On the demand side, statements of support from national leaders and favorable publicity in the national mass media help to develop a public consensus for family planning (249, 265, 269). In a family planning program's early stages, strong endorsement from prominent national government leaders can stimulate community leaders, professional groups, and other opinion-leaders to discuss issues in public that previously were considered too sensitive or personal (219, 226, 248).

When political leaders publicly and explicitly recognize and endorse family planning, they confirm to the public that using contraception is acceptable and desirable (222, 259). Unless there is latent popular demand for family planning, however, programs are unlikely to succeed even if leaders strongly support and promote them. When political leaders promote family planning in the absence of latent demand among the people, programs can become overzealous, frequently with counterproductive results as people resist being pressured. In most countries latent demand for family planning is great, however. In these countries leadership support confirms that it is acceptable for people to use family planning.