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Final Findings Endline |
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1 Pages 1-10 |
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1.1 Page 1 |
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End-line Evaluation of Educational
Entertainment Intervention –
MKBKSH (Season 1)
Presentation of Findings
May 2015
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1.2 Page 2 |
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Context & Need for Study
PFI has produced a popular culture entertainment program titled
“Main Kuch Bhi Kar Sakti Hoon - MKBKSH”, TV and radio serial to
increase knowledge and change perception & attitudes of women
on social determinants of Health and Family Planning.
To measure the change, baseline and endline evaluations of Season
I of MKBKSH were conducted in two states of MP and Bihar using
Quantitative and Qualitative methodologies.
The core objective of the endline evaluation was to assess the
effectiveness of MKBKSH in bringing about change in the
knowledge, attitudes and practices related to the family planning
issues, age at marriage for girls, delaying age at first birth, gender
based discrimination and violence and sex selection.
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1.3 Page 3 |
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Target Group & Geographical Coverage
Target Group
Geographical
coverage
The research study covered both primary and secondary audience as defined below:
Primary Target Group
• Currently Married Woman (CMW), in TV or radio owning households, in the age
group of 18-29 years
• Currently Married Male (CMM), in TV or radio owning households, in the age
group of 18-34 years
• Unmarried youth in TV or radio owning households, in the age group of 15-24
years
Secondary Target Group
• Mother-in-Law (MIL) of CMW (18-29 years), in TV or radio owning households
• Front Line Workers (FLW) (ANM, AWW and ASHA workers)
Region
Bihar
Madhya Pradesh
Central
Patna
Bhopal, Ashoknagar
East
Bhagalpur
Jabalpur, Mandla
North
Darbhanga
Chhatarpur, Morena
South
Rohtas, Gaya
Chhindwara
West
Purbi Champaran, Paschim Champaran Ratlam, Jhabua
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1.4 Page 4 |
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Sample Size Achieved
Target Group
Bihar
Baseli
ne Exp
Endline
Nexp Tot
Madhya Pradesh
Baseli
ne Exp
Endline
Nexp Tot
Overall
Baseli
ne
Exp
Endline
Nexp Tot
Currently Married Woman (CMW) 612 619 679 1298 608 639 669 1308 1220 1258 1348 2606
Currently Married Man (CMM)
611 537 647 1184 603 614 674 1288 1214 1151 1321 2472
Mother In-law (MIL)
498 393 511 904 479 459 475 934 977 852 986 1838
Total 1814 1549 1837 3386 1786 1712 1818 3530 3600 3261 3655 6916
Front Line Worker (FLW)
93
Unmarried Youth
Grand Total
202 96
480
4068
200 189
480
4210
402
960
8276
The Field Work was conducted from 10th March to 10th April 2015.
Along with this 20 IDIs (10 in Bihar and 10 in MP) were also conducted with CMWs and CMMs. The IDIs were
conducted with a primary motive of deep-diving and understanding the underlying reasons for some of the
changes that were evident from the quantitative survey.
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1.5 Page 5 |
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Key Findings
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1.6 Page 6 |
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Reach of MKBKSH
• Out of all the households owning a TV, 35.7% were found to be exposed
to MKBKSH. Proportion of HHs owning a TV and exposed to MKBKSH were
more in Bihar (41.7%) as compared to MP (33.5%). This finding is based on
house-listing of 10,000 households in each state.
• Out of all the households who own a radio, 71.8% reported that they listen
to MKBKSH. 83% and 41% of households with radio were listening to the
program in MP and Bihar respectively.
• It was also found that unmarried youth aged 15-24 years loved TV serial.
4 out of 10 youth (40%) had watched the show.
• Half of the married women (51%) who watched the show were in the age
group of 18-24 years and the average age of the women who are exposed
was found to be 24 years
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1.7 Page 7 |
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Family Planning
• Percentage of women who think that “ideal age for a woman to have her
first child 21-25 years” has increased from the baseline figure of 38.2% to
about 45.8% for the women who are exposed to MKBKSH, which is
statistically significant at 95%.
• Perception about ideal age gap between two children being 2-3 years also
increased from the baseline figure of 56.9% to 63.4% for the ones who have
seen the program. Trend was similar in Bihar, where from 54.6% of baseline
figure increased to 64.5% in the exposed group as compared to 63.8% in the
non-exposed group.
• Majority of the youth consider 21-25 years as an ideal age for mother to
have her first child which was found to be 65% among females and 58%
among males at an overall level. When asked about ideal age gap between
two children, 2-3 years was reported by 62% females and 54% males.
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1.8 Page 8 |
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Family Planning
• Awareness of family planning methods amongst women has increased
significantly as compared to baseline. 98% were aware about female
sterilization as compared to 92% in baseline, 86% were aware about male
sterilization as compared to 70% in baseline. Awareness about male condom
increased from baseline figure of 60% to 92%.
• Awareness of Family Planning methods amongst the Men was also
observed to have increased significantly from baseline but was lower as
compared to women. Awareness of male condom has increased from 71% in
baseline to 98% among the respondents exposed to the program.
Awareness about Oral Contraception Pills (OCP) also increased from 53% in
baseline to 94% for the respondents exposed to the program.
•When asked about family planning (FP) methods ever used by the
respondents, the percentage of women who never used any method
dropped from 51% in the baseline to 37.6% for the ones who have seen the
as compared to 41.2% for the ones who have not.
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1.9 Page 9 |
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Family Planning
• About 58.7% women from the exposed group as compared to 45.7% in
the baseline reported that they have discussed use of contraception with
their spouse. Women who discussed use of contraception with spouse were
higher in MP as 66.4% women as compared to 46.7% in the baseline
reported that they have discussed use of contraception with their spouse.
• About 67.8% women from the exposed group reported that they are
confident of discussing contraception usage with their compared to baseline
figure of 16.7%. Even the detailed qualitative discussions done with the
women who are exposed to the program also indicated that they have
obtained the confidence from “Dr. Sneha”, the protagonist in the program.
• As compared to baseline figure of 47%, women who are confident in
accessing FP services has increased to 58.8% among the respondents
exposed to the program.
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1.10 Page 10 |
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Family Planning
• Among youth, little more than 2/5th (42%) of the females strongly agreed
that it is right for a woman to decide how many children she should have.
However among males, little more than 1 /3rd (36%) males strongly agreed
to the same.
• A little less than 2/3rd (63.3%) women from the exposed group as
compared to 49% in the non-exposed group strongly agreed that it is
important for a woman to be physically and mentally prepared before the
birth of her first child. The trend was found to be similar in Bihar, where
figures from 44% of baseline increased to 68% in the exposed group.
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2 Pages 11-20 |
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2.1 Page 11 |
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Domestic Violence and Women’s Agency
• When asked about whether a woman should be beaten if she goes out
without telling her husband, only 25.4% women in the exposed group as
compared to 47.8% in the baseline agreed to it.The trends were found to be
similar in Bihar and MP.
• In a similar trend when asked about whether a woman should be beaten if
she neglects the house or children, women who agreed decreased from
49.4% in the baseline to 28.2% for the ones who have seen the program.
• Figures displayed a downward trend when asked whether a woman should
be beaten if the husband suspects her to be unfaithful, as the figures
decreased from 71.4% in the baseline to 40.4% for the respondents who
have seen the program.
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2.2 Page 12 |
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Domestic Violence and Women’s Agency
• When asked about whether a woman should be beaten if she refuses to
have sex with her husband, only 5.7% women in the exposed group as
compared to 14.5% in the baseline agreed to it. The trends were found to be
similar in Bihar and MP.
• Figures displayed a downward trend when asked whether a woman should
be beaten if she wants to display her pregnancy, as the figures decreased
from 8.5% in the baseline to 5.2% for the respondents who have seen the
program.
• Belief that compared to men, women have equal ability to hold leadership
position in local government also increased from a baseline figure of 56.7%
to 77.1% for the women who have seen the program. The trends were found
to be similar in Bihar and MP.
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Feedback for MKBKSH
• Little more than 2 /5th (41.7%) women who have seen the program found
the program attractive and 43.7% reported that they enjoyed watching the
program.
• A similar trend was observed among youth where 41.4% females and
37.5% males found the program attractive and 43.1% females and 43.4%
males enjoyed watching the program.
• Little more than half (51.5%) women reported that they remember a
character from the program.Out of all the women who recalled a character
from the program, 94.6% respondents recalled Dr. Sneha. Recall of Dr.
Sneha’s character was found very high in MP as 99.1% respondents recalled
Dr. Sneha.
• After Dr. Sneha, Buaji was the second most recalled character by all the
women as 60.6% of them recalled Buaji’s character.
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2.4 Page 14 |
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Feedback for MKBKSH
• Little more than half (51.5%) women agreed that they could imagine
themselves in some of the scenes. In Bihar 47.5% women and in MP 55.4%
women agreed the same.
• About 3/5th (61.6%) women agreed that the program deals with the kind of
difficult choices people have to make in real life. Majority of the women
(60.9%) agreed that the events in the program are very realistic.
• The women said that Dr. Sneha was a very encouraging and inspiring
character, who gave them courage to open and discuss issues, especially
family planning issues with their husbands
• Majority of the women (89.1%) reported that they would like to watch this
program again. However, among youth, 97.8% females and 92.8% males
said that they would like to watch this program again.
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2.5 Page 15 |
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Feedback from Qualitative study
• Hum to ji pehle baat karne se katrate the, ab Dr.Sneha ki batein sunke
parivar niyojan ke bare mein apne pati se baat karti hun- A woman in
Bhopal
• Pehle laga tha yeh ek aam serial hai … kuch din baad laga iski kahani
mere pati aur saas ko bhi dekhn echahiye – A woman in Bhopal
• Maine to har shanivaar etowar ko dekha aur mere pati ko bhi dikhaya – A
woman in Patna
• Main to TV dekhta hi nehi hun khaskar ye sab serial … par do teen episode
dekhne ke baad mujhe yeh bahaut pasand aya … hum dono to is bare me
charcha bhi karte hai ajkal –A man in Patna
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