Phase 2

In March 2014, a second design workshop was held to review progress on the national campaign, and develop and pre-test new radio spots, TV spot storyboards, and radio segments to refresh the campaign. While Phase I focused largely on benefits, Phase II was meant to openly and honestly address barriers to family planning, including fears, myths and misconceptions, and cultural beliefs.

This phase of the campaign launched in October of 2014, with regional re-launches taking place in five regions.

Phase 2 included:

  • Refreshed radio spotsSix new, 60-second radio spots portrayed scenarios that humorously or dramatically address barriers to FP, such as fear of side effects, concerns about return to fertility, and the belief that young people shouldn't use FP. The new spots aired on four national and ten regional radio stations from October-December 2014. Spots aired again in September 2015 in support of the next phase of Green Star regional re-launches, and they were broadcast on four national and 14 regional radio stations. All radio spots referred users to the m4RH SMS platform for more nformation at the end. 
  • TV Spots: Two, 60-second TV spots went on air on three TV stations in September 2015. They model a hesitant husband, Mwandiga, eventually going to FP services with his wife, and Mama Safi alleviating her friend Mama Ndimu’s fears about side effects of family planning.
  • The Mobile for Reproductive Health (m4RH) SMS system added a youth component to this system that included information specifically tailored for youth.
  • Regional Re-launches: 5 more regional re-launches were carried out in Phase II. They included Tabora and Kigoma in December 2014, and Katavi, Singida, and Dar es Salaam in September 2015.

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