India Reach & Recall Surveys

Title: India Reach & Recall Surveys
Principal Investigators: Andy Bhanot and Rahul Dutta
Timeline: June 2019 - December 2019


In India, SHOPS Plus aims to increase the use of family planning, maternal, neonatal, and child health, and tuberculosis treatment products and services among the urban poor by harnessing the potential of the private sector and catalyzing public-private engagement. In the area of child health, SHOPS Plus has rolled out mass media and digital campaigns and community events to promote the stocking and use of oral rehydration salts and zinc for immediate treatment of childhood diarrhea. In family planning, SHOPS Plus has rolled out mass media and digital campaigns as well as workplace interventions to promote the use of oral contraceptive pills.

SHOPS Plus conducted reach and recall surveys to assess the reach and recall of the campaigns on oral rehydration salts and zinc, and oral contraceptive pills.


  • To measure exposure to the campaign launched by SHOPS Plus project
  • To measure recall of key messages among those exposed
  • To gauge audience reactions to campaign messages
  • To measure action taken or intention to take action among those exposed
  • To understand attitudes towards the products being promoted


Data collectors visited households to conduct face-to-face quantitative surveys (using a structured questionnaire) of primary caregivers of children under 5 (child health) and married couples aged 18-29 (family planning) in SHOPS Plus target geographies (urban areas in Assam, Delhi, Chhattisgarh, Jharkhand, Odisha and Uttarakhand).

SHOPS Plus used the results of the surveys to inform additional digital campaigns and interpersonal communication activities for ORS/zinc and oral contraceptive pills.

Status: Completed
Last updated: September 2020

Learn more about our work in India, child health, family planning, tuberculosis, and public-private engagement

See other SHOPS plus studies. 



Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

Sign-up for our newsletter to get the latest updates from SHOPS Plus