Initially, C-Change focused on communication activities that increase awareness of FP services in the private and public sectors, counter misconceptions about methods, and improve informed choice. The mass media campaign aimed to raise awareness of modern contraceptive products available in Albania and increase acceptance among young men and women in urban areas. The theme of the first year of the campaign was "Enjoy life, enjoy love. Use modern contraceptives... for happy moments" and appeared on a 40-second TV spot, 3 radio spots, and print materials (a poster, newspaper ad, and an outdoor billboard). In April 2010, C-Change/Albania launched a second mass media campaign "A Happy Life", building on the theme of the first campaign, including one television spot, one radio spot, and print materials in major Albania newspapers, on buses, and in other public areas. The campaign materials focused on the safety and reliability of modern contraceptives and sought to correct common misperceptions that surfaced in a baseline survey. All campaign materials were pre-tested with members of the intended audience and input and buy-in sought from key stakeholders in Albania. Click here to access all of the campaign materials.

Beginning in March 2009, the project recruited and trained teams of students to work as peer educators in clusters of student dormitories at the University of Tirana, the University of Vlorë, and the University of Elbasan. This cadre of students set out to initiate and guide discussions on reproductive health and to be a resource for young women and men seeking information about MCM. In total, 10 master trainers were trained in peer education, who then trained 174 peer educators on FP and reproductive health topics, including FP referral, and on interpersonal and negotiation skills.

Family Planning

According to C-Change, Albania has the lowest rate of use of MCM in the European region. Withdrawal is the dominant family planning method used, reportedly by 58% of respondents to the 2008 Demographic and Health Survey (DHS) Survey. Only 4% stated they used the male condom, 3% said they used female sterilisation, and 2% said they used the pill. It is widely believed that this low level of MCM use has resulted in high rates of abortions. In addition, a 2005 survey in 3 prefectures found low levels of contraceptive knowledge among both men and women of reproductive age. Among both groups, 40% had not heard of injectable contraception and 60% had not heard of intrauterine devices (IUDs). Preliminary interviews conducted by C-Change with healthcare consumers and healthcare providers revealed that both groups lack accurate information about contraceptive products and services. Shared misconceptions are likely to contribute to a low level of confidence in MCM, and this is aggravated by the low level of confidence that many healthcare consumers have in the quality of care at primary care facilities.