Research with students, pharmacists, and journalists in Albania suggested urban singles and couples aged 18–35 underutilized available modern contraceptive methods. Interviews with health care providers and consumers found misconceptions regarding contraceptive products and services. Baseline data on knowledge, beliefs, and use of traditional and modern methods of contraception among university students was collected in three cities. C-Change also conducted focus groups to explore socio-cultural factors influencing behaviors of student population, particularly access to modern contraception. Students felt pharmacists and health providers were reluctant to talk to them and were judgmental when they sought contraceptive information. Women reported fear of side effects of oral contraceptives and emergency contraception. The C-Change mass media campaign aimed to raise awareness of modern contraceptive products available in Albania and increase acceptance among young men and women in urban areas. The theme of the first year of the campaign was “Enjoy life, enjoy love. Use modern contraceptives... for happy moments” and appeared on a 40-second TV spot, three radio spots, and print materials (a poster, newspaper ad, and an outdoor billboard). In 2010, C-Change/Albania launched a second mass media campaign “a Happy Life” building on the theme of the first campaign, including one television spot, one radio spot, and print materials in major Albania newspapers, on buses and in other public areas.
The campaign materials focused on the safety and reliability of modern contraceptives and corrected common misperceptions that surfaced in the baseline survey. All campaign materials were carefully pre-tested with members of the target audience and input and buy-in sought from key stakeholders in Albania.