Angoori tv drama messages viewer feedback march 16 2011
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Angoori TV Drama Messages & Viewer Feedback March 16, 2011 PowerPoint PPT Presentation


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Angoori TV Drama Messages & Viewer Feedback March 16, 2011. Situation in Pakistan. Pakistan Demographic Health Surveys 2008. High unmet need for FP 25% of couples who want to use FP are not Low contraceptive prevalence

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Angoori TV Drama Messages & Viewer Feedback March 16, 2011

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Angoori tv drama messages viewer feedback march 16 2011

Angoori TV DramaMessages & Viewer FeedbackMarch 16, 2011


Situation in pakistan

Situation in Pakistan

Pakistan Demographic Health Surveys 2008

High unmet need for FP

  • 25% of couples who want to use FP are not

    Low contraceptive prevalence

  • Pakistan has not been able to achieve 30% CPR after decades of FP programming

    Unacceptably high maternal and child mortality

  • MMR = 276 per 100,000 women

  • IMR = 65 children per 1,000


Angoori tv drama series

Angoori TV Drama Series

Funded by

14-episode TV drama addressing FP/RH issues in Pakistan

Aired May – August 2010 nationally


Angoori tv drama messages viewer feedback march 16 2011

Goal

  • Improve FP knowledge, attitudes and

    spousal & familial communication

  • Motivate use of contraception and desire for

    small family size

    Messages

  • Seek FP information

  • Communicate with spouse and family about

    FP approaches

  • Make informed choice about appropriate

    contraceptive method that meets life stage need

    of each couple

  • Motivate families & couple to educate daughters


Series synopsis

Series synopsis

  • In a fictional village called Angoori, a

    prominent family is headed by Bibi Gul

    who rules with an iron fist and believes a

    woman’s role is to bear sons.

  • A young 3rd wife of Bibi Gul’s husband bears only daughters. The young wife, believing girls should be educated, smuggles one daughter off to university but Bibi Gul tricks the girl to return to Angoori, then marries her off to an uneducated cousin.

  • The girl slowly brings about change in her husband and the couple becomes a role model in Angoori. The new couple bear a daughter to the husband’s delight, and then adopt family planning.

  • Angoori becomes a place where daughters are valued, and men take responsibility for the health of their wives and children.


Feedback

Feedback

Educate women

Women have rights

Sons & daughters are both blessings from God

Benefits of FP

Data from 100 women & men surveyed; in-depth interviews & focus groups

  • Comprehension, likeability & relevance

    • Among those who were exposed to the drama,

      • 92% liked the drama

      • 90% liked the drama better than other TV shows

      • 64% found the language easy to understand

      • 94% indicated the story reflected real life and was easily relatable

  • Messages most recalled


Angoori tv drama messages viewer feedback march 16 2011

Data from 100 women & men surveyed; in-depth interviews & focus groups

Attitudes of those who watched the drama

* Demonstrates that FP can be adopted in Islamic communities


Angoori tv drama messages viewer feedback march 16 2011

Data from 100 women & men surveyed; in-depth interviews & focus groups

“With FP, one can lead a more beautiful life with more time to invest in well being of children before having the next. In these times of unemployment and high prices, fewer children are less economic stress, and better quality of life and needs of children . . . can be optimally fulfilled.”

Men from focus group in ChoorChowk

Actions

  • 80% did not seek information about FP

    • Majority felt they had enough information already

  • 33% talked with others about FP

  • 20% took or planned action for betterment of females

    • 97% increased overall care and attention to girls

      TV drama as effective behavior change medium

  • 97% felt TV dramas can motivate communities to change behaviors towards women


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