TCI Global Toolkit: Demand Generation

Demand generation activities aim to increase clients’ desire to use family planning by changing their attitudes or perceptions about FP or increasing their awareness or knowledge about FP methods. Many demand generation activities also aim to shift social and cultural norms to affect individual behavior change.

There are a great number and variety of demand generation activities – far too many to list here.

The breadth of different demand generation activities can be seen in the different URHI projects. Each country chose interventions that were best suited to their needs and would meet their program goals.

For example, in each country the following activities were most effective in creating demand for family planning:

  • India: For women, exposure to brochures, billboards, posters, and pamphlets, in addition to community health workers
  • Nigeria: Exposure to local radio programs, TV programs, and outreach activities where FP discussions took place
  • Kenya: Local radio programming in addition to community health workers
  • Senegal: Behavior change communication with mass media and community activities, such as home visits, activities with religious leaders and visits in the workplace

In line with the evidence and experience from URHI, TCI uses a scientific approach to design its demand generation activities. The Core intervention “Scientific Approach to Behavior Change” describes the systematic process to develop a demand generation strategy. We recommend you start with that resource before browsing through the core and elective interventions.

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