Media promotion of breastfeeding : a decade"s experience

This guide reviews the breastfeeding promotion programs of more than 25 countries in an effort to determine what works and what does not, how to develop cost-effective media campaigns, how to determine a program"s effectiveness, and how to ensure long-term sustainability. Nearly all of the programs reviewed use printed materials (e.g., booklets and posters) to support the counseling of pregnant women and new mothers, but few are employing social marketing techniques to develop strategies and materials. The study found that general messages promoting the benefits of breastfeeding are not effective since they do not address the major obstacles to breastfeeding, such as difficulty in initiating and continuing breastfeeding, lack of social support, and decreased milk supply. The study also found that breastfeeding promotion should be placed within a larger institutional framework to assure permanent funding and staff and coordination with related health activities. Successful programs use media as part of a long-term promotion strategy, rather than as sporadic, short-lived campaigns, and provide training on specific skills on a continuing basis.