Reach and Effectiveness of the South Carolina No Drama Contraceptive Media Campaign: A Mixed-Methods Approach

Abstract

Purpose

The South Carolina Choose Well contraceptive access initiative launched a statewide media campaign, No Drama, in 2018. We evaluated the reach and effectiveness of No Drama and provided recommendations for future campaigns.

Design

A convergent mixed methods design triangulated data collected between 2018 and 2021 from (1) surveys of women of reproductive age seeking care at Choose Well-participating clinics in South Carolina (n = 908); (2) interviews with clinic staff (n = 100); and (3) metrics about statewide utilization of the campaign.

Setting

Community – No Drama was implemented in communities across South Carolina. Clinical – Research data were collected at family planning (health department and federally qualified health center) clinics.

Measures

Exposure to and reported effectiveness of the campaign in encouraging contraceptive appointments and contraceptive use were examined. Clinic staff perceptions of campaign strengths and areas for improvement were also explored.

Analysis

Modified Poisson regression models with Generalized Estimating Equations, and inductive coding with content analysis, were used to analyze survey and interview data, respectively. Contraceptive appointments requested through No Drama were examined.

Results

No Drama produced nearly 22 000 contraceptive appointment requests between 2018 and 2021. One-third of reproductive-age patients at Choose Well-participating clinics reported exposure to the campaign. Exposure differed by race/ethnicity and educational attainment of patients. Nearly half (46%) of exposed patients found the campaign very effective at encouraging contraceptive appointments. Perceiving the campaign as very effective in encouraging contraceptive counseling appointments and encouraging contraceptive use was associated with the frequency of exposure. Clinic staff reported that the campaign had widespread visibility and connected patients to clinics.

Conclusion

No Drama reached a portion of its intended audience and facilitated access to contraceptive care among exposed people. Future campaigns may consider increasing the rate of advertisements, ensuring clear messaging, involving community partners in campaign design, and diversifying campaign materials and locations.