The Effects of a Communication Program on Contraceptive Ideation and Use Among Young Women in Northern Nigeria

Authors

  • Stella Babalola,

    1. Senior Program Evaluation Officer/ Assistant Professor, Center for Communication Programs, Bloomberg School of Public Health, Johns Hopkins University, 111 Market Place, Baltimore, MD 21202. E-mail: sbabalol@jhuccp.org.
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  • Lisa Folda,

    1. Program Officer, Center for Communication Programs, Bloomberg School of Public Health, Johns Hopkins University, 111 Market Place, Baltimore, MD 21202.
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  • Hadiza Babayaro

    1. Senior Program Officer, Center for Communication Programs/Ku Saurara Project, Kano, Nigeria.
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Abstract

This study assesses the effects of a communication campaign designed to encourage young people in northern Nigeria to use modern family planning methods to avoid unwanted pregnancies. The analyses are based on a sample of 819 sexually experienced women. Using multivariate probit regression, we attempt to correct for possible endogeneity among campaign exposure, contraceptive ideation, and contraceptive use. Our analysis reveals that the direct effect of campaign exposure on the probability of contraceptive use is only marginally significant, but the effect of exposure on contraceptive ideation is robust, as is the effect of contraceptive ideation on contraceptive use. The findings demonstrate not only the success of the program but also the relevance of incorporating ideation into analytic models assessing the effects of communication campaigns.

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