Evaluation of the Reach and Effect of the IUD Social Marketing Campaign, Wave 2

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The USAID Strengthening Family Planning (Ta’ziz) project aims to expand the availability, quality, and use of family planning (FP) services. One of the means of increasing demand is through multichannel method-specific campaigns. From June 2013, through June 2014, Ta’ziz implemented three waves of a multichannel campaign promoting the intrauterine device (IUD). The key promise of the IUD campaign is that the IUD is a safe, effective (close to 100 percent), reliable, and reversible contraceptive method for FP (spacing or limiting births). The first wave of the campaign was launched in June 2013 and lasted five weeks1 . A second wave of the campaign was launched in November, 2013, and was active through the end of February, 2014. This report presents findings from a survey that was conducted during March, 2014, after the second wave of the campaign. A third wave was launched in May 2014.


Ta’ziz conducted a cross-sectional post-campaign non-probabilistic survey of married women of reproductive age, in the governorates of Amman, Irbid, and Zarqa from March 11 to March 20, 2014. Nielsen Company collected the data. Out of 1,867 attempted interviews, a total of 800 successful interviews were conducted. The primary reasons for not completing the survey were: not receiving an answer at the door after three attempts (24 percent); ineligibility due to nationality (16 percent); ineligibility due to age (15 percent); and refusals (12 percent).

Data were collected and 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 12. Statistical significance was determined through chi-squared tests, ANOVA, and Student’s t-test; multivariate logistic and linear regressions were used to control for potential confounders.

Ta’ziz also analyzed national service statistics from the Ministry of Health to examine trends over time in “couple years of protection” (CYP) attributed to the IUD.

Key findings

Campaign reach

  • Recall of the campaign after the second wave was moderately high: 65 percent of married women of reproductive age recognized campaign materials after prompting with a visual aid.
  • Exposure to the campaign was not associated with socioeconomic status or educational attainment levels, indicating that the campaign was equally successful at reaching all strata of Jordan’s society in the three examined governorates.
  • Television was by far the most common source among those who recalled the campaign, followed by leaflets and brochures. Among those who recognized the campaign on television, most recognized it from Jordan TV, followed by Ro’ya TV. Materials distributed at clinics and pharmacies were also a significant source of exposure.