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For more than 30 years, CCP’s applied research has been used to develop and implement programs in response to real-world challenges.
We start with the desired outcome, then conduct research to determine what barriers need to be overcome and what factors might facilitate that change. The evidence-based solutions that result are practical and grounded in the everyday lives of stakeholders. Our methods mean we are constantly monitoring our work, determining which pieces are successful and why – and which pieces need more tweaking.
What we learn is carried forward into the next project and shared in other settings. It is this incremental improvement, the constant updating of knowledge and skills, and our belief in the portability and adaptability of our approach that sets CCP apart and makes us the go-to center for applied research in communication.
This applied research takes many forms from co-creating through human-centered design to real-time monitoring through digital data platforms to more conventional qualitative and quantitative approaches for getting to the bottom of some of the world’s most pressing problems.
In the Philippines, research analyzed by CCP found a group they called delayers: Young sexually active women and couples who want to have a child someday but not yet. Most family planning program messaging for young Filipinos focused on spacing between births or limiting births, but not on delaying the first birth. Many of the delayers weren’t fully aware of their options to use family planning methods even if they were just not ready to have children yet.
CCP created the It’s OK to Delay campaign, which provides the information that delayers need to achieve their goal of waiting to have children. The campaign reached more than 19 million people since its launch in 2021. One element of the campaign is “That Tita (That Auntie),” an original comedy video series about a newly married couple and their meddling extended family, navigating their journey of deciding which family planning method is best for their lifestyle and changing social norms to allow young people to wait before starting their families.
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