TCI ‘I Choose’ Campaign in Francophone West Africa Airing on 11 Radio Stations Across Six Cities

May 21, 2020

Contributors: Fatimata Sow and Annette McFarland

A ‘Je Choisis’ poster featuring Perpétue Zodehougan, a family planning provider.

Demand generation activities are intensifying in cities supported by The Challenge Initiative (TCI) in Francophone West Africa. TCI has launched a radio awareness campaign in six cities (UCOZ, Abomey-Calavi, Nioro, Ziguinchor, Oussouye, and Bignona) across Benin and Senegal. These cities have contracted with community-based radio stations to broadcast spots designed to raise awareness about family planning.

The “Je Choisis” campaign, or “I Choose,” aims to provide accurate reproductive health information to everyone, especially women and young adolescents in urban areas. Developed in collaboration with cities and health systems, Je Choisis radio spots are broadcast in local languages and feature city mayors, chief medical doctors and health workers. The Je Choisis media campaign also includes posters in health facilities and municipalities, and other media outreach to complement the radio spots. The following Je Choisis messages describe the benefits of using family planning and highlight when and where women and girls can access family planning services.

“I choose family planning for the well-being of me and my family.”

“I choose family planning for my future.”

“I am the Mayor of [city]. For the development of my city, I choose family planning.”

“As a provider, I invite women to the health center to adopt the modern contraceptive method of their choice for the well-being of their families. I choose!”

So far, 11 radio stations have agreed to air the spots after negotiating with the cities. TCI plans to expand the campaign as its supported cities finalize their communication plans. TCI provides technical support and supervision to the campaign. Activities like the Je Choisis campaign are one of TCI’s proven approaches designed to generate demand for family planning. These mass media campaigns aim to increase demand by positively influencing knowledge, attitudes and social norms around family planning.