Updating the USDA National Breastfeeding Campaign Workshop Summary (2011) / Chapter Skim
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3 Lessons Learned from Other Social Marketing and Breastfeeding Campaigns
3 Lessons Learned from Other Social Marketing and Breastfeeding Campaigns
Pages 33-54
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From page 33... ...
As an example of social marketing, Faye Wong discussed VERB™, a multiyear campaign that promoted physical activity in youth ages 9 to 13. Suzanne Haynes explained the National Breastfeeding Awareness campaign, which the U.S.
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From page 34... ...
To explain health communications, he referred to the Centers for Disease Control and Prevention (CDC) "wheel" (see Figure 3-1)
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Communications is just one piece of the overall social marketing idea. A meta-analysis of more than 400 health communications campaigns (Snyder, 2007)
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From page 36... ...
Behavior change should be an explicit goal or objective, and formative research should be conducted and used in design and planning. Other characteristics of effective health communications campaigns indicated by the meta-analysis are direct communications with homogeneous population groups (rather than communicating through intermediaries)
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From page 37... ...
Lefebvre said that it is important for social marketing campaign planners to involve the target audience in creating program content. He concluded by posing a series of questions for participants to consider when contemplating how to move a breastfeeding promotion campaign forward: • Could breastfeeding patterns be designed to fit people's lives?
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For example, the campaign learned to sell physical activity as a fun experience to do with friends (see Box 3-1) rather than to rely on such messages as the need to exercise to avoid heart disease or other messages that might resonate with older audiences.
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The campaign had four phases,2 each with a distinct objective: • Phase 1: Build awareness and affinity for the brand: "What is our VERB? " • Phase 2: Motivate tweens to incorporate physical activity into their everyday lives.
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Reprinted from "New media and the VERB campaign: Tools to motivate tweens to be physically ig 3-3.eps Huhman, 2008, Cases in Public F active," by M Health Communication & Marketing, 2, p.
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From page 41... ...
LESSONS LEARNED FROM THE NATIONAL BREASTFEEDING AWARENESS CAMPAIGN, 2004–2006 Presenter: Suzanne G Haynes The National Breastfeeding Awareness Campaign (NBAC)
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Haynes suggested that the WIC campaign focus on instilling "confident commitment" by reconceptualizing breastfeeding as a learned skill.
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In the NBAC's second component, 18 CDPs throughout the country implemented the campaign at the grassroots level. Funds went to increase existing services, provide outreach, train healthcare providers in breastfeeding, implement the media aspect of the campaign locally, and track breastfeeding rates.
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recommended that the WIC campaign incorporate a way to reach out to the community and bring in the resources of breastfeeding coalitions, hospitals, and other organizations. She also suggested drawing from the Infant Feeding Practices Survey and other research to conduct a detailed analysis on WIC versus non-WIC mothers.
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From page 45... ...
However, Peterson said, many states have gone beyond Loving Support in supporting breastfeeding. Thus the National WIC Association has developed six steps to meet breastfeeding goals in WIC clinics (see Box 3-2)
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The training is on the effective assessment of participants and counseling of those identified as high risk based on the Colorado WIC Program's breastfeeding Nutrition Risk Factors for Breastfeeding listed in the Nutrition Risk Factor Module that is part of the state's Level I WIC certification (Colorado WIC, 2011)
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Missouri also set up local breastfeeding coordinator mentors, recognizes breastfeeding-friendly WIC clinics, and partners with breastfeeding coalitions. A "Show Me 5" tool kit was created to assist hospitals in supporting breastfeeding initiation and continuation.
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At WIC clinics decisions about providing formula are now made with a lactation specialist, who can often resolve an issue preventing breastfeeding, rather than at check-in or at the front desk. The new food package is being promoted as an incentive to begin and continue exclusive breastfeeding, and Peterson said it has been working.
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From page 49... ...
Well-known pediatricians delivered the messages that "Breastfeeding saves money" (as this was during a time of economic crisis) and "We know what works to promote breastfeeding." At that point the Ministers of Health and Social Development approved the launching of the National Breastfeeding Promotion Program.
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Conclusions and Implications for Loving Support Social marketing played a key role in the Brazilian Breastfeeding Promotion Program and its impact on breastfeeding. Possible reasons for its
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For breastfeeding this might include ways to reach out not only to mothers, but also to workplaces, hospitals, and health care provid ers, among others. Lefebvre urged the group not to carry out just a health communications campaign.
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The chair of the House Appropriations Committee, the Honorable John Porter, was con cerned about children's poor health behaviors and strongly believed in supporting long-term health, and he championed VERB's fund ing. It became difficult to sustain the high level of appropriations support when he was no longer in office.
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) , which is a public education campaign designed to develop awareness of the daily guidelines for nutrition and physical activity.
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From page 54... ...
Presented at the Institute of Medicine Workshop on Updat ing the USDA National Breastfeeding Campaign, Washington, DC, April 26. Huhman, M
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