Table 5

Assessment of effects of seven mass media campaigns to reduce unnecessary CS

CharacteristicsArgentina
(2009)		Brazil
(2015–2017)		Chile
(2014–2015)		Cyprus
(2014–2015)		Iran
(2016)		Italy
(2010–2011)		Puerto Rico (2012–2013)
Outcomes assessedNone

  1. Preference for CS.

  2. Knowledge of risks/benefits of CS.

  3. Opinion on VD.

NoneNone

  1. Knowledge about childbirth.

  2. Attitude towards VD and CS.

  3. Intended route of delivery.

NoneNone
Period of outcome assessmentNAImmediately after exhibitNANA10 days after exposureNANA
Sample assessedNA

  1. Preference for CS: n=1933 general public and n=1287 pregnant women.

  2. Knowledge of risks/benefits of CS: n=1933 general public and n=1287 pregnant women.

  3. Opinion about VD: n=17 501 visitors.

NANA466 pregnant women (194 had seen the TV spot; 272 had not seen it). All women had no previous CS, were mostly in the second and third trimesters of pregnancy, and attending antenatal care in public and private clinics in TeheranNANA
Tool used to assess effectNAWritten questionnaires immediately before and after the exhibit  Written questionnaires before and after TV campaign  
EffectsNA

  1. Decrease in preference for CS (14.7%×10.4%, p=0.006).

  2. Increase in good/very good knowledge about CS risks (50.5%×71.5%, p<0.001).

  3. Decrease in opinion that VD was very bad or bad (12.2%×1.9%, p<0.001).

NANAChanges in 194 women exposed to campaign:

  1. Increase in knowledge scores (p=0.008).

  2. Increase in attitude scores towards VD (p=0.05).

  3. Decrease in intention to deliver by CS (39.2%×24.7%, p=0.004).

  4. No changes in attitude scores towards CS.

NANA

  • CS, caesarean section; NA, not applicable; TV, television; VD, vaginal delivery.