Pre-testing of Nilocon White TVC Campaign (Completed 2007)

A qualitative research method was adopted to test media materials for Nepal Contraceptive Retail Sales (CRS) Company in 2007. CRS had developed a 30-second TV spot to promote Nilocon White (NW) contraceptive tablets. This TV spot was pre-tested with the current and potential users of NW to find out about the appropriateness and acceptability of the media messages given in the spot. Seven Focus Group Discussions (FGDs) were conducted with middle-income class married women less than 35 years of age from three districts of Kathmandu valley. Three FGDs were conducted in semi-urban areas and four in urban areas. In all 54 women participated and the number of women in an FGD ranged from 7 to 9 participants.

Both users of NW and non-users participating in FGDs mentioned Radio, TV, Newspaper and friend as most common sources of information. Both groups mentioned TV as the best source of information and the second best source is radio.

Most FGD participants also listen to radio particularly FM stations. Some participants also listen to Radio Nepal. Over half of all FGD participants listen to Kantipur FM. Other FM stations they listen to are Radio City, Kalika, 98.8, Bhaktapur FM, Classic FM, Sagarmatha, Hits FM, Image and 94.0 FM. Most women listen to News.  Audience requested songs and religious hymns are also popular. Other programs mentioned were Kantipur Diary, Pop songs, Songs/modern songs, Drama, Children’s Program, Newari songs, Maya program, Gharelu, Agriculture, Health radio program, Phone-in program, Mahila family program, Merokathamerogeet, Jindagikapanaharu, and Sathisangamankakura. The non-users of FP method listen to radio programs mostly in the morning while the NW users listen to the radio programs during the daytime and in the evenings.

The majority of FGD participants mentioned NW’s association with the concept of “Happy and Small Family”. Some also mentioned its association with flowers. Most FGD participants mentioned “no side effects” as the most important encouraging factor and the second important encouraging factor mentioned was that “it is better than Depo”. The majority of the participants said that the spot gave the message that small family is a happy family. According to the non-users, another important message given by the spot is that “NW brings happiness and well being to the family”. Every participant of seven FGDs mentioned that the TV spot is acceptable to them and the reasons given were that it is not embarrassing, all family members/friends can sit together and watch it, it is practical, it gives education about FP and it is simple to understand. Most participants in all FGDs did not have any reservation/ apprehension regarding the concept/ message. The overwhelming majority approved it.

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