We examine the effectiveness of the Smiling Sun multimedia health communication campaign in encouraging women to use family health services in rural Bangladesh. We control for endogenous program placement and address the potential endogeneity of self-reported campaign exposure in health behavior equations by estimating a set of exposure, contraceptive use, and antenatal care equations by full information maximum likelihood (FIML). Relative to the exposure effect of 3.7 percentage points in the simple model of contraceptive use, the exposure effect in the FIML model is a larger 5.1 percentage points, corresponding to as many as 40,000 additional users of family planning.