Madagascar (2011): Understanding Motivators and Barriers towards Modern Contraceptive Methods Use

PSI/Madagascar's reproductive health program aims to reduce maternal and child mortality and morbidity by improving the reproductive health of Malagasy women and reducing unintended pregnancy among Malagasy women of reproductive age (15-49). Current use of modern family planning methods has risen from 24% in 2006 to 36% in 2010 and 40% in 2012. This FoQus for Marketing Planing study helped the program to develop an archetype for three different segments of non-users of modern contraceptive methods (pills, injectable contraceptives, the intra-uterine device IUD, and implants). This archetype allowed PSI/Madagascar to develop relevant marketing and communication strategies to better to influence uptake of modern family planning methods.