An awareness-raising framework for global health networks: lessons learned from a qualitative case study in respectful maternity care

Table 2 Draft awareness-raising framework

A successful awareness-raising effort …	FfEC	SmartChart	Network Theory	New
...is supported by a clearly-defined strategic plan.
Define your position		X
Define the ultimate goal		X
Assess (continually) the current context and environment				X
...targets the right audience and aims to capture its attention.
Define and describe the target audience, including their readiness and core concerns	X	X	X	X
Select appropriate communication channels and expose the audience sufficiently	X	X
Stand out and be noticeable	X
...delivers a credible, understandable message.
Select a credible source and messenger	X	X	X
Craft a clear message	X
Fit the message with prior knowledge and the current context and environment	X			X
...delivers a message that influences the audience.
Provide information	X		X
Direct attention	X
Trigger norms	X		X
Change underlying values and/or preferences	X
Select overall theme and tone of message		X
Expose the audience sufficiently		X
...shapes contexts and environments.
Leverage the problems and pressures that govern behavior	X
Involve the audience	X
Use multiple channels	X
Coordinate with like-minded partners/organizations/individuals			X	X
...is supported by sufficient resources.
Identify and allocate human and financial resources		X

ISSN: 1742-4755