Location Family planning

Women’s Integrated Sexual Health (WISH2ACTION)


The WISH programme will empower women in some of the world’s poorest countries to plan when to have children, to stay in education, and to get better jobs. Funded by the United Kingdom’s Foreign, Commonwealth & Development Office, this programme is split into two lots. We are partnering with the International Planned Parenthood Federation (IPPF), Marie Stopes International (MSI), Options, Humanity and Inclusion, and the International Rescue Committee to implement Lot 2, also called WISH2ACTION. We are delivering multimedia campaigns directing people towards sexual health services and promoting modern contraceptive use.


Ethiopia, Madagascar, Malawi, Mozambique, Tanzania, Uganda and Zambia


Family planning – birth spacing, delayed childbirth, male engagement in family planning, and tackling myths and stigma (youth and disability).


47 x 1-minute radio spots, six short animations for broadcast on TV, five short informational animations for use in clinics, a 10-episode series of short animations aimed at youth, to be distributed via mobile phones and social media, and a six-episode series of short live action films aimed at men, also to be distributed via mobile phones and social media.


We are delivering this multimedia campaign on 100 radio stations and 16 TV stations in seven countries over 24 months from August 2019 to August 2021. We are also distributing audiovisual content on Facebook and via networks of government and NGO partners.

Estimated Reach

40 million people

Project at a glance

unintended pregnancies averted
additional users of modern contraceptives
maternal deaths averted

Our Approach

One woman interviewing another woman sitting by laundry drying on the line in Uganda


Scaling Up Our Tested Family Planning Campaign

We are building on results from our randomised controlled trial (RCT) in Burkina Faso which demonstrated that mass media campaigns can increase modern contraceptive uptake and improve family planning outcomes. For this project we conducted media analyses to select radio and TV stations and allocate airtime to maximise reach amongst our target populations. We also analysed how to reach the poorest people who may not have consistent access to mass media. To reach these populations we are distributing audio and audiovisual content on memory cards for mobile phone sharing as well as ‘audio and ‘video’ cards that play the content directly and are utilised by health workers, peer educators and community mobilisers to create demand for family planning services.


Engaging, high-impact content

This multi-media campaign made full use of our production expertise. We partnered with several award-winning animation and production studios across Africa to deliver messages on radio, TV, mobile and social media. In developing our key messages we reviewed literature and public health guidance in each country and consulted extensively with our consortium partners, drawing on their rich knowledge of the local family planning context. We identified five key messages to focus on: birth spacing, delayed first pregnancy, myths around contraceptive methods, youth stigma, and the role of men in family planning. Our Tanzanian team used these briefs to write radio scripts, which were adapted to work in the local context of each country.

We also developed short films which were developed to work across the 7 countries WISH2ACTION is delivered in. We developed a ten-part animation series targeting young people takes our audiences to fictional Temzu Town (representing Tanzania, Ethiopia, Madagascar/Malawi/Mozambique, Zambia, Uganda) to inform and empower young people to take charge of their reproductive rights. The series follows protagonists Bupe and Omari as they try to keep their heads while falling in love and following their dreams. We also produced an innovative six-episode live action series, Kinyozi, focusing on the role of men in family planning, as well as series of five animations on contraceptive methods which were produced for distribution in family planning clinics in the seven countries.

Radio host with microphone and headphones in studio


7 countries, 23 languages, 500,000 broadcasts

We have produced 47 radio spots, and 27 videos in  Malagasy, Swahili, Portuguese, English and 22 other widely spoken local languages.

Our radio spots are broadcast 10 times a day, every day, on the most popular radio stations in the seven countries for 12 months or longer. By the end of this campaign, we will have broadcast over 500,000 individual radio spots. We are also broadcasting our content on popular TV stations, at peak viewing times for our target populations.


Project impact

Our Impact

Our Evaluation Plans

Data from family planning service Client Exit Interviews (CEI) is being collected, allowing the consortium to detect increases in service demand due to the programme. Qualitative feedback research will provide insights into knowledge, attitudes and behaviours relating to sexual and reproductive health, from people who have heard and seen our campaigns.

Oxford Policy Management and ITAD are monitoring and evaluating the impact of our activities as part of the wider WISH programme.

Partners & Funders

The WISH2ACTION consortium is led by the International Planned Parenthood Federation (IPPF) and includes DMI, Marie Stopes International (MSI), Options, Humanity and Inclusion, and the International Rescue Committee. WISH2ACTION is funded by the United Kingdom’s Foreign, Commonwealth & Development Office (FCDO).

WISH2ACTION logo International Planner Parenthood Federation logo