Evaluation of the Reach and Effect of the IUD Social Marketing Campaign, Wave 1

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The key promise of the national IUD social marketing campaign is that the IUD is a safe, effective (close to 100%) reliable and reversible long-acting contraceptive method for family planning (spacing or limiting). The campaign conveys five key messages; however, this report examines the effectiveness of the campaign with relation to the first three messages (safety, long-term effectiveness, and reversibility).

The first wave of the campaign was launched in early June 2013 and lasted 5 weeks.


The Pan Arab Research Center (PARC) conducts an omnibus survey regularly. PARC conducts its omnibus survey in the greater Amman municipality through face-to-face household interviews with individuals aged 15 to 64 years in proportion to the national age distribution. Fieldwork was conducted from October 7 through October 16, 2013 – three months after the campaign wave ended – to produce a sample of 400 men and 400 women. A Kish grid was used to select an individual when more than one eligible individual were identified within one household.

The surveying team approached 1,447 households in order to attain a sample of 800. The refusal rate was 18%.

The survey instrument included questions about the respondents’ demographic characteristics as well as questions related to exposure to the IUD campaign, respondents’ interpretation and understanding of the relayed messages, and respondents’ attitudes relating to the IUD in specific.

Key Findings

  • Twenty-nine percent of respondents recalled the campaign. This moderately low proportion of recall could be related to the fact that the survey was conducted over three months after the first wave of the IUD campaign.
    • It is worth noting that 43% of married women of reproductive age recalled the campaign, indicating that the campaign reached its targeted audience and resonated with it.
  • Campaign recall was highest among respondents aged 25-34 years and 25-44 years (35% and 34%, respectively), among married respondents (31%), and among those with secondary education or lower. Recall was also highest among the unemployed, most of who are women, and those whose household incomes range from 351-700JDs. Recall was lower among those with higher income ranges.