Table 2 Features within a community supporting the phases of Rogers’ individual adoption process [33], and application within salon-based contraceptive uptake model

1. Exposure

Social setting with access to media

Salon as social environment with comfortable stylist-client, client-client interactions

2. Attention

Interest of family, peers, and other significant persons

Salon stylists as individuals trusted by clients introduce contraceptive uptake to clients

3. Comprehension

Group discussion and feedback, question and answer sessions

Stylists trained in health promotion discussing contraceptives one-on-one with clients, supplemented with educational materials (e.g. posters, graphics) to facilitate client knowledge

4. Belief

Direct persuasion and social influence, actions of informal leaders

Perception among women within community of the need for and benefits of contraceptives, high stylist buy-in to salon-based contraceptive delivery

5. Decision

Group decision making, public commitments, and repeated encouragement, which build self confidence

Clients may be encouraged by others who choose to disclose individual contraceptive decision-making, and not discouraged by stylists due to stylists’ nonjudgmental approach to contraceptive use by young women

6. Learning

Demonstrated and guided practice with feedback and continued confidence, advice, and direct assistance

Guided usage and assistance through SMS reminders to refill prescriptions, support groups among those taking contraceptives