Journal of Community Medicine & Health Education
Open Access

Abstract

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: There was a significant increase in the proportion of pregnant women who knew the benefit of NVD and 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. akbari1420@gmail.com

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