Main barriers and enablers of seven mass media campaigns to reduce unnecessary caesarean section
| Barriers | Enablers |
| Creation of the campaign | |
| 1. Lack of human resources and time for volunteers to create campaign (Cyprus and Chile). | 1. Involvement of communication professionals to design campaign (Brazil). |
| 2. Lack of institutional support (Chile). | 2. Support from ministry of health to allow public servants to develop the campaign during working hours (Cyprus). |
| 3. Lack of funding (Chile). | 3. Volunteer participation of celebrities in television spots (Cyprus and Argentina). |
| 4. Difficulties of volunteers to organise meetings and plan campaigns (Chile). | 4. Volunteer work of professionals in production of good quality videos (Cyprus). |
| 5. Difficulties in finding key persons who would help with creation at no cost (Cyprus). | 5. Support of other non-governmental organisations (Argentina). |
| Implementation of the campaign | |
| 1. Lack of funding to transport and display exhibit (Brazil). | 1. Trained mediators to help participants get in touch with their senses and emotions (Brazil). |
| 2. Lack of local political support to promote campaign (Brazil). | 2. Use of art to affect the sensibility of participants, to touch their hearts and not only their rational side (Brazil). |
| 3. Finding key persons who would help with dissemination without charging (Cyprus). | 3. Participation of entertainment celebrities (actresses and singers) in promotional material (Chile and Argentina). |
| 4. Opposition of professional societies, authorities and universities to a campaign that was not created by them (Chile). | 4. Avoidance of controversies and dissociation of campaign from extremist/radical groups initiatives or views (Chile and Argentina). |
| 5. Hesitancy of women to accept campaign’s message due to prevailing belief that medicalised births are safer for mother and baby (Chile). | 5. Enthusiasm and good will of volunteers in promoting campaign (Chile). |
| 6. Lack of funding for dissemination (Chile) and assessment of outcomes/effects of campaign (Argentina). | 6. Good relationships with the key media stakeholders (Italy). |
| 7. No charge from owners of communication channels to disseminate campaign spots (Argentina). | |