The Future is Worth Planning: Healthy Women of Ukraine


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Program Launched

The Healthy Women of Ukraine Program begins. During the first year, the program was implemented in four oblasts (regions): Kirovohrad, Luhansk, Ternopil, and Zhytomyr. Developing a national RH/FP communication strategy is a key objective of the program.

Communication Strategy Development Begins

HWUP conducted a literature review to gain a full understanding of the challenges surrounding women’s uptake of RH/FP services in Ukraine. A KAP study conducted in 2010 was particularly useful. HWUP also conducted several focus groups and interviews in Kyiv and the regions to round out understanding of the key issues. After gathering background information, HWUP consulted with stakeholders including government and international and local civil society organizations to formulate the strategy’s approach.

Communication Strategy Finalized and Presented

HWUP presented a first draft of the national RH/FP communication strategy at a meeting of the Kyiv-based Reproductive Health Partners Group. All stakeholders working in the field of RH/FP were present: Ministry of Health of Ukraine, UNFPA, WHO, UNICEF, UNAIDS and others. The strategy was well received and HWUP gathered and incorporated all comments and suggestions into the final version.

Implementation of Communication Strategy Begins

USAID/Ukraine approves the national RH/FP communication strategy and implementation begins.

Development of Regional Communication Strategies Begins

HWUP works with program oblasts to help them develop regional RH/FP communication strategies

HWUP Updates SBCC Materials

HWUP updated all IEC materials created during JSI’s predecessor project, Together for Health. The IEC materials now incorporate the life stage approach and other updated RH/FP information.

Regional NGO Partners Selected

HWUP established a program of mini-grants for local NGOs to implement BCC activities in their respective regions. Seven organizations in four oblasts were selected (Zhytomyr, Kirovohrad, Luhansk, and Ternopil).

SBCC Training Begins

After conducting trainings-of-trainers and building up a network of trainers, HWUP launched BCC trainings in program oblasts. The trainers conducted up to ten trainings per month in each program oblast throughout the life of HWUP.

HWUP Welcomes New Program Oblasts

Four new oblasts joined HWUP at the beginning of the second year. HWUP began rolling out activities in Zakarpattya, Kyiv, Sumy, and Kherson oblasts.

Journalists Training Begins

HWUP conducted the first RH/FP training for journalists in partnership with UNFPA.

Hotline Launched

HWUP partner, Women’s Health and Family Planning Charitable Foundation, launches a toll-free RH hotline for the general public

Additional NGO Partners Selected

HWUP extended its program of mini-grants for local NGOs to implement BCC activities in their respective regions. Seven organizations in the four new program oblasts were selected (Zakarpattya, Kyiv, Sumy, and Kherson).

FP/RH Website Launched

With the launch of the website, Ukrainians can read information about RH/FP and ask any questions online. A link to the website was placed on all HWUP communication and promotional materials.

PSA Development Begins

HWUP worked with a creative team to develop the concept for and shoot the campaign’s first PSA.

First PSA and Outdoor Ads are Ready

HWUP’s first PSA and complementary outdoor advertising are ready.The PSA shows several women talking on the phone with friends, thanking them for helping with FP advice. The final scene of the PSA shows a doctor counselling someone on the phone. The caption says “The hotline about family planning and reproductive health is your best friend!” The outdoor advertising posters show the same doctor talking on the phone and the message is “Get to know more about family planning and reproductive health. Call the hotline.”

HWUP Welcomes New Oblasts

Mykolayiv, Chernihiv, and Chernivtsi oblasts join the program

PSA Gains Official Status as Social Advertising

The Ukrainian national council on TV and radio broadcasting confirms HWUP PSA is social advertising, which allows the clip to be broadcast free of charge on select channels and stations.

Ministry of Health of Ukraine endorses PSA

Despite political crisis HWUP gets support of the PSA from the MOH

Copies of the PSA Disseminated in the Regions

Electronic copies of the PSA are disseminated in the regions via email or DVD.

Selection of NGO partners in 3 New Regions

HWUP extended its program of mini-grants for local NGOs to implement BCC activities in their respective regions. Organizations in the three new program oblasts were selected.

Work on 2nd PSA Begins

The second PSA specifically targets youth and their parents. An objective of the PSA is to show that parents talking about contraceptives with their children is a good idea and helps promote healthy choices among youth

PSA #2 and Print Materials Ready

The second PSA is finalized, burned on DVDs, and disseminated among local partners for further use in regions.

Outdoor Advertising Launched

HWUP decided to “take the floor” after the parliamentary elections. Political posters needed to be replaced and the advertising market was ready to place social advertising for free. HWUP placed advertising in seven major cities (Ternopil, Chernivtsi, Zhytomyr, Kyiv, Chernihiv, Sumy, and Mykolayiv) with citilights (street posters) and nine cities (Uzhgorod, Ternopil, Chernivtsi, Zhytomyr, Chernihiv, Sumy, Kirovohrad, Mykolayiv, and Kherson) with posters at the pharmacies. 250 posters total were placed.

The regional communication strategy...promotes an integrated approach to heighten awareness about RH and FP issues. [It] has a comprehensive vision and specifies the contribution...of each partner. We all know exactly what we have to do in order to contribute to the larger campaign.
Natalia Tarasenko, Chair of the Board, Parytet, a Youth NGO in Zhytomyr