The NSDP Communication Campaign consists of two components—airing of a TV drama serial “Enechhi Shurjer Hashi” and the Local Level BCC (Behavioral Change Communication) Activities.

Objectives of the evaluation were to: 

• verify and confirm if local level bcc activities were conducted as planned

• ascertain the proportion of target people who had exposure to the drama serial
• ascertain the proportion of target people who had exposure to local level BCC activities and materials
• ascertain the impact of the campaign on the flow of people seeking services from Smiling Sun clinics by exposure to BCC activities and the drama serial and by both exposures combined
• ascertain the impact of the campaign on knowledge of, and perception of quality of, services available at Smiling Sun clinics
• ascertain the reasons for seeking and not seeking services from Smiling Sun clinics by exposure to the drama serial and by exposure to local level bcc activities

The evaluation was carried out by collecting data about a sample of 36 Smiling Sun clinics covered by local-level BCC activities. Out of the 36 clinics, 18 clinics were selected from rural areas and the other 18 from urban areas. Again, out of the 18 rural clinics, 6 were selected from among the clinics with low levels of clinic performances, 6 from among the clinics with medium levels of performances, and 6 from among the clinics with high levels of performance. The urban clinics were selected in a similar way. Thus, the sample was drawn in six strata classified by rural-urban areas and the clinic performance levels, with 6 clinics selected from every stratum. In a rural stratum, out of the 6 clinics, 2 were static clinics and 4 satellite clinics. In an urban stratum, 3 out of the 6 clinics were static clinics and 3 satellite clinics. Thus a total of 10,800 interviews were carried out in five rounds of 2,160 interviews each.

The evaluation project was awarded by the NGO Service Delivery Program, Dhaka, Bangladesh and funded by USAID.