Giving Data Wings: Using Theater as a Medium for Presenting Quantitative Research - Findings for a Health Communication Family Planning Program in Guatemala: Abstract

"Communicating study findings to program stakeholders in an engaging, accessible, and useful way is often challenging. PASMO/Guatemala sought to overcome these challenges by developing a story-based theater approach to disseminate research results to an audience of key stakeholders and donors."

The focus of this Pan-American Social Marketing Organization (PASMO) presentation for the International SBCC Summit 2016, Addis Ababa, Ethiopia, February 8-10, describes using study findings to develop a storyline and dialogue that captured the determinants of family planning (FP) to construct entertainment education intverventions in Guatemala.

From the abstract:
"The Pan-American Social Marketing Organization (PASMO) routinely conducts large-scale studies to learn about target audiences and the process of behavior change. Communicating study findings to program stakeholders in an engaging, accessible, and useful way is often challenging. PASMO/Guatemala sought to overcome these challenges by developing a story-based theater approach to disseminate research results to an audience of key stakeholders and donors. Theater was chosen as a channel that would convey results, as well as personalize findings in a way that would resonate with the audience. As part of the USAID-funded Support for International Family Planning Organizations (SIFPO) program, PASMO/Guatemala conducted a population-based FP study in 2013 among 1,633 women and men in six departments of the Guatemalan Western highlands - a predominantly indigenous region with high maternal/infant mortality and limited access to health services. Findings indicated that 49 percent of women and 53 percent of men reported using some form of FP. Couples were more likely to use FP if they knew a source for methods and discussed FP with their partner. Positive perceptions of health services were positively associated with FP. Harmful beliefs and norms (i.e., acceptability of partner violence due to covert use) were negatively associated with FP use. The process of converting data to a storyboard was iterative and engaged researchers, communication officers, writers and community actors. Study findings were used to develop a storyline and dialogue that captured the determinants of FP (including self-efficacy, social norms, locus of control, attitudes, etc.). All actors were from the study area and of indigenous descent. The set and props were built to represent key socio-demographic factors relevant to FP use, which supported the spoken narrative.

Key highlights:
The play illustrated two population archetypes that emerged from the data: Juana, a married FP user with two children, and Marta, also married, with four children and not using FP. The storyline centered on the contrast between the women’s lives and how FP transverses life’s circumstances, decisions and opportunities. The play portrayed Marta’s fears of not being able to achieve a better life, trapped in customs and machismo. Juana demonstrated the hope born from changing harmful customs and norms, and highlighted the importance of partners communication. "