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🗞️   Perceived acceptability, barriers and enablers in implementing mobile phone messaging-based message-framing intervention for improved maternal and newborn care in Jimma Zone, Ethiopia: a qualitative study

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Objective To explore the perceived acceptability, barriers and enablers in implementing mobile phone messaging-based message-framing interventions to improve maternal and newborn care in Jimma Zone, Ethiopia. Design A qualitative study employing thematic analysis of data collected through in-depth interviews (IDIs) and key informant interviews (KIIs). Setting The study was conducted in Dedo, Shabe Sombo and Manna districts of Jimma Zone. Participants We conducted 12 IDIs and 14 KIIs with pregnant women, male partners, health extension workers, healthcare providers and Ethio-Telecom experts across the three districts. Thematic analysis was used to identify patterns and themes in the data. Intervention Mobile phone messaging-based interventions using gain-framed and loss-framed messages were explored for their potential to ...

BMJ     May 17, 2025