Table 1.
Main characteristics of seven mass media campaigns to reduce unnecessary CS
| Characteristic | N | Country |
| Region | ||
| South America | 3 | Argentina, Brazil, Chile |
| Central America | 1 | Puerto Rico |
| Europe | 2 | Cyprus, Italy |
| Asia | 1 | Iran |
| Formative research prior to campaign | ||
| Yes | 1 | Iran |
| No | 6 | Argentina, Brazil, Chile, Cyprus, Italy, Puerto Rico |
| Pretesting of messages | ||
| Yes | 1 | Iran |
| No | 1 | Brazil |
| Unclear/ no information | 5 | Argentina, Chile, Cyprus, Italy, Puerto Rico |
| Target audience | ||
| Reproductive age & pregnant women | 1 | Italy |
| General public | 6 | Argentina, Brazil, Chile, Cyprus, Iran, Puerto Rico |
| Communication strategies | ||
| Direct* | 2 | Argentina, Brazil |
| Indirect† | 7 | Argentina, Brazil, Chile, Cyprus, Iran, Italy, Puerto Rico |
| Both | 2 | Argentina, Brazil |
| Communication channels | ||
| Written material | 3 | Cyprus, Italy, Puerto Rico |
| Radio | 1 | Argentina |
| TV (open, paid, or close-circuit) | 4 | Argentina, Cyprus, Italy, Iran |
| Internet and social media | 5 | Argentina, Brazil, Chile, Italy, Puerto Rico |
| Celebrities/ famous spokespersons | ||
| Yes | 4 | Argentina, Chile, Cyprus, Puerto Rico |
| No | 3 | Brazil, Iran, Italy |
| Duration of campaign | ||
| range (min-max) | 7 days - 34 months | |
| less than 1 month | 2 | Argentina, Iran |
| 1–11 months | 2 | Chile, Cyprus |
| 12–34 months | 2 | Brazil, Italy |
| Unclear/ No information | 1 | Puerto Rico |
| Outcome measured | ||
| None | 5 | Argentina, Chile, Cyprus, Italy, Puerto Rico |
| Knowledge about CS / VD | 2 | Brazil, Iran |
| Attitude toward CS /VD | 2 | Brazil, Iran |
| Preference for CS / VD | 2 | Brazil, Iran |
*Use of interpersonal contact (face-to-face presentations, performance and group discussions).
†Use of mass media channels (such as TV or newspaper).
CS, caesarean section; TV, television; VD, vaginal delivery.