Table 1.

Message examples

Week	Example Text	Content Category
1	Talk to your partner about staying home in the early months. Are there ways you can get more leave?[Txt STOP to OptOut] http://www.fairwork.gov.au/leave/maternity-and-parental-leave/paid-parental-leavea	Father-partner
2	Babies come with personality dad. Getting to know my personality can make being my dad much more rewarding for you.[Txt STOP to OptOut]	Father-baby
3	Good food, good sleep and lots of exercise can really help a lot at this time. [Txt STOP to OptOut] http://raisingchildren.net.au/looking_after_yourself/looking_after_yourself.htmla	Father self-care
4	How are you going with picking names? Trying to imagine your baby’s personality is one way to start the bonding process.[Txt STOP to OptOut]	Father-baby
5	Doing it alone? This is the time to ask for support. Let family and friends know how they can help. http://raisingchildren.net.au/articles/grownups_services_and_support_nutshell.htmla	Father self-care

^aA brief version of the URL is included in the message which keeps the SMS within 160 characters and allows the tracking of the clicked links (although what a father does once he lands on the web page is not recorded)