We want women to keep using family planning methods

Population Services International

PSI is a leader in providing family planning solutions in developing countries.

The Problem

Many Cambodian women begin to use family planning methods, but almost half quit. Why? Many mistakenly believe that using contraception will cause cancer, infertility, tumors, or other health complications. PSI hired us to develop a mass media campaign that challenged these beliefs. The problem is we all have adverse reactions to being told we’re wrong. How do you challenge these perceptions without causing offence?

Our Solution

Using a testing method from Proctor and Gamble, we tested three different creative directions with women to see which option, if any, would convince one of their friends to change their negative views on family planning. The answer: humor. While previewing the final commercials to the Ministry of Health, one of our clients said, “I’ve never seen the Ministry laugh so much.”

0 % increase in help line calls
0 % increase in hotline awareness
0 % decrease of women quitting family planning

"PSI, as a social marketing organization, knows good marketing when we see it. 17 Triggers are experts. They know how to listen and get the results you need. If you allow them the opportunity, they will also challenge your assumptions -- and your program will be better for it. I highly recommend them."

—Alysha Beyer, Former Senior Advisor at Population Services International

Some of the project outputs:

  • Concept development
  • BCC
  • IEC
  • Social Marketing
  • TVC / Radio
  • Print
  • Testing

The Work

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Say hello!

#40E2, Street 178
Khan Daun Penh
Phnom Penh, Cambodia

+855 23 636 2968 | +855 61 88 66 71

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