Breastfeeding promotion efforts: why some do not work

The failure of a breastfeeding promotion effort to take root is traced to lack of administrative support and its consequences. For example, although staff training sessions were held, they were not mandatory and attendance was poor. There was no supervisory reprimand for staff who did not implement breastfeeding policies and practices. The program followed the steps for instituting change but failed and the lessons of its failure suggest that administrative backing is particularly important.