Repository of Research and Investigative Information

Repository of Research and Investigative Information

Hormozgan University of Medical Sciences

B Butterfly Campaign: A social marketing campaign to promote normal childbirth among first-time pregnant women.

(2019) B Butterfly Campaign: A social marketing campaign to promote normal childbirth among first-time pregnant women. Women and birth : journal of the Australian College of Midwives.

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PROBLEM The steep increase and inappropriateness of caesarean birth represent a healthcare problem in Iran. AIM The purpose of study was to evaluate the effect of a campaign based on social marketing to promote normal childbirth. METHOD The study was designed as a prospective case control study. The social marketing campaign was implemented from March 2016 to January 2017. A demographic data questionnaire, obstetrical history questionnaire, maternal knowledge assessment questionnaire, and maternal health belief questionnaire comprised the instruments for this study. Only women planning a caesarean birth without any medical indications for the caesarean were enrolled in the study as a case. Those who met the same inclusion criteria and did not want to participate in the campaign were assigned to the control group. FINDINGS In total, 350 first-time pregnant women who composed the campaign group (n=194) and control group (n=156) completed the study. The mean baseline level of knowledge and Health Belief Model component score did not differ between the two groups at baseline. However, after the campaign, knowledge scores, perceived severity, perceived susceptibility, self-efficacy, and cues to action scores differed significantly between the campaign and control groups. The follow-up of all participants in both groups showed that 35.6% (n=69) of participants in the campaign group chose natural birth as their birth method, whereas only 13.5% (n=21) in the control group delivered their newborn vaginally. CONCLUSION The B Butterfly social marketing campaign successfully targeted first-time pregnant women who chose to have unnecessary elective cesarean births.

Item Type: Article
Keywords: Campaign,Health Belief Model,Mode of delivery,Normal childbirth,Social marketing
Subjects: WA Public Health > WA 300-395 Health Issues of Special Population Groups
WQ Obstetrics > WQ 200-212 Reproduction. Pregnancy
Divisions: Research Vice-Chancellor Department > Fertility and Infertility Research Center
Research Vice-Chancellor Department > Social Determinants in Health Promotion Research Center
Depositing User: هدی فهیم پور

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