Formative Study To Understand The Barriers Of Acceptance Of Sterilization (A)

This 3-page Executive Summary describes a study carried out in India by the Centre for Media Studies (CMS), at the request of State Innovations in Family Planning Services Agency (SIFPSA), which evaluates the barriers of acceptance of sterilisation and a subsequent communication campaign based on the findings. This study also looks at the myths and misconceptions of sterilisation occurring in the community.

Among the individuals who were skeptical about the idea of sterilisation, the chances of convincing them to get sterilised were low based on myths and misconceptions about "post operative weaknesses." The report indicates that one need for the communication campaign is to illustrate examples of "successful" operations dispelling the notion of post-operation pain, weaknesses or weight gain.

The use of pre-testing creative messages were developed for a campaign on sterilisation in Uttar Pradesh, December 2003, where male sterilisation is described as "an alien concept" based on a lack of awareness about the issue.

A total of six radio spots, six television spots, six posters and five wall paintings (apart from 2
colour options) were tested among 320-340 respondents. In order to reach illiterate community members, the study pointed to the need for more images in the posters and wall paintings. Several suggestions for changes to the existing image included instead of "pulling water from the well" images of "carrying fuel wood" or "working on fodder cutting machine." One study result indicated a need for developing different strategies that could help convince other groups of the benefits of sterilisation, like the Muslim community.

Please contact Ms. P N Vasanti: pnvasanti@cmsindia.org for the 3-page Executive Summary.