The materials for the "Hear Each Other!" campaign were developed using formative research that was designed to: explore the knowledge, attitudes, and practice of couples from different socio-demographic groups regarding contraceptive use; investigate gender roles in reproductive health decision making and contraceptive use; and explore the sources of information couples in different social groups use when making decisions about family planning and contraceptive use. Sixteen focus groups were conducted in two Russian cities, Irkutsk and Orenburg, with 8 groups in each city.

Based on the insights from the focus group process, various communication materials were developed - drawing centrally on a humourous and positive approach which was found to be understandable and attractive to this audience. Posters and stickers - featuring images of cartoon-character men and women with tag-lines such as "Each day of being silent can cost a lot" - were placed in medical institutions, pharmacies, movie theatres, and on public transport. Three different booklets were distributed to the intended audience; in addition, a booklet and cue card on counseling couples were developed for medical providers. Furthermore, regional TV and radio channels showed PSAs. "Hear Each Other!" materials can be viewed/downloaded by clicking here.

Reproductive Health, Gender.