Table 1 Example draft messages from each category for gain and loss framed messages

Antenatal care schedule

For normal pregnancy, experts recommend 8 antenatal contacts. If you follow recommended and regular antenatal care visits, you and your baby will be best protected

For normal pregnancy, experts recommend 8 antenatal contacts. If you do not follow recommended and regular, antenatal care visits, you and your baby will not be best protected

Nutrition

Eating a balanced diet with high of whole grains, vegetables, fruits, low fat dairy, and lean protein to remains healthy and have a healthy baby

If you don’t eat a balanced diet with high of whole grains, vegetables, fruits, low fat dairy, and lean protein, your chance of illness and having ill baby will increase,

Lifestyle modification

Avoiding unwashed vegetables and fruit, raw milk, processed/packed food for your health and your baby

Consuming unwashed vegetables and fruit, raw milk, processed/packed food can make you ill

Danger sign

If you contact health worker when you notice decreased or lost fetal movement, you can learn what is abnormal and get early treatment

If you don’t contact health worker when you notice decreased or lost fetal movement, you cannot learn what is abnormal and do not get early treatment

Birth preparedness

By having 2 clothes ready to 1 to dry and 1 to wrap after birth, you will take advantage of keeping your baby warm so that he/she will be healthy

By failing to have 2 clothes ready to 1 to dry and 1 to wrap after birth, you won’t take advantage of keeping your baby warm so that he/she will become ill

Breastfeeding practices

Choosing to put your new baby to the breast in the first hour he/she is born will in increases a baby’s protection from many diseases and illnesses

Failing to put your new baby to the breast in the first hour he/she born will lowers a baby’s protection from many diseases and illnesses

Newborn care

If you sponge the cord with clean water, leave it uncovered to dry and put nothing on it, you will prevent cord infection which make your baby very ill

If you don’t sponge the cord with clean water, covered it and put anything on it, you will not prevent cord infection which make your baby very ill

Child immunization

By vaccinating your child according to a schedule, you will take advantage of your child protection against contracting many diseases

By not vaccinating your child according to a schedule, you will fail to protect your child against contracting many diseases

Laboring

Strong contractions and jelly like substance on underwear are a sign of labor. By going to health facility on time, you will have better pregnancy outcome

Strong contractions and jelly like substance on underwear are a sign of labor. Failing to go to health facility on time, may lead to bad pregnancy outcome

Postnatal care

One of the greatest advantages of going to health facility when there are severe headaches, blurred vision and high fever after child birth is saving oneself

One of the greatest disadvantages of not going to health facility when there are severe headaches, blurred vision and high fever after child birth is failing to saving oneself