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Volume 08 Journal of Community Medicine & Health Education Public Health Summit 2018
May 24-25, 2018
May 24-25, 2018 Osaka, Japan
4th World Congress on
Public Health, Epidemiology & Nutrition
Evaluation the impact of mass media campaign on women’s intention to mode of delivery
Nahid Akbari
Iran Medical Sciences University, Iran
Aim: The aim of this study is to evaluate the effectiveness of pre- and post-media campaign intervention to improve women’s
knowledge, attitude and intention to NVD.
Method: This study was designed pre- and post-campaign evaluation. 37 public and private maternity care randomly selected
from five areas of north, west, south, east and center in Tehran using multi-stage cluster sampling. 702 eligible pregnant women
who attended to maternity care randomly participated in this study. The ‘No to unnecessary CS delivery’ mass media ran in
July of 2015 for ten days and consisted of a daily 100 s television advertising with supporting print advertisements. Women’s
knowledge about the benefits of NVD and risk of CS delivery, attitude and intentions towards mode of delivery was compared
between baseline and post-intervention.
Result: Therewas a significant increase in the proportion of pregnant womenwho knew the benefit of NVDand the complication
of elected CS delivery from baseline to post-intervention (P value=0.008). Also, there was a significant higher knowledge score
was shown among respondents who viewed the media campaign than among who did not viewed it (P value=0.041). A more
positive attitude towards NVD delivery was indicated from baseline to post-campaign (P value=0.05). Also, there were a
significant increasing attitude to NVD between respondents who were viewed and those who did not. In regard to behavioral
intention on NVD, there was a significant increase in behavioral intention to have NVD between respondents who seen the
campaign and those who did not (P value=0.002).
Conclusion: Results show a public mass media campaign improve pregnant women’s knowledge, attitude and intention
towards NVD. However, long-term media interventions with normalizing birth programs might be more effective to change
intention to CS delivery especially in a culture where the potential risk of elected CS delivery have been overshadowed by
obstetrics and social pressure.
J Community Med Health Educ 2018, Volume 8
DOI: 10.4172/2161-0711-C2-036