Organisations involved
Camber Collective
Summary
In collaboration with Niger’s Ministry of Health, private foundations, NGOs, and other partners, Camber performed (2013-2014) a strategic analysis grounded in comprehensive consumer insights on family planning needs, attitudes and behaviors of women of reproductive age in Niger. This analysis included a best-in-class customer segmentation, the first of this kind for reproductive health services in Africa.
Social norms of interest
Perception of social norms that serve as either a barrier or a motivator towards increased family planning (FP) use
Behaviors of interest
Increased use of family planning; Fertility
Project components
Four major opportunities to increase mother method adoption in the near term were identified, specifically the need to: tailor communication and programming to priority segment, improve quality of healthcare worker counseling, improve choice and consistency of methods available in rural health centres, and strengthen data coordination and sharing to track progress by segment. Examples of relevant projects/tools to meet these opportunities were proposed, leveraging existing strategies, pilots, and toolkits where possible. In particular, eleven activities were recommended to the Ministry of Health as a means of successfully achieving eight of the critical activities highlighted in the government’s National Plan. A new projection of expected contraceptive prevalence rate (CPR) increase was developed, based on assumptions about the percentage of women who could be convinced to change behavior at each MM drop off point, calculated by segment. Our analysis showed a projected increase of 2% points CPR per year (more grounded than the government’s goal of 5% per year), reaching a total of 1M women by 2020 with increases in use across the segments, and with large increases coming from Healthy Proactives, Traditional Autonomists, and Sheltered Skeptics.
Social norms measurement
In depth qualitative research (extensive literature review, focus group interviews, observations), and a national-level quantitative survey
Key findings to date
Five levels of women were identified as having distinct levels of acceptance for FP, proactivity, FP need, and spousal influence in their lives. Three of these segments were prioritized based on largest opportunity to increase mother method use.
Tools
