Repositioning Contraception

“At the beginning, we had ideas about segmenting girls into two groups — ‘with child’ and ‘without child.’ But our formative research showed us that girls don’t group themselves this way. Our assumptions needed to be challenged.” — Cathreen Bukuku, Regional Operations Manager - Katavi region, TanzaniaWhat is it?

A technical presentation our Tanzania Program Manager, Edwin Mtei, shared at the 2018 International Conference on Family Planning in Kigali. The focus: how we used segmentation to target the right narratives to the right audiences in Tanzania.

How did we use it?

To share our approach to segmentation, our findings, and their impact on our program design and messaging.

Consider using it to:

Explore important components of our learning journey, including how segmentation can help you develop programs that respond to adolescents’ critical developmental life-stages.