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Federal Breastfeeding Priorities and Initiatives. The National Breastfeeding Awareness Campaign. Suzanne Haynes, Ph.D. Senior Science Advisor The Office on Women’s Health. Office on Women’s Health Initiates Campaign in June 2004.
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Federal Breastfeeding Priorities and Initiatives The National Breastfeeding Awareness Campaign Suzanne Haynes, Ph.D. Senior Science Advisor The Office on Women’s Health
Office on Women’s Health Initiates Campaign in June 2004 • Overall goal — increase the proportion of first time and low SES mothers who breastfeed their babies in: • Early postpartum period from 69% to 75% • From 33% to 50% still breastfeeding at 6 months postpartum by the year 2010 (HP 2010) • Focus on exclusive breastfeeding at initiation and for 6 months • Ad Council (www.adcouncil.org) selects campaign for sponsorship in 2002
Millward Brown Survey Questions – April to May 2004 • What do you think is the recommended number of months to exclusively breastfeed a baby, meaning baby is only fed breastmilk? • Only 1 in 4 felt that 6 months is the recommended length of time to exclusively breastfeed a baby. 15% thought the recommendation was 12 months
Survey Questions (cont.) • Babies should be exclusively breastfed for at least the first 6 months (strongly agree to strongly disagree) • Only 29% of the respondents strongly agreed that babies should be exclusively breastfed for at least the first 6 months.
Survey Questions (cont.) • How strongly do you agreethat if a baby is breastfed, s/he is less likely to get ear infections, respiratory illness, become obese, or get diarrhea? • Respondents strongly or somewhat strongly agreed that breastfeeding means fewer respiratory illnesses (50%) and ear infections (48%) but fewer saw benefits for preventing diarrhea (39%) and obesity (35%).
Rational & Emotional Dimensions Women just like you breastfeed. It is the thing to do. You can do it. You can do anything. EMOTIONAL CONFIDENCE Exclusive breastfeeding for 6 months provides a lifetime of benefits for your baby. Children who are breastfed are less likely to get a variety of illnesses or conditions. RATIONAL CONSEQUENCE
Strategic Implications It’s not an awareness issue – it’s aconversion issue Require clarityof an attainable goal forduration Need to bolster confidenceandcreatea sense ofpersonal empowerment How we speak to benefits needs to be reframedto overcomebarriers
Campaign Components & Audience June-Sept 2004 • TV — 17,488,000 people • Print — 600,000 people • Magazines — 145,000 people • Interactive media — 55,000,000 people • At a minimum — 73,233,000 people viewed/heard the PSAs in these mediums • Website — Before campaign 29,000 users/after campaign to 39,000 users per month • Warm-line calls — 140 to 262 callers per month (Please note, results do not include radio audiences—data not available)
Local Outreach: Community-Based Demonstration Projects • OWH has funded 18 community-based demonstration projects (CDPs) • The CDPs listed atwww.4woman.gov include: • Breastfeeding coalitions • Hospitals, universities • State health departments and other organizations
For More Information……. www.4women.gov/breastfeeding 1-800-994-WOMAN