Strategic Communications Blueprint
This comparison of motivational drivers for women at high risk for preterm birth with women at low risk show very clearly that orientation to self, spiritual survival and physical survival are highly significant as one would anticipate with expecting mothers. A particularly revealing element of this comparison is where they are different. High-risk mothers have traded hope in terms of expectation/resolution and self assurance in terms of adaptation for higher feelings about territorial survival. This tells us how messaging should be crafted differently to women who have concerns about delivering their babies early.