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Updating the USDA National Breastfeeding Campaign Workshop Summary (2011) / Chapter Skim
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5 Responses and Concluding Remarks
Pages 75-82

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From page 75...
... Nutrition Branch and is recognized internationally for his work on breastfeeding policy, among other topics. The second responder was William Smith, editor of Social Marketing Quarterly, who has more than 40 years of experience in behavior change, social marketing, and community building.
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From page 76...
... In 2007 respondents actually felt a little less comfortable than those in 1999 when seeing women breastfeed in public. Similarly, Grummer Strawn noted that the two-year National Breastfeeding Awareness Campaign did not show any significant changes in beliefs about breastfeeding.
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From page 77...
... can make to support breastfeeding through an evidencebased social marketing campaign and to leverage resources. For example, rather than creating a social media strategy to compete with existing and successful initiatives, the USDA could determine how to leverage or support
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From page 78...
... Smith suggested developing a brand extension, perhaps "Loving Support Plus," to use going forward. Following a very traditional social marketing and marketing technique, new elements could be added to the current campaign.
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From page 79...
... Adding a focus on exclusive breastfeeding to Loving Support would require addressing factors that include targeting mothers within the first few days after they give birth, training for medical students, and understanding the health implications of complementary feeding. • Market segmentation: A variety of different factors should be taken into account: ethnicity, whether a mother has already given birth or if this is the first time, the age of the mother, acculturation, and so on.
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From page 80...
... suggests changing the "default systems" so that people gradually adopt more health ful behaviors; this would be a useful way to discuss how far to go in promoting breastfeeding and discouraging formula feeding. • Evaluation: Formative, process, and outcome evaluations are all crucial, Pérez-Escamilla said.
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From page 81...
... Smith suggested focusing on what is hap pening with breastfeeding, not on demonizing choices. Pérez-Escamilla said he wanted to close by highlighting the very relevant issue of finding out how best to "nudge" women away from formula into breastfeeding.
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