IMPACT OF A MASS-MEDIA VASECTOMY PROMOTION CAMPAIGN IN BRAZIL

A mass media campaign to promote vasectomy in three Brazilian cities ( Sao Paulo, Fortaleza and Salvador) consisted of prime-time television and radio spots, the distribution of fivers, an electronic billboard a nd public relations activities. Clinic data indicate that the monthly mean number of vasectomies initially increased during the six-week cam paign by 108% in Fortaleza, by 59% in Salvador and by 82% in Sao Paulo . An in-depth analysis of the Sao Paulo clinic data indicates that dur ing the campaign, television replaced personal sources as the dominant source of referrals among men who made telephone inquiries to the cli nics. A regression analysis based on Sao Paulo clinic records for 12 y ears confirmed that periodic mass media promotions helped alleviate bu t did not halt the general downward trend in clinic volume over time. Increases in the cost of vasectomy and in alternative sources for the operation contributed to the lower volume.