The purpose of the study was:

• To examine media coverage and media habits in order to establish the relative importance of different media for sub-groups of the target audiences and 
• To assist in determining the media timing and placement of educational/motivational messages to achieve their maximum reach and impact.

 It was a national level sample survey, had a complex design and a voluminous workload involving interviewing about 4,500 respondents as per a questionnaire consisting of 9 modules.

This study was jointly sponsored by the UNICEF, the Johns Hopkins University, and the SMC.