C1 (%) C2 (%) D (%) E (%)
n=469 n=50 n=76 n=141 n=142 n=60
OCPs give you peace of 
mind
91.3 88.0 90.8 95.0 89.4 90.0
OCPs are safe and effective 80.0 78.0 71.1 75.9 87.3 85.0
Return to fertility after 
stopping OCPs
35.2 20.0 32.9 41.1 34.5 38.3
Use OCP to space your 
children
52.5 46.0 46.1 52.5 56.3 56.7
Consult your doctor 
regarding a FP method
55.7 52.0 47.4 47.5 68.3 58.3
There are benefits (other 
than FP) to OCPs
24.5 20.0 13.2 29.1 28.9 21.7
FPPs help regulate 
menstruation
43.9 44.0 32.9 40.4 50.7 50.0
FPPs help prevent anemia 19.2 8.0 13.2 23.4 19.7 25.0
None 1.1 0.0 1.3 1.4 0.7 1.7
* Statistically significant differences noted (p<0.05) when using Chi2 test
14 | P a g e
Likeability 
As shown in Table 9, the campaign was liked by the majority of its audience; 77% liked it very much and 
19% liked it a little. Less than 5% were neutral or did not like it at all. Likeability did not vary significantly 
across SES. More than 90% of women were interested to continue watching or listening to the campaign 
when they first saw or heard it. The campaign was found to be most attractive among AB and C SES 
women. 
Table 9: Campaign likeability and attractiveness
Total (%) AB (%) C1 (%) C2 (%) D (%) E (%)
n=469 n=50 n=76 n=141 n=142 n=60
Likeability
Like it very much 76.6 68.0 76.3 80.9 73.9 80.0
Like it a little 19.0 24.0 22.4 15.6 20.4 15.0
Neither like nor dislike it 3.4 8.0 1.3 2.8 2.8 5.0
Don’t like it at all 0.9 0.0 0.0 0.7 2.1 0.0
Don’t know 0.2 0.0 0.0 0.0 0.7 0.0
Attractiveness
Was interested to continue 
watching or listening to the 
campaign when first 
seen/heard
92.5 94.0 100.0 94.3 88.0 88.3
Table 10: Prompted attitudes and opinions towards the campaign
Agreed or strongly agreed 
with the following 
statements:
Total (%) AB (%) C1 (%) C2 (%) D (%) E (%)
n=469 n=50 n=76 n=141 n=142 n=60
Campaign tackled the most 
common and important family 
planning topics
92.3 94.0 90.8 87.2 96.5 95.0
Campaign corrected my 
misunderstanding of OCP
88.7 76.0 88.2 89.4 92.3 90.0
Informative in terms of OCP 90.4 82.0 88.2 87.9 95.1 95.0
Told me something new about
OCP
87.4 78.0 88.2 84.4 92.3 90.0
Will make people reconsider 
their habits related to family 
planning
92.8 88.0 93.4 90.8 95.1 95.0
The campaign showed that 
modern OCPs are much better 
than the old ones
91.0 86.0 92.1 88.7 94.4 91.7
Mean number of agreed upon 
statements
5.4 5.0 5.4 5.3 5.7 5.6
* Statistically significant differences noted (p<0.05) when using Chi2 test
15 | P a g e
Women who recognized the campaign were asked specify whether they strongly agreed, agreed, 
disagreed or strong disagreed with a series of statements aimed at gaging the effectiveness of the 
campaign (Table 10). Most women (>90%) agreed or strongly agreed that the campaign tackled the most 
common and important FP topics, was informative in terms of OCPs, will make people reconsider their 
FP habits, and showed that modern FP methods are better than old ones. Agreement with the 
statements was generally high, for on average, respondents agreed with 5.4 out of the 6 statements. On 
average, women belonging to SES D and E reported mean agreement scores of 5.7 and 5.6, respectively; 
significantly higher than those belonging to SES A-B who reported a mean agreement score of 5.0.
Comparing unexposed and exposed* respondents 
Table 11: Unprompted knowledge about the benefits of OCP
Knowledge about the benefits of OCP (unprompted) Unexposed Exposed Total
n=331 n=469 n=800
FPPs are safe to use 65.3* 81.2* 74.6
The breastfeeding pill is safe for nursing mothers and their 
babies 25.7* 47.1* 38.3
The breastfeeding pill is effective for birth control 29.0* 35.4* 32.8
FPP pills do not affect the fertility of women 13.9* 27.1* 21.6
FPP prevents Anemia 6.7* 16.2* 12.3
FPP helps get clear skin 4.5* 11.1* 8.4
FPP are more effective than traditional methods 23.0* 29.4 26.8
FPP helps in regulating menstruation 25.1* 40.1* 33.9
Helps protecting women from many diseases such as ovarian 
cancer
9.1* 15.4* 12.8
Spacing of births by three years is healthier for the mother 
and each of her babies 39.3 40.3 39.9
Mean number of benefits mentioned 2.4† 3.4† 3.0
Does not know 16.0* 4.3* 9.1
* Statistically significant differences noted (p<0.05) when using Chi2 test and confirmed through multiple logistic 
regression while controlling for educational attainment, age and SES
† Statistically significant difference in means noted (p<0.05) after regression while controlling for educational 
attainment, age and SES
All respondents were stratified into two groups: Those who recognized the campaign (exposed) and 
those who did not recognize the campaign (unexposed) when prompted. In order to gauge knowledge 
about OCPs, all respondents were asked what they knew about the benefits of OCP (Table 11). On order 
of prevalence, respondents replied that OCPs in general are safe to use (75%), they help regulate 
menstruation (34%), they are more effective than traditional methods (27%), they do not affect the 
fertility of women (22%) and they help protect women from diseases (13%) and anemia (12%). 
Significantly more exposed respondents compared to unexposed respondents mentioned these 
benefits. 
The breastfeeding pills in specific were believed to be safe for nursing mothers and their babies (38%) 
and provided effective birth control (33%). Significantly more exposed than unexposed women 
mentioned the safety of breastfeeding pills. 
16 | P a g e
Women also mentioned that spacing births by three years is beneficial for mother and children’s health 
(40%). This was not significantly associated with exposure to the campaign. 
Significantly fewer exposed women (4%) than unexposed women (16%) did not know any benefits to 
OCP use. On average, women who recognized the campaign mentioned 3.4 benefits to OCP, a 
significantly higher proportion to unexposed women who mentioned 2.4 benefits on average. 
Family planning attitudes
Attitudes toward modern family planning methods were generally positive. The majority (91%) of 
respondents believed that modern FP methods are effective that traditional methods (data now shown). 
Nearly 95% of exposed respondents compared to 86% of unexposed respondents believed that modern 
FP methods are more effective than traditional methods; however, this difference was not statistically 
different (data not shown). 
All respondents were asked to gauge their agreement with a series of statements (see Table 12). 
Agreement was generally high (>85%) and was not associate with exposure to the campaign with 
regards to the use of OCPs for spacing, that spacing births by three years I healthier for mother and child 
and that one should consult a physician about FP methods. Women who recognized the campaign were 
significantly more likely to agree with all other statements listed in Table 12 as compared to women who 
did not recognize the campaign. 
On average, women agreed with 10 out of the 14 statements. The mean number of agreed upon 
statements was significantly higher among exposed women (10.6 statements) as compared to 
unexposed women (9.3) statements. 
Table 12: Prompted attitudes and knowledge about OCP
Unexposed Exposed Total
Agrees or strongly agrees with the following statements: n=331 n=469 n=800
FPPs are safe to use 74.0* 86.1* 81.1
FPPs gives you peace of mind 70.7* 82.5* 77.6
FPP are safe and effective 68.6* 83.6* 77.4
The breastfeeding pill is safe for babies 59.5* 79.5* 71.3
The breastfeeding pill is effective for birth control 61.0* 79.7* 72.0
FPP pills do not affect the fertility of women 60.4* 75.5* 69.3
You can return to fertility after stopping OCPs 66.5* 78.5* 73.5
FPP prevents Anemia 51.1* 58.4* 55.4
FPP are more effective than traditional methods 74.9* 82.7* 79.5
FPP helps in regulating menstruation 73.1* 82.3* 78.5
FPPs can be used to space your children 84.9* 89.3* 87.5
Spacing of births by three years is healthier for the mother 
and each of her babies 91.2 88.7 89.8
You should consult a physician regarding FP methods 92.5 90.8 91.5
Mean number of agreed upon statements 9.3† 10.6† 10.0
* Statistically significant differences noted (p<0.05) when using Chi2 test and confirmed through multiple logistic 
regression while controlling for educational attainment, age and SES
† Statistically significant difference in means noted (p<0.05) after regression while controlling for educational 
attainment, age and SES
17 | P a g e
Modern FP method use 
As shown in Table 13, nearly 63% of respondents reported current use of a FP method, 8% had used on 
in the past, 13% were non-users but intended to use a method and 17% never used a method and do 
not plan on adopting one in the near future. Interestingly, a significantly higher proportion of exposed 
(67%) compared to unexposed (56%) reported that they were currently using a modern FP method. 
Moreover, a significantly higher proportion of unexposed (23%) than exposed (13%) reported that they 
do not plan on using a modern FP method in the future. 
Table 13: FP method use
Use of FP methods Unexposed Exposed Total
n=331 n=469 n=800
Currently using 55.9* 67.2* 62.5
Used to use, but not currently 7.3 7.9 7.6
Not using, but planning to 13.6 11.7 12.5
No, and not planning to in the near future 23.3* 13.2* 17.4
* Statistically significant differences in odds ratios noted (p<0.05) through multiple logistic regression while 
controlling for educational attainment, age and SES
Current family planning method users are most likely to be using the IUD (42%), followed by 
contraceptive pills (21%), withdrawals (21%), and the male condom (11%) (Table 14). Nearly 2% or 
current FP method users rely on LAM or periodic abstinence, 1% use vaginal methods and less than 1% 
of current users rely on the injections, implants, and female sterilization. No significant differences were 
noted in method type use when comparing exposed and unexposed respondents. 
Table 14: Types of family planning methods being used or previously used
Methods currently 
or previously used
Current users Previous Users
Unexposed Exposed Total Unexposed Exposed Total
n=185 n=315 n=500 n=24 n=37 n=61
Contraceptive pills 20.5 21.3 21.0 45.8 46.0 45.9
IUD 41.6 41.6 41.6 45.8 54.1 50.8
Male condom 12.4 9.8 10.8 0.0 10.8 6.6
Injections 0.5 0.0 0.2 4.2 2.7 3.3
Implants 0.5 1.3 1.0 0.0 0.0 0.0
Vaginal 
methods(diaphragm 
/ jelly/ 
tablets/foam)
1.6 1.0 1.2 0.0 0.0 0.0
Female sterilization 
(through surgery) 0.0 1.0 0.6 0.0 0.0 0.0
LAM 1.6 1.9 1.8 0.0 0.0 0.0
The traditional methods 
Withdrawal 20.5 21.0 20.8 8.3 10.8 9.8
Periodic abstinence 1.6 1.9 1.8 0.0 2.7 1.6
As for respondents who were not currently using a FP method but who had used on in the past, nearly 
half had used the IUD, 46% used contraceptive pills, 10% relied on withdrawal, 7% used the male 
18 | P a g e
condom and 3% relied on injections. No significant differences were noted when comparing exposed 
and unexposed respondents with previous and not current FP method use. 
Intention to switch method (current users) 
Current FP method users were asked whether they intended to switch methods in the near future. As 
shown in Table 15, 12% of all current FP method users intend to switch methods. Perhaps 
unsurprisingly, a significantly higher proportion of traditional method users intend to switch (23%) as 
compared to modern method users (9%). Among all current users, slightly more than half intend to 
switch to the IUD, 23% intend to switch to contraceptive pills, and 11% do not know or will consult a 
doctor. The order of preference is maintained when stratifying data across traditional and modern 
method users. 
It is important to note that although the IUD is the most preferred family planning method among 
married Jordanian women of reproductive age, a higher proportion of exposed respondents intends to 
switch to OCPs as compared to unexposed respondents; however, these differences were not 
statistically significant possibly due to the small sample sizes. 
Table 15: Current FP method users’ intention to switch methods
All current users Traditional method users Modern method users
Unexposed Exposed Total Unexposed Exposed Total Unexposed Exposed Total
n=185 n=315 n=500 n=41 n=71 n=113 n=144 n=243 n=387
Intend to 
switch 
methods in 
the near 
future
13.0 12.1 12.4 24.4 22.2 23.0 9.7 9.1 9.3
Intends to 
switch to: n=24 n=38 n=62 n=10 n=16 n=26 n=14 n=22 n=36
Contraceptive 
pills 12.5 29.0 22.6 0.0 25.0 15.4 21.4 31.8 27.8
IUD 66.7 44.7 53.2 80.0 43.8 57.7 57.1 45.5 50.0
Male condom 0.0 7.9 4.8 0.0 6.3 3.9 0.0 9.1 5.6
Implants 8.3 5.4 6.5 10.0 6.3 7.7 7.1 4.6 5.6
Periodic 
abstinence 0.0 2.6 1.6 0.0 0.0 0.0 0.0 4.6 2.8
Do not know, 
will consult a 
doctor
12.5 10.5 11.3 10.0 18.8 15.4 14.3 4.6 8.3
Current pill users 
Respondents who were currently using the OCPs were asked why they chose that method. Nearly one￾fifth replied that the method suited their bodies and had no side effects, 19% cited ease of use, and 12% 
reported that it is comfortable and safe and that they had used it for a long time (Table 16). No 
significant differences were noted when comparing exposed and unexposed respondents. 
19 | P a g e
Nearly 11% of pill-users did not know the brand of the pills they were using (Table 16). The most 
commonly used brand was Microgynon 30 (41%), followed by Yasmin (19%), Marvelon (17%), Balera 
(5%), Gracial (2%) and Neogynon (1%). Nearly 40% of pill-users get their pills from the public sector and 
21% and pharmacies (29%). Wholly one-fifth got their pills from the UNRWA and only 8% relied on the 
private doctor. Exposure to the campaign was not significantly associated with the brand or the source 
from which the women attained it. 
Table 16: OCP use
Reasons for using the pill Unexposed Exposed Total
n=38 n=67 n=105
It’s comfortable and safe and been using it for 
a long time 13.0 12.1 12.4
Cannot use another method due to C-section 
with last birth 5.3 3.0 3.8
Suits her body and has no side effects 23.7 20.9 21.9
It’s easy to use 26.3 14.9 19.1
It’s better than other methods 2.6 4.5 3.8
Pills regular menstruation / protect against 
anemia 7.9 3.0 4.8
The doctor at the health center advised me 5.3 10.5 8.6
Brands used
Microgynon 30 47.4 37.3 41.0
Yasmin 26.3 14.9 19.1
Marvelon 10.5 20.9 17.1
Belara 0.0 7.5 4.8
Gracial 2.6 1.5 1.9
Neogynon 0.0 1.5 1.0
Other 2.6 4.5 3.8
Does not know 10.5 10.5 10.5
Source of pills
Public sector / MoH 39.5 38.8 39.1
UNRWA 21.1 13.4 16.2
JAFPP 2.6 3.0 2.9
Pharmacy 29.0 38.8 35.2
Private doctor 7.9 4.5 5.7
Other 0.0 4.5 2.9
Non-users – methods they intend to use in the future 
Women who were not currently using a FP method were asked whether they intended to use a method 
in the future. Interestingly, nearly 35% of non-users who had been exposed to the campaign intended to 
use contraceptive pills as compared to only 16% of those who were unexposed to the campaign. No 
significant differences between exposed and unexposed non-users’ intentions were noted with regards 
to other methods. Unsurprisingly, the IUD remained as the most preferred method among women; 
however, this preference was 44% among unexposed non-users as compared to 36% among exposed 
users. Roughly 16% of women were unsure of which method they would like to use. 
20 | P a g e
Table 17: Non users’ intentions to use FP methods in the future
Methods those who do not currently use FP 
methods intend to use in the future
Unexposed Exposed Total
n=45 n=55 n=100
Contraceptive pills 15.6* 34.6* 26.0
IUD 44.4 36.4 40.0
Male condom 6.7 1.8 4.0
Injections 4.4 0.0 2.0
Traditional methods † 8.9 7.3 8.0
Does not know 17.8 14.6 16.0
* Statistically significant differences in odds ratios noted (p<0.05) through multiple logistic regression while 
controlling for educational attainment, age and SES
†Traditional methods: Withdrawal, periodic abstinence, LAM
Dose-effect of the campaign on knowledge and attitudes and intentions to use 
modern FP methods 
Respondents were categorized according to their level of exposure to the campaign such that they were 
assigned into four groups: Unexposed, exposed to the campaign through one mode, exposed to the 
campaign through two messages, exposed to the campaign through 3-4 messages. Messages include 
either of the two campaigns, leaflets and newspaper ads. Nearly 41% of respondents were unexposed, 
36% recalled one message, 15% recalled two messages and 8% recalled 3-4 messages (data not shown). 
As can be seen in Table 17, there is a clear dose effect when examining the mean number of positive 
associations to OCPs among all respondents when unprompted. On average, those without exposure 
mentioned 2.4 benefits while those with 1, 2 or 3-4 message recollections mentioned a mean of 3.1, 3.3 
and 5.1 benefits, respectively. Logistic linear regression while controlling for potential confounders 
revealed that the mean number of benefits increases by 0.715 degrees with each increasing level of 
exposure. 
Current family planning use also increases positively with increasing exposure to the campaign. As 
shown in Table 17, the proportion of respondents who reported current use of FP methods increased 
steadily from 56% among unexposed respondents to 73% among those exposed to 3-4 messages. This 
was confirmed through logistic regression while controlling for potential confounders, revealing that the 
odds of being a current family planning user are 1.3 times higher with each increasing increment of 
exposure to the campaign. Moreover, the proportion of those who were non users and who do not 
intend to use any FP methods was significantly higher among unexposed respondents (23%) as 
compared to those who were exposed to 1, 2, or 3-4 messages (15%, 14%, 3.2%, respectively). This was 
also confirmed through logistic regression while controlling for potential confounders, revealing that the 
odds of being a non-user with no intention of future use decrease by 40% with each increasing 
increment of exposure to the campaign. 
As for non-users’ intentions to use OCPs in the future, the extent of exposure did not reveal a positive 
trend. The small sample size of non-users could contribute to the inability to detect a trend. 
21 | P a g e
Table 17: Non users’ intentions to use FP methods in the future Regression Analysis
Unexposed 1 message 2 messages 3-4 messages Linear Logistic
n=331 n=285 n=122 n=62 n=800 n=800
Mean number of 
benefits associated 
with OCPs￾unprompted 
(Statements in Table 
11)*
2.4 3.1 3.3 5.1 0.715* N/A
% currently using any 
FP methods 55.9 66.3 66.4 72.6 N/A =0.233*
OR 1.3
% not currently using 
any FP methods and 
not planning to in the 
near future
23.3 15.1 13.9 3.2 N/A =-0.505*
OR 0.6
n=45 n=33 n=12 n=10 n=100 n=100
% of non-users who 
intend to use OCPs in 
the future
15.6 36.4 33.3 30.0 N/A =0.377
OR 1.5
Statistically significant differences in means when comparing all groups except for messages 1 and 2 noted (p<0.05) 
through ANOVA and t-test w/ Bonferroni adjusted . Statistically significant differences in proportions (p<0.05) 
detected through Chi2 test
*Coefficient for exposure dose statistically significant (p<0.05) through multiple linear or logistic regression while 
controlling for educational attainment, age and SES
OR Odds Ratio
N/A not applicable
†Traditional methods: Withdrawal, periodic abstinence, LAM
Service statistics 
The Strengthening Family Planning project monitors sales of OCPs in both the private and public sector. 
The most recent Jordan Population and Family Health Survey (2012) showed that 48% of women who 
use the OCPs received them from the public sector (MOH and Royal Medical Services) and 52% received 
them from the private sector. Within the private sector, 67% of sales take place at the pharmacies and 
27% through UNRWA clinics. The Strengthening FP project attains a national estimate of OCP pharmacy 
sales from IMS on a monthly basis and it attains a quarterly report of OCP distribution through the MOH, 
UNRWA, RMS, universities and other NGOs on a quarterly basis. Figure 1 shows CYP for OCPs 
(conversion factor 15) from pharmacies and the public/NGO sector. On average, the CYP calculated by 
from the distribution of free OCPs through the public sector and through other NGOs increased by 198 
with each increasing 3 month time-interval. While a positive trend was noted in pharmaceutical sales, 
this trend was not statistically significant. 
22 | P a g e
Community health workers 
Table 18: Reported visits relating to FP counseling by community health workers 
Reception of visits by community health workers (CHWs)
Ever been visited by CHWs about FP methods
Total (%) n=800 44.9
Age
18-24 (%) n=265 36.6
25-34 (%) n=281 49.8
35-44 (%) n=182 52.8
45-49 (%) n=72 36.1
Education
Intermediate or lower (%) n=205 51.7
Some secondary (%) n=164 50.0
Completed secondary (%) n=328 46.0
Completed university or higher (%) n=103 19.4
Socio economic status (SES)
AB (%) n=75 16.0
C1 (%) n=150 36.7
C2 (%) n=233 45.5
D (%) n=241 52.7
E (%) n=101 58.4
Exposure to the OCP campaign
Unexposed n=331 40.8
Exposed n=469 47.8
Statistically significant differences noted (p<0.05) when using Chi2 test
y = 186.96x + 5691.9
y = 198.13x + 9450.6
0
2000
4000
6000
8000
10000
12000
14000
Jan-Mar
'11
Apr-Jun
'11
Jul-Sep
'11
Oct-Dec
'11
Jan-Mar
'12
Apr-Jun
'12
Jul-Sep
'12
Oct-Dec
'12
Jan-Mar
'13
Apr-Jun
'13
CYP
Figure 1: CYP from OCPs - Nationally
Pharmacies Public & NGO
Wave 1: Wave 2: 
Feb-May '12
Wave 3: 
Sep '12 - Apr '13
*
23 | P a g e
Ta’ziz dedicates a great amount of effort for its outreach program. Community health workers (CHWs) 
visit women in their houses and provide them with FP counseling, referrals and vouchers for free 
services for those who require financial assistance. As shown in Table 18, nearly 45% of all respondents 
reported that they had been visited by a CHW who spoke to them about family planning methods. A 
significantly higher proportion of women aged 25-44 years were reported being visited as compared to 
younger (18-24 year old) and older (45-49 year old) women of reproductive age. Educational attainment 
was significantly negatively associated with having received a visit from a CHW (nearly half for those 
with some secondary or lower and 19% for those who completed university or higher). Unsurprisingly, 
the higher SES class, the lower the proportion that were visited by a CHW. Thus, it is evident that CHWs 
target lower SES women with lower educational attainment in their prime years of conception. Exposure 
to the campaign was not significantly associated with a CHW visit. 
Table 19: Unprompted self-reported changes in knowledge or actions due to CHW visits
Total (%) ABC1 (%) C2 (%) D (%) E (%)
n=359 n=67 n=106 n=127 n=59
The visit corrected my misunderstanding of OCP 37.9 40.3 38.7 40.2 28.8
Informative in terms of OCP 41.0 47.8 41.5 44.1 25.4
Told me something new about OCP 24.5 23.9 17.0 34.7 17.0
Made me reconsider my habits related to family 
planning 16.4 6.0 14.2 24.4 15.3
Helped me decide to start using modern FP method 10.6 9.0 7.6 7.9 23.7
The CHW convinced me that modern FP methods are 
much better than the traditional ones 20.1 16.4 20.8 19.7 23.7
I enjoyed the CHW visit 34.0 31.4 33.0 33.9 39.0
The CHW was good at her Job 35.9 25.4 34.0 38.6 45.8
The visit was very useful 29.5 17.9 31.1 29.1 40.7
I did not enjoy the visit 2.0 0.0 0.9 1.6 6.8
The visit did not provide me with any useful 
information (or influenced me) 4.5 7.5 3.8 3.2 5.1
The visit did not make me change my habits regarding 
family planning 6.7 7.5 3.8 8.7 6.8
Other 4.5 3.0 8.5 3.2 1.7
Mean number of positive responses 2.5 2.2 2.4 2.7 2.6
Mean number of negative responses 0.1 0.5 0.1 0.1 0.2
Statistically significant differences noted (p<0.05) when using Chi2 test
Of the women who had ever received a visit form a CHW, 88% were visited a few months ago, 11% were 
visited during the previous month and 1% of the women were visited during the week of the interview 
(data not shown). Women reported having benefited from the visits. As shown in Table 19, 41% of 
women who were visited by a CHW reported that the visit was informative about OCPs and 38% 
reported that the CHW corrected misunderstandings relating to OCP. 
Women who took up a FP method because of the CHW’s visit were asked which methods they chose. 
Out of 38 women, 37% chose OCPs, 47% chose the IUD and 16% chose condoms (data not shown). 
Women were asked about the affiliation of the CHWs who visited them. Of the 359 women who were 
24 | P a g e
visited by a CHW, nearly 69% did not know the affiliation of the CHW who visited them. Of the 
remaining, 13% said that the CHW was from the MOH (though the MOH does not have a community 
outreach program in the areas surveyed ), 11% from the JAFPP, 10% from the Ta’ziz outreach program, 
1% from UNRWA and 1.5% mentioned other affiliations (data not shown). 
Information to support future campaigns 
All respondents who were ever users or non-users who intend to use FP methods were asked to identify 
individuals who influence the woman’s decision to use FP methods. A great majority of women (82%) 
reported that they were the main influencers on the decision to use FP methods, followed by 53% who 
reported the husband, 5% who reported the doctor, and 3% who said that their mothers were 
influencers. Interestingly, and perhaps contrary to general stereotypes, the strongest support of a 
woman’s use of FP methods was the husband (61%), followed by the mother (14%). The mother in law 
was only mentioned as a supporter among 6% of respondents while she was mentioned as the 
opponent by 3% of women. The husband was mentioned as an opponent by only 3% of the women, 
again showing that husbands are not the negative influence they are sometimes thought to be in Jordan. 
Table 20: Supporters and opponents of FP use
Respondent-reported influencers on 
her decision regarding using a FP 
method
Supporters of her FP 
use (among those close 
to her)
Opponents of her FP 
use (among those close 
to her)
n=661 n=661 n=661
She/herself 81.5 n/a n/a
Her husband 53.0 61.2 2.7
Her mother 3.2 13.9 1.1
Her mother-in-law 1.2 5.6 3.2
Her sister 0.8 4.5 0.2
Her neighbor 0.5 0.8 0.0
Her friend 0.2 1.1 1.2
Her doctor 4.5 n/a n/a
Media campaigns 0.5 n/a n/a
Others 0.2 0.3 0.9
Conclusions 
 Exposure to the third wave of the OCP campaign was moderately high at 59% among all 
respondents who were prompted with images of the two TV spots, leaflets and press clippings. 
Prompted recall was significantly higher among women aged 25 years and older as compared to 
those aged 18-24 years and did not vary significantly across educational attainment levels and 
socioeconomic status (SES). 
 The most recalled components of the campaign were the TV advertising for COCs and POPs, 
with 62% and 41% of respondents recalling them when prompted, respectively. Recall was 
lower for leaflets (26%) and newspaper clippings (18%). 
 Television was the highest source of exposure to any FP messages at 84%, followed by leaflets 
and brochures (25%) and the radio (9%). Television was the greatest source among 93% of 
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women aged 35-44 years and among those belonging to SES C1 and C2. Leaflets and brochures 
were the greatest source of exposure among those aged 18-24 years. Radio was the greatest 
source of exposure among those with higher education (19%) and those belonging to SES AB 
and C1 (26% and 14% respectively). 
 Jordan TV allows for even reach across all SES strata while Ro’ya TV reaches those in higher SES. 
 The most recalled campaign messages without prompting related to images of the campaign 
itself (21%) with a description of a woman going alone or with others to the doctor about FP 
(21%) leading the way. Others recalled the campaign was about FP or the benefits of FP in 
general (17%). Nearly 8% recalled the key message that OCPs are safe and that they have 
benefits. 
 When prompted, 91% recalled the slogan “family planning pills give you peace of mind”, 
showing that the slogan was effective. “Family planning pills are safe and effective” was recalled 
by 80%, followed by the call to action to consult a doctor regarding a FP method (56%) and to 
use family planning pills to space children (53%). Lower SES respondents were more likely to 
recall some of the messages compared to higher SES respondents. 
 Overall likability of the campaign was very high, with 96% of respondents expressing that they 
liked it very much (77%) or liked it a little (19%). Likeability was high across all SES levels 
reflecting that it was relatable to all of society’s strata. 
 93% of respondents wanted to keep watching or listening to the campaign when they first heard 
or saw it. A significantly higher proportion lower SES respondent reported such an interest 
compared to higher SES. Moreover, those with lower SES had more a positive attitude towards 
the campaign. Satisfaction was generally high with over 85% of respondents agreeing with six 
positive statements relating to the campaign. 
 The campaign was impactful 
o Exposed respondents, compared to unexposed respondents, while comparing for 
potential confounders, were: 
 more likely to know benefits about OCPs without prompting and were less likely 
to state that they did not know about OCPs; 
 more likely to agree with positive statements about OCPs and FP in general; 
 more likely to be current users of FP methods and less likely to be non-users 
who do not intend to use FP methods in the future; and 
 twice as likely to express an intention to use OCPs in the future (among non￾users) 
o A dose-effect was observed and confirmed through regressions controlling for potential 
confounders: 
 The mean number of mentioned benefits associated with OCPs was significantly 
higher with each increasing increment of exposure to the campaign 
 The odds of being a current FP user were 1.3 times higher with each increasing 
increment of exposure to the campaign 
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 The odds of not currently using any FP method and not planning to in the near 
the future decreased by 40% with each increasing increment of exposure to the 
campaign 
o National CYP due to OCP distribution increased significantly over the time-period of the 
campaign when examining the public/NGO sector. A similar trend was noted through 
pharmacy sales estimates. 
 Community health workers (CHWs) continue to be an important part of FP promotion among 
women of lower SES, with nearly half of women reported ever being visited by a community 
health worker for FP counseling. Of those, 10% reported that they were visited by the Ta’ziz 
outreach program specifically, however over two-thirds did not know the affiliation of the 
CHWs, which means that the 10% estimate probably under-reports the true reach of the Ta’ziz 
outreach program.
 A great majority of women (82%) reported that they were the main influencers on the decision 
to use FP methods, followed by 53% who reported the husband, 5% who reported the doctor, 
and 3% who said that their mothers were influencers. Interestingly, and perhaps contrary to 
general stereotypes, the strongest support of a woman’s use of FP methods was the husband 
(61%), followed by the mother (14%). 
Recommendations 
Method-specific campaigns are an effective way to reach a large proportion of the population in an 
impactful way. It is recommended to continue such long, multi-waved campaigns especially when the 
campaign is designed to be relatable to all Jordanian irrespective of their SES. 
Media plans should continue to focus on television; however it is evident that brochures and leaflets are 
also an effective way to reach women. 
Some of the benefits of OCPs, which were only printed out in the text of brochures, leaflets and 
newspaper ads should be emphasized in future mass media television spots because less than 50% of 
respondents recalled those messages. 
It is evident that the campaign impacted individuals’ knowledge, attitudes and intentions towards OCPs 
and that the level of exposure significantly affected the extent of such positive effects. Moreover, the 
campaign likely contributed significantly in the observed increase in CYP measures due to OCP 
distribution and sales nationally. 
CHWs should be a key factor in future campaigns due to their demonstrated high reach to lower SES 
women. 
Future campaigns should consider relaying messages directly to husbands, not because they are 
opponents of FP, but because they are proponents and supporters of FP.