A deep dive into the culture and psychology of the demographic was done to study how we can promote long-term behavioral change for the region. This included insight gathering from online market data, the use of AI-assisted qualitative and analytical research, and developing relevant focus group stimulus. Once a broad understanding of the local market context and insights/drivers/barriers were set, several territory inspiration were used as springboards for the concept ideation.

An overarching campaign concept was developed, and rolled out across multiple channels, including TV, Radio, Print, Brochures and social content. UNFPA TL launched Family Planning as a brand to push its agenda for a long-term change that is badly needed in this developing country. Old school, conventional solutions that are scalable were presented to start with the phase one of the behavioral change campaign.

Sub-messages were also requested by the client, so the overarching message that family planning is a shared responsibility was translated into four phases which highlighted the different benefits and pushed the agenda of other LGUs. Maternal health, nutrition, women’s wellbeing, and gender-based violence were all touched on as secondary message pillars.

Increasing the timing between children directly impacts the family’s wellbeing, as it improves the health of children and their mother.

• Better birth spacing is the key to delivering multiple benefits to children, mothers and families. Raising the focus on this will help deliver across multiple factors.
• It is a clear, singular message. It provides a way to then explain the multiple benefits of birth-spacing throughout the campaign.
• Simple and easy to understand
• Memorable – provides powerful and simple visual and verbal ‘hooks’ that will help embed the campaign with audiences.