BMC Public Health 2007, 7:352 http://www.biomedcentral.com/1471-2458/7/352 Table 5: Estimates of the impact of program exposure on the odds of condom use during last intercourse, female sample OR (95% CI) Total exposure Radio programs TV programs Exposure Total Radio programs TV programs Age Religion (ref: Protestant) Catholic Other Residence (ref: rural) Capital Other urban Education (ref: No formal education) Primary Secondary & higher Number of partners past 12 months Perceived AIDS risk (ref: None) Small Moderate High + has AIDS Wants child in next 2 years Last partner was casual Constant ORD Pseudo-R2 0.964*** (0.955 – 0.973) 0.964*** (0.955 – 0.973) 1.006 (0.968 – 1.046) 0.890 (0.733 – 1.081) 0.656 (0.338 – 1.272) * 1.341* (1.026 – 1.753) 0.942 (0.762 – 1.165) *** 1.223 (0.928 – 1.612) 2.490*** (1.830 – 3.387) 5.111*** (3.996 – 6.538) *** 0.920 (0.739 – 1.145) 0.617*** (0.501 – 0.759) 0.495*** (0.398 – 0.617) 0.529*** (0.419 – 0.668) 1.095 (0.595 – 2.015) 0.075*** (0.048 – 0.119) 1.04 9.3%*** 1.004 (0.950 – 1.061) 0.890 (0.733 – 1.081) 0.656 (0.338 – 1.272) * 1.357* (1.053 – 1.750) 0.949 (0.773 – 1.166) *** 1.225 (0.929 – 1.615) 2.509*** (1.848 – 3.406) 5.109*** (3.994 – 6.535) *** 0.920 (0.739 – 1.145) 0.617*** (0.501 – 0.759) 0.496*** (0.398 – 0.617) 0.529*** (0.419 – 0.668) 1.094 (0.594 – 2.013) 0.075*** (0.048 – 0.119) 1.02 9.3%*** 1.017 (0.940 – 1.100) 0.964*** (0.955 – 0.973) 0.890 (0.733 – 1.081) 0.655 (0.338 – 1.271) * 1.326* (1.004 – 1.752) 0.937 (0.756 – 1.161) *** 1.226 (0.931 – 1.614) 2.489*** (1.839 – 3.369) 5.112*** (3.996 – 6.539) *** 0.919 (0.739 – 1.144) 0.616*** (0.501 – 0.759) 0.496*** (0.398 – 0.617) 0.529*** (0.419 – 0.668) 1.094 (0.594 – 2.012) 0.076*** (0.048 – 0.119) 1.05 9.3%*** Significance: *: p < 0.050; **: p < 0.010; ***: p < 0.001 doms also increased the likelihood of condom use in last intercourse (OR = 1.23). In the male sample the ORD-s are slightly higher with val- ues of 1.71, 1.82, 1.26, and 1.87, respectively for total pro- gram exposure, exposure to radio programs, exposure to TV programs, and exposure to Maximum messages. In other words, men with the highest levels of exposure are 26–87% more likely than those with the lowest levels of exposure to have used a condom in last intercourse. For men, the likelihood of having used a condom in last intercourse decreases slightly with age and with the desire to have a child in the near future. The likelihood is higher for males who had a larger number of sexual partners, and whose last partner was a casual partner. Discussion The purpose of this paper was to assess the reach of selected social marketing and reproductive health com- munication activities in Zambia, and to assess their impact on condom use. Specifically, we examined the reach and impact of several radio and television programs on family planning and HIV prevention, as well as the reach of communication for the social marketed Maxi- mum brand condoms. Our study is subject to several limitations. As in most studies, the measures of campaign recall and behavioral outcomes in this study are based on self-reported infor- mation, and therefore subject to recall errors and report- ing biases. We also acknowledge that the goodness of fit of our models is low. Also, because our data are restricted to the main health communication campaigns, we are unable to assess the reach and impact of the total spec- trum of health communication campaigns in Zambia. Despite these limitations, our study yield several impor- tant findings. Exposure to the reproductive health-related radio and television programs examined appears to have been very high. The most popular radio program was Your Health Matters, which produced 58% recall among males and 36% among females. Recall was also high for the radio programs Our Neighborhood and AIDS and the Fam- ily, which were heard by over one third of respondents. The televised version of Your Health Matters also had high recall (30% among men; 23% among women), as did X- plosion. On average, women reported recalling 1.8 of the eight programs studies, while men recalled 2.7 programs. The large majority of male respondents (75%) recalled exposure to messages about the socially marketed Maxi- mum condoms. Page 9 of 12 (page number not for citation purposes)