Campaign exposure and interpersonal communication as factors in contraceptive use in Bolivia

Valente, T. W., & Saba, W. P. (2001). Campaign exposure and interpersonal communication as
factors in contraceptive use in Bolivia. Journal of Health Communication, 6, 303-322


Two mass media campaigns concerning reproductive health were broadcast in Bolivia from March 1994 to June 1996. Data were collected at three time points from both cross-sectional and panel samples of randomly selected, married, urban women. Campaign exposure and interpersonal communication with spouse, friends, and others were associated with contraceptive knowledge and use, but not attitudes. Campaign exposure was associated with perceptions that members of one's personal network used contraception. This study provides a more contextual view of campaign effects by linking mass media and personal network communication.