Table 2.

Description of Zika public health dissemination campaign materials’ main messages by main perceived audience and existence of female figure and male figure; Brazil, May 2016–August 2017. N = 188.

Source: Communication campaigns pieces downloaded from public resources at each institutional website (Ministério da Saúde, MG State, PE State, Townhouses of Belo Horizonte and Recife)

Main audience*	Eliminate standing water	Seek health care	Special care during pregnancy	Pregnancy counseling	Condom use or contraception	Microcephaly	Information about Zika symptoms	Personal protection against bites	Other
General public	35	6	3	0	0	9	12	3	7
Person responsible for household	31	2	0	0	1	2	4	2	0
Women	13	9	13	6	2	11	5	12	0
Female figure (woman or pregnant)
No	51	7	4	1	1	9	13	4	7
Yes	28	10	12	5	2	13	8	13	0
Male figure
No	55	10	10	5	1	14	15	10	0
Yes	24	7	6	1	2	8	6	7	1
Total	79	17	16	6	3	22	21	17	7

^aPieces coded according to most relevant perceived audience