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New media interventions for improving maternal health literacy: An experimental study in China using animated content

Lichao Wang(1),


(1) Arts College of Wuyi University, Wuyi University, No. 358, Baihua Road, Fujian Province, Wuyishan City, 354300, China
Corresponding Author

Abstract


Maternal health literacy remains a key determinant of maternal and neonatal outcomes in China. Although traditional health communication approaches have been widely used, new media—especially animated educational content—offers a low-cost, scalable alternative. This experimental study examines the effectiveness of animated maternal-health videos in improving maternal health literacy among women of reproductive age in China. Using a randomized controlled pre-post design (N = 240), participants were assigned either to an experimental group exposed to animated content on prenatal nutrition, danger signs, and antenatal care or to a control group receiving standard text-based information. Data were collected using a validated Maternal Health Literacy Scale (Cronbach α = 0.89). Paired t-tests and ANCOVA were used to compare mean score differences. Results show a significant improvement in maternal health literacy for the experimental group (M_pre = 21.84, M_post = 32.45, t = 14.72, p < .001), while the control group showed only minimal improvement. ANCOVA confirmed that animated content remained a significant predictor of literacy after controlling for age, education, and parity (F (1,236) = 28.51, p < .001). The study concludes that animated new-media interventions can significantly enhance maternal health literacy in China, offering valuable policy implications for public health communication

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