Strategic Management of Family Planning Communication: A Mixed-Methods Assessment of Information Source Credibility among Urban Residents in Kampala
Abstract:
Effective health communication is critical for informed family planning (FP) decision making, but the reach and credibility of information sources can vary significantly. This convergent mixed-methods cross-sectional study evaluated exposure to and perceived credibility of FP information sources among 373 adults in Kampala, Uganda. The study was complemented by nine focus group discussions and five key informant interviews. Quantitative data were analyzed descriptively and comparatively, qualitative data thematically and findings integrated at the time of interpretation. Social media had the highest daily exposure (61.7%) but the lowest reported perceived trustworthiness (mean = 2.98) and accuracy (mean = 2.57). Healthcare providers had the highest trustworthiness (mean = 4.59) and accuracy (mean = 4.53) followed by community health workers (4.36 and 4.34, respectively). Differences in exposure by gender were small; women reported more trust in friends and family while men reported radio information as more accurate. Qualitative findings indicated that professional expertise, opportunities for dialogue and institutional affiliation increased credibility, whilst conflicting and unverified digital content decreased confidence. Participants frequently verified media messages with health workers before selecting contraceptives. These findings indicate that quantity of communication does not equal credibility. FP programmes should utilize the reach of digital and mass media in conjunction with trusted interpersonal counselling, consistent messaging and active management of misinformation.References:
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