Keep Calm and LARC On: A theory-based long-acting reversible contraception (LARC) access campaign

Abstract

Background: In South Carolina, almost half of all pregnancies among women in their twenties are unintended. Advocates for Youth partnered with researchers and students at a public university to design and pilot a theory-based communication campaign to increase awareness and uptake of a full range of contraceptive options among young women. The health belief model and diffusion of innovations theory served as conceptual frameworks throughout data collection, analysis and campaign development.Methods: This community-based participatory action research project included formative audience research to assess knowledge, attitudes, and behaviors related to contraceptive methods among young women. A qualitative content analysis of the top 25 U.S. consumer magazines (83 articles) evaluated coverage of contraception and how these articles persuade women to think about contraceptive methods. Student researchers moderated three peer-to-peer focus group discussions (n = 19) among women ages 19–22. In-depth individual interviews (n = 9) with users of long-acting reversible contraception (LARC), including the intrauterine device and the implant, informed the development of video blogs.Results: Participants favored the effectiveness of LARC methods, while reacting negatively to a ‘foreign object’ in their bodies. Findings suggest that physicians lack knowledge about LARC and resist prescribing these methods. These findings were used by researchers to develop campaign strategies, communication channels and messages, including ‘Keep Calm and LARC On’. An anonymous web-based survey (n = 248) evaluated the campaign’s effectiveness. Based on campaign messages, 19% of participants reported obtaining a LARC method.Conclusions: This study offers practical recommendations to health communicators to develop formative research, segment audiences, and implement theory-based campaign strategies and messages.