Table 3.
Main characteristics of the creation and implementation of seven mass media campaigns to reduce unnecessary caesarean section
| Characteristics | Argentina (2009) |
Brazil (2015–2017) |
Chile (2014–2015) |
Cyprus (2014–2015) |
Iran (2016) |
Italy (2010–2011) |
Puerto Rico (2012–2013) |
| Main creator | NGO (RELACAHUPAN Argentina) |
Minas Gerais Federal University and Belo Horizonte Health Department | NGO (RELACAHUPAN Chile) | Council of Midwives Committee | Multiprofessional expert panel | NGO (ONDa), WHO, National OB-GYN Association and female parlamentarians | Student association, Puerto Rico University Public Health School |
| Authorities involved in creation/support of campaign | No | Local health department, MoH and local professional association | No | National and local professional association and MoH | No | WHO, National Professional Association and parliamentarians | No |
| Main funding | Mama Cash (international feminist organisation) and voluntary work (for dissemination) | International, national and local scientific funding agencies, MoH and PAHO | Mostly voluntary work | Mostly voluntary work | Iran University of Medical Science | WHO Partnership for Maternal, Newborn & Child Health | NI |
| Type of intervention | Part of multicomponent intervention | Part of multicomponent intervention | Isolated intervention | Isolated intervention | Isolated intervention | Part of multicomponent intervention | NI |
| Design | |||||||
| Theory used | No | Yes | No | No | Yes | No | NI |
| Formative research | No | No | No | No | Yes | No | No |
| Communication experts involved | Yes | Yes | No | Yes | Yes | Yes | NI |
| Pretesting | No | No | No | No | Yes | No | NI |
| Target public | General public | General public | General public | General public | General public | Women (pregnant and not pregnant) |
General public |
| Medium | |||||||
| Type of communication | Direct: group discussions in hospitals/public spaces Indirect: radio and video spots on closed TV in public transportation, internet (YouTube), poster and mailing lists |
Direct: itinerant exhibition Indirect: internet channels |
Indirect: five video clips posted on Internet channels | Indirect: spot on open TV, posters and pamphlets | Indirect: spot on open TV | Indirect: spot on open and paid TV, internet channels, women’s magazines and pamphlets | Indirect: video, informative posters and pamphlets on internet channels |
| Celebrities involved | Yes (actress) | No | Yes (actresses) | Yes (singer, actresses and first lady) | No | No | Yes (actors, singers and musicians) |
| Intensity | NI | NI | NI | NI | Open TV: 10 consecutive days | Paid TV: 3 times/day, 4 days/1 month. Open TV: 3 times/day, 15 days/1 month | NI |
MoH, ministry of health; NGO, non-governmental organisation; NI, no information; ONDa, National Observatory for Women's Health; PAHO, Pan American Health Organisation; RELACAHUPAN, Red Latinoamericana y del Caribe para la Humanización del Parto y el Nacimiento; TV, television.