Media Mix and Contraceptive Behavior of Sexually Active Nigerians

Abstract

Data from a Nigerian study of 892 sexually active Nigerians out of a total sample size of 1,500 were used to assess the impact of media mix on the knowledge of, attitudes about and practice of family planning. Bivariate and multivariate analyses were conducted to examine the relationships between specific media, program interventions and contraceptive use. The findings show that the greater the exposure to mass media, irrespective of the socioeconomic status of the respondents, the more likely they are to be using contraceptives, and to have taken some steps towards contraceptive behavior change, such as discussions of family planning with partner and visits to a family planning clinic. It is also shown that specific media such as newspapers, family planning logos, television and posters are likely to influence contraceptive use. A media mix creates a more conducive environment that tends to make family planning a social norm. Reproductive health care may be promoted by using a mix of media sources, while taking specific cultural milieu into consideration.