Rapport du pré-test sur le spot N'térini et les emballages de Pilplan-d/Confiance

PSI covers approximately 70 countries worldwide and uses social marketing to provide products, services, and information that enable low-income or vulnerable individuals to lead healthier lives. PSI-Mali, a subsidiary of Population Services International (PSI), was created in 2001. The activities of PSI-Mali aim to primarily improve the well-being of women and families by promoting family planning products such as Pilplan-D (pill), Confiance (injectable of three months), Collier du Cycle (natural method), and DIU/Implant (long-term method). PSI-Mali benefited from Dutch government funds in 2009 to support family planning in Mali. These funds were used to promote, among other things, the integration of long-term family planning methods into public and private health sectors to help promote and stimulate demand for long-term methods among women of childbearing age while increasing the quality of supply. In this context, PSI/Mali developed a spot to promote the long-term method DIU (N’térini) and rebrand the packaging or refresh the image of these two short-term methods (Confiance and Pilplan-d) to reposition these methods to increase demand. These tools target women of childbearing age. They are declined into a spot and two packaging for the same women. The objective is to enable PSI/Mali to gather relevant information that can induce behavior change among women of childbearing age. Specifically, this involves: understanding the correct comprehension of the spot's message regarding DIU (N’térini); listing the preferences and attractive points of the target audience on the different packaging presented; and understanding the comprehension of the teaser and the spot's message. The approach retained for this study is that of a Directed Focus Group (FGD). The discussion groups were formed to have the opinions of women of childbearing age. It involves young women under 35 years old. The groups were formed based on age and level of education. The study took place in Bamako, the capital of Mali, and its surroundings. They were divided into 6 groups with the following criteria: women aged 18-24 years (2 groups of secondary and higher level; 1 group of non-schooled and primary level); women aged 25-35 years (2 groups of non-schooled and primary level; 1 group of secondary and higher level). These FGDs took place in four (4) quarters of the Bamako district, three on the left bank of the river (Boulkassoumbougou, and Lafiabougou) and three FGDs on the right bank (Sénou and Kalaban-coro). Each group consisted of 6 to 8 people and was led by a team led by a moderator, a reporter, and an observer. The discussions were mainly conducted in Bambara and recorded on dictaphones. The main results of the study are as follows: the Research Department of PSI/Mali, in collaboration with the Communication and Marketing Department, conducted these Directed Focus Groups (FGD) to pre-test the packaging proposals on contraceptive products, particularly Confiance and Pilplan-d. These Focus Groups were conducted among women of childbearing age. However, the radio spot was simultaneously pre-tested among the same target groups as the packaging proposals. The discussions on the spot focused on understanding the message conveyed. At this stage, it is a "teaser" and finally the spot proper. The teaser, on a lexicological level, although the understanding of the vocabulary is easy for most participants, it appears that a part of the teaser seems difficult to understand by certain women. It is: [“M’bafè akan n’hakilinaw ta baala”] which can be literally translated into French as: [I want him to take into account my aspirations]. The Bambara style seems heavy. This is illustrated by the words of a 26-year-old non-schooled participant: “Ah! It's not easy to understand, because, each one has their own ideas. When we speak in Bambara, each one tries to analyze in their own way. For me, there is a part