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Table 1 Pilot SMS texts presented to participants

From: “Friendly reminder: hi! It is that time again ☺”: understanding PMTCT care text message design preferences amongst pre- and post-partum women and their male partners

Message Type (FGD type)b Englisha Message Characteristics
ART Adherence (Women & Male) *“Friendly Reminder: Hi! It is that time again ☺” Low verbal immediacy, cheery tone, positive appeal, ambiguous source
*“Happy baby” Low verbal immediacy,, positive appeal, ambiguous source
*“Good health is priceless” High verbal immediacy, positive appeal, health professional source
“Live strong, live long!” Low verbal immediacy,, positive appeal, ambiguous source
“Thank you, mama.” Low verbal immediacy, friendly tone, ambiguous source
ART Adherence (Male) “Healthy mama = Healthy baby” Low verbal immediacy, informative tone, emotional appeal, health professional source
Antenatal Attendance (Women) *“This is a reminder that your appointment is on [date].” High verbal immediacy (Explicit date) informative tone, health professional source
*“Happy Baby Talk. [dd/mm/yy]”. High verbal immediacy (Explicit date) informative tone, emotional appeal, ambiguous source
Antenatal Attendance (Male) *“Your partner’s appointment is on [date]...attend with her if you can” High verbal immediacy (Explicit date) informative/instructive tone, health professional source
*“Father of the coming baby [date]” High verbal immediacy (Explicit date) informative tone, ambiguous source
*“Help her help the baby! [date]” High verbal immediacy (Explicit date) urgent tone, emotional appeal, ambiguous source
Facility-based delivery (Women and Male) *“The baby will be born this week, start panning early [date]” High verbal immediacy, informative/instructive tone, health professional source
“Little by little fills the container/pot” Low verbal immediacy, positive appeal, ambiguous source
“Investment does not rotten/get spoiled” Low verbal immediacy, serious tone, ambiguous source
  1. aAll messages presented to participants in both English and Swahili.bMessages preferred by women are in Bold face font, while content preferred by male partners are noted with a “*”