Background: Access to trusted health information has contribution to improve maternal and child health\noutcomes. However, limited research to date has explored the perceptions of communities regarding credible\nmessenger and messaging in rural Ethiopia. Therefore, this study aimed to explore sources of trusted maternal\nhealth information and preferences for the mode of delivery of health information in Jimma Zone, Ethiopia; to\ninform safe motherhood implementation research project interventions.\nMethod: An exploratory qualitative study was conducted in three districts of Jimma Zone, southwest of Ethiopia, in\n2016. Twelve focus group discussions (FGDs) and twenty-four in-depth interviews (IDIs) were conducted among\npurposively selected study participants. FGDs and IDIs were conducted in the local language, and digital voice\nrecordings were transcribed into English. All transcripts were read comprehensively, and a code book was\ndeveloped to guide thematic analysis. Data were analyzed using Atlas.7.0.71 software.\nResult: Study Participants identified as Health Extension Workers (HEWs) and Health Development Army (HDA) as\ntrusted health messengers. Regarding communication channels, participants primarily favored face-to-face/\ninterpersonal communication channels, followed by mass media and traditional approaches like community\nconversation, traditional songs and role play.\nIn particular, the HEW home-to-home outreach program for health communication helped them to build trusting\nrelationships with community members; However, HEWs felt the program was not adequately supported by the\ngovernment.\nConclusion: Health knowledge transfer success depends on trusted messengers and adaptable modes. The\nfindings of this study suggest that HEWs are a credible messenger for health messaging in rural Ethiopia, especially\nwhen using an interpersonal message delivery approach. Therefore, government initiatives should strengthen the\nexisting health extension packages by providing in-service and refresher training to health extension workers.
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