“It Makes You Rethink Your Choice of the Pill”: Theory-Based Formative Research to Design a Contraceptive Choice Campaign

Abstract

Half of all pregnancies in the United States remain unplanned despite improved access to highly effective long-acting reversible contraception, including the intrauterine device and the implant. This study conducted theory-based formative research to develop a contraceptive choice campaign aimed at increasing long-acting reversible contraception uptake by women ages 18–44 years in Charleston, South Carolina, an urban area in the southeastern United States. Researchers developed and tested message concepts and designs. Six focus groups and 18 interviews were conducted among reproductive-age women (n = 79). Qualitative data analysis revealed messages and designs that resonated with these women. Emphasizing long-acting reversible contraception as the healthy option, highlighting long-acting reversible contraception effectiveness, including relatable and trustworthy characters, and using language of control emerged as themes. Women reported a preference for statistics illustrating effectiveness combined with empowering messages of control over contraceptive decision making. Findings from this study offer practical recommendations for developing contraceptive choice campaigns targeting long-acting reversible contraception use and further the goal of reducing unintended pregnancy among women.

Acknowledgments

The authors acknowledge the space provided by the College of Charleston's Center for Social Sciences Research in the conduct of this research. The authors thank Annalise Baker-Whitcomb, Erin Burneyko Aylor, Jackelyn Payne, Margaret Reese, Ellie Smith, and Abigail Wisely for their assistance.