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Breakthrough ACTION Liberia: Baseline Report for Adolescents

Breakthrough ACTION is a global project funded by the United States Agency for International Development (USAID) to lead social and behavior change (SBC) programs around the world. The project ignites collective action and encourages people to adopt healthier behaviors. This work harnesses the demonstrated power of communication and integrates innovative approaches from marketing science, behavioral economics, and human-centered design.

In Liberia, Breakthrough ACTION supports the increased adoption of health behaviors among individuals, families, and communities. The Breakthrough ACTION Liberia project uses an integrated health approach to promote a full suite of healthy behaviors across the areas of malaria; reproductive, maternal, newborn, child, and adolescent health (RMNCAH); family planning (FP); nutrition; zoonotic diseases; and water, sanitation, and hygiene (WASH)—all areas that have been identified as priority areas by the Liberian Ministry of Health and USAID.

This report focuses on female youth who are married/in a union and on single male and female youth. Youth refers to participants who are 15- to 19-years-old. It defines baseline levels of the priority health behaviors along with intermediate outcomes that offer the potential to affect the priority behaviors in one or more health areas, including malaria, RMNCAH, WASH, zoonotic diseases, nutrition, COVID-19, and the Global Health Security Agenda. The intermediate outcomes include couple communication, decision-making, knowledge, attitudes, and perceived norms around the priority behaviors, and patient-provider interaction experiences. In addition, the report captures the recall of Breakthrough ACTION Liberia program-related messages and describes how various demographic, psychosocial, cultural, and relational factors are associated with priority health behaviors. There are two other reports that also discuss findings gathered from the baseline study– one with baseline findings from adult men and women in Liberia and one specifically focused on family planning baseline findings for adult men and women in Liberia.

Source: Johns Hopkins Center for Communication Programs

Date of Publication: January 17, 2023

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Breakthrough ACTION Liberia Baseline Report: FP and LARCs Report

Breakthrough ACTION is a global project funded by the United States Agency for International Development (USAID) to lead social and behavior change (SBC) programs around the world. The project ignites collective action and encourages people to adopt healthier behaviors. This work harnesses the demonstrated power of communication and integrates innovative approaches from marketing science, behavioral economics, and human-centered design.

In Liberia, Breakthrough ACTION supports the increased adoption of health behaviors among individuals, families, and communities. The Breakthrough ACTION Liberia project uses an integrated health approach to promote a full suite of healthy behaviors across the areas of malaria; reproductive, maternal, newborn, child, and adolescent health (RMNCAH); family planning (FP); nutrition; zoonotic diseases; and water, sanitation, and hygiene (WASH)—all areas that have been identified as priority areas by the Liberian Ministry of Health and USAID.

This report describes the baseline study conducted by Breakthrough ACTION Liberia on family planning (FP) and long-acting reversible contraceptive (LARC) use. The objectives of this report are as follows:

  • To identify key determinants of modern FP and LARC use
  • To set benchmarks for evaluation of impact
  • To assess the roles of gender equitable norms, social norms, couple communication in the adoption of FP behaviors
  • To identify selected audiences for FP promotion

Source: Johns Hopkins Center for Communication Programs

Date of Publication: January 17, 2023

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Breakthrough ACTION Liberia: Baseline Report for Women and Men

Breakthrough ACTION is a global project funded by the United States Agency for International Development (USAID) to lead social and behavior change (SBC) programs around the world. The project ignites collective action and encourages people to adopt healthier behaviors. This work harnesses the demonstrated power of communication and integrates innovative approaches from marketing science, behavioral economics, and human-centered design.

In Liberia, Breakthrough ACTION supports the increased adoption of health behaviors among individuals, families, and communities. The Breakthrough ACTION Liberia project uses an integrated health approach to promote a full suite of healthy behaviors across the areas of malaria; reproductive, maternal, newborn, child, and adolescent health (RMNCAH); family planning (FP); nutrition; zoonotic diseases; and water, sanitation, and hygiene (WASH)—all areas that have been identified as priority areas by the Liberian Ministry of Health and USAID.

To assess relevant baseline indicators and inform the SBC strategy across several health areas and audiences, Breakthrough ACTION Liberia conducted a household survey among men and women of reproductive age in three counties between September and October 2021. The baseline survey was cross-sectional and had the following objectives:

  • Identify key determinants of health behaviors in the areas of maternal health, maternal and child nutrition, malaria, COVID-19
  • Set benchmarks for impact assessment of the integrated SBC Breakthrough ACTION Liberia program
  • Assess the roles of gender-equitable norms, social norms, couple communication, and decision-making in the adoption of health behaviors
  • Inform an SBC strategy across several health areas and audiences
  • Establish baseline measures to assess the effects of project activities

This report focuses on partnered women and men of reproductive age. We baseline the levels of priority health behaviors along with intermediate outcomes that offer the potential to affect priority behaviors in one or more health areas, including malaria, RMNCAH, WASH, zoonotic diseases, nutrition, COVID-19, and Global Health Security Agenda (GHSA). The intermediate outcomes include couple communication, decision-making, knowledge, attitudes, perceived norms around priority behaviors, and patient-provider interaction experiences. In addition, the report captures recall of Breakthrough ACTION Liberia program-related messages and describes how various demographic, psychosocial, cultural, and relational factors are associated with priority health behaviors.

Source: Johns Hopkins Center for Communication Programs

Date of Publication: January 17, 2023

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More Communication for Health Ethiopia Resources

Mid-Term Evaluation of The Communication for Health Project in Ethiopia

This mid-term evaluation aimed at reviewing the relevance and effectiveness of Communication for Health to inform programmatic goals for the project and to redesign strategies for the remainder of the project. This report summarizes the results from the mid-term evaluation of the intervention conducted by ICOS Consulting PLC from March to July 2019.

Source: Communication for Health Ethiopia

Date of Publication: October 16, 2020

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Baseline Study Findings: A Brief Overview

This report of a study conducted in Ethiopia as part of the Communication for Health program, contains findings from a cross sectional survey covering six health areas that identified key behavioral determinants including three gateway behaviors (Early ANC, Family Health Guide & Hand washing Station), and Gender. The report provides estimates of health services uptake and health behaviors by rural women in Ethiopia

Key results were:

  • Significant regional variation was found across multiple health behaviors
  • Three gateway behaviors, defined as a behavior that can lead to the adoption of several healthy behaviors in the life cycle, were identified for immediate SBCC programming focus:
    1. Early antenatal care (ANC) registration (<12 weeks)
    2. Having a family health guide (FHG)
    3. Having a proper hand washing station
  • Gender was a cross-cutting issue across all six health areas with the norms related to gender inequality adversely impacting several health behaviors
  • Media exposure is a key component to uptake of key health behaviors

Source: Communication for Health Ethiopia

Date of Publication: February 6, 2020

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SHOPS Plus India Knowledge, Attitudes and Practice (KAP) Survey: Key Findings

SHOPS Plus collected data from married couples, caregivers of children under five, and adults in urban India to understand knowledge, attitudes, and practices related to family planning, diarrhea management, and stigma related to tuberculosis. The project is using the findings to inform behavior change campaigns in these health areas. This presentation details the findings of the survey and how the data are being used to inform project activities.

The project teams conducted the survey to gain insight into people’s knowledge, attitudes, and practices. It used the findings to develop key messages and to determine how the messages should be delivered. The campaigns’ strategies involve spreading messages through mass media, digital media, community events, and workplace interventions.

The survey was conducted in the capital cities of six states in India where SHOPS Plus is operating, and its findings are helping the project develop and deliver tailored messaging to target populations in each of the priority health areas:

  • Child health
  • Family Planning
  • Tuberculosis
  • Diarrhea

Source: SHOPS Plus

Date of Publication: January 22, 2020

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More PAC Kenya Spotlight Resources

Baseline Survey for PAC Project, Kenya

A baseline data collection exercise was carried out from May to June 2010 in Naivasha District to provide a benchmark against which the RESPOND intervention may be measured during endline evaluation. The evaluation used
a quasi-experimental design with intervention and control groups covering six study sites within Naivasha District, with measurements taken at baseline and endline. The baseline data collection comprised three components

  • A community-based survey of approximately 600 women between the ages of 18 and 49
  • An inventory of all public and private health facilities in the study area (n=11)
  • Interviews with providers working at the identified facilities

Results included the following

  • There is a clear need for PAC services at the evaluation sites
  • Utilization of health services during pregnancy and delivery is limited
  • Knowledge of family planning is high, but actual use is significantly lower
  • Reasons for nonuse of family planning highlight the need for the intervention

Source: EngenderHealth

Date of Publication: March 25, 2019

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Evaluating the Impact of Mass Media on Breastfeeding Practices in Viet Nam

This document presents the findings of a 2011 survey that served as the baseline for the evaluation of the Viet Nam mass media campaign.

This report lays out that evaluation plan and shows how a series of surveys over three years will assess the media campaign’s impact on exclusive breastfeeding. Initial analyses of the baseline data show how these early findings are aiding in refining this mass media evaluation plan, particularly the items to track over the life of the campaign, and in identifying the precise triggers of breastfeeding behaviors.

Source: Alive &Thrive

Date of Publication: March 25, 2019

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More Advanced Audience Segmentation Resources

Family Planning Questionnaire

This questionnaire was developed as part of a wider program to use advanced audience segmentation (AAS) techniques in order to properly direct family planning (FP) messages to specific audiences.

After the initial AAS work was carried out, and the team learned more about the contraceptive needs of men and women, stakeholders wanted to see how this information could be used to improve family planning counseling sessions.

In 2014-2015, the Hewlett Foundation, Nigerien Ministry of Health, and Camber Collective came together with Pathfinder International’s Animas Sutura project to use the Nigerien segmentation results to develop and pilot a series of rapid assessment tools for community health workers who conduct household visits in health centers in Maradi and Tillabéri, Niger.

This kit of materials included this questiosnnaire, a flipbook, and a set of counseling cards.

Source: Pathfinder International

Date of Publication: March 25, 2019

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National Survey and Segmentation of Smallholder Households in Bangladesh

In cooperation with the Bangladesh Bureau of Statistics, the organization Consultative Group to Assist the Poor (CGAP) conducted a nationally representative survey of smallholder households in Bangladesh between February and June 2016. This survey sought to comprehensively map the various activities, interests, aspirations, barriers, and pressures that characterize smallholder families to address three questions:

  • What does the community of practice need to know or do to support smallholder farmer households in building more resilient, productive livelihoods?
  • How can financial mechanisms respond to the needs and desires of smallholder households?
  • What types of market strategies and approaches can cultivate uptake and use of financial mechanisms, including digital financial services?

Source: CGAP

Date of Publication: March 25, 2019

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