WEBVTT

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[High-pitched shrill music]

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[Family Planning Communication]

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[Mass Media and Field Work]

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[Ancient ruins]

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[Narrator:] Once upon a
time, family planning

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was accomplished by
war, pestilence, famine.

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Iran was no exception,
but that was long ago.

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[Truck engine]

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[Indiscriminate chatter]

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Today Iran is developing fast.

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At the same time, its
population is growing,

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its growth rate one of
the highest in the world.

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[Children laughing]

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But Iran is a land
without water,

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which simply cannot sustain a
population multiplying at such

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a speed.

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[Music]

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[Traffic sounds]

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Here a new
realization that there

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can be no successful
national development

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plan without the
individual family plan.

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Within its own framework
for development,

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Iran has set up a special
department and unit

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to promote the concept and
acceptance of family planning.

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[Indiscriminate chatter]

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The ancient capital
of Iran is Esfahan,

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in the heart of the country, the
setting for a family planning

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communication project
with lessons for everyone.

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The province of Esfahan
is typical of this country

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of more than 50,000
villages, where nearly all

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of Iran's multiplying population
lives, works, and is born.

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[Vehicle approaching]

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Stage one, get services
out to the people.

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[Aid workers in a vehicle]

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[Vehicle stops, brakes squeak]

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Make it possible for family
planning advice and facilities

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to be available in the rural
areas as well as in the cities.

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[Footsteps]

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Establish health
centers and clinics

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out there in the
countryside, where

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advice and instruction on family
planning method and procedure,

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a supply of contraceptives,
and clinical assistance

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can be made available for
the entire rural population.

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Stage two, communication.

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[Clinic worker
discussing services]

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[Narrator:] The Esfahan
Communication Project

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recorded a more than 60 percent
increase in family planning

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acceptance.

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[Clinic worker
discussing services]

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[Narrator:] What overcame
traditional fear and prejudice?

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What got these women
here in the first place?

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Let's ask them.

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[Clinic patient]

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[Interpreter:] I heard
about it on the radio

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[Clinic patient 2]

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[Interpreter:] A health
worker called on me.

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[Clinic patient 3]

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[Interpreter:] A friend told me.

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[Clinic patient 4]

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[Interpreter:] Saw something
about it in the newspaper.

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[Clinic patient 5]

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[Interpreter:] There was
a talk on the radio.

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[Clinic patient 6]

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[Interpreter:] Saw a
poster in the street.

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[Public address system
broadcasting a message]

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[Narrator:] Here was a
successful mass media campaign.

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[Public address system
broadcasting a message]

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Successful because it
was founded on research

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into the attitudes and
beliefs of the community.

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[Public address system
broadcasting a message]

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Its messages were developed
on the basis of this research.

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[Street traffic sounds]

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[Men looking at
a message board]

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Its materials pre-tested
before being finally used.

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[Message board pamphlet]

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The first three
months of the campaign

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were devoted to an
extensive radio campaign.

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[Announcer speaking Farsi]

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[Narrator:] The family
planning slogan

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that two children are better
and contraceptive methods safe

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went out over the air
eight or more times a day.

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[Announcer speaking Farsi]

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[Broadcasts over radio]

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[Narrator:] 1,500
women who had recently

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had babies received an
envelope containing information

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on family planning, inviting
them with their friends

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to a clinic.

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[Printer thrashing]

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Thousands of advertisements
were printed and placed

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in newspapers.

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[Paper rustle]

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Short films were made
and shown in cinemas.

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Banners and posters
displayed in the streets.

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[Engine rumble and traffic sounds]

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Step by step, the momentum
of this mass media campaign

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was sustained.

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[Public address system]

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[Sketches related to
family planning]

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[Public address system]

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[Field worker indiscriminate chatter]

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[Narrator:] Constant
interaction feedback

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between communicators
and field workers.

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[Field worker]

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[Narrator:] Essential to success,
the simultaneous training

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of more field workers
from amongst the people

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themselves, like
granny midwives,

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ladies who had more pregnancies
in the past than they

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now to be desirable
or even necessary

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for another generation.

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[Man arrives on bicycle
to a meeting]

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[Clicking]

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[Village leader
speaking to the group]

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[Narrator:] Village
leaders can be family

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planning field workers too.

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[Village leader
speaking to the group]

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[Narrator:] Once they accept
new attitudes and ways of life,

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then they in turn can
influence the entire community.

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[Village leader
speaking to the group]

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[Narrator:] Health, agricultural,
educational extension workers

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in development projects all can
and should be family planning

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communicators.

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[Teacher:] [?]

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[Narrator:] In adult
literacy classes,

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as you learn to read
and write, so too you

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can learn the need
for smaller families.

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[Teacher:] [?]

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[Women listening]

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[Teacher:] [?]

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[Field worker reviewing
recruitment list]

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[Narrator:] In this campaign
in Esfahan, a payment of money

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is made to everyone who can
introduce a new acceptor.

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[Speaker 1:] [?]

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[Footsteps]

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[Narrator:] No charge
to the acceptor.

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A gynecologist
supervises the training

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of doctors paid according to
the prescription or service they

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provide, contracts
negotiated with doctors

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to provide family
planning services.

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But constant reinforcement
over a long period

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is still and always will be
necessary to ensure that once

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an acceptor always an acceptor.

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Extension personnel,
field workers,

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must go on knocking
at those doors,

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keeping in touch, maintaining
contact face-to-face.

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[Printer thrashing]

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[Announcer speaking Farsi]

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[Public address system]

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[Printer thrashing]

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[Narrator:] Reinforcement
and expansion.

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[Stamp thudding]

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As television
arrives on the scene

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to join with radio as another
arm of the mass media,

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so another channel opens up for
family planning communication

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and feedback.

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[Television male host]

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[Television female guest]

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[Viewers watching a televison]

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[Narrator:] The
field workers make

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the program director aware of
the thinking in the community.

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[Television female guest:] [?]

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[Viewer:] [?]

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[Narrator:] The director in
turn informs the broadcasters.

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[Television female guest:] [?]

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[Vehicle engine roars]

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[Music]

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[Narrator:] There are many
things to learn from Esfahan.

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[Music]

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The use of commercial channels
to reach remote villages

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with contraceptive supplies.

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[Music]

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[Clinic worker and patient]

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The use of mobile
units to provide

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a contraceptive service, whether
it be a uterine insertion

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or a vasectomy.

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[Music]

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[Doctor discussing vasectomy]

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[Vehicle rumble]

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[Family planning center]

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The coordination of health
services with family planning.

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Contracting with
qualified doctors.

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[Doctor:] [?]

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[Music]

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[Narrator:] Selecting and
training field workers

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and using local people to
promote family planning.

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[Music]

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[Village leader
speaking to the group]

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[Radio announcer:] [?]

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[Narrator:] But the need to
integrate field work and field

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workers with your
mass media campaign

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is the great lesson of Esfahan.

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Two children are better and
contraceptive methods safe.

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[Radio announcer:] [?]

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[Narrator:] But by itself
the message isn't enough.

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[Radio announcer:] [?]

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[High-pitched shrill music]

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[Written and directed by: Peter Hopkinson] [Photographed by Lewis McLeod]

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[Edited by: John Hackney] [Dubbing mixer: Richard King]

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[Sound recording and production management: World Wide Pictures]

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[A UNESCO film]

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[Produced by: Peter Hopkinson Associates 1974]

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[Fade to black]

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[BEEPING]