Lessons Learned in a Breastfeeding Media Campaign
Julie L Ware1,2, Fawaz Mzayek1, Marian Levy1
11 University of Memphis School of Public Health , Memphis, Tennessee.
Summary
A media campaign in Shelby County, Tennessee, aimed to boost breastfeeding rates. While direct impacts on knowledge and practices were minimal, expectant mothers showed increased intention to breastfeed.
Area of Science:
- Public Health
- Maternal and Child Health
- Health Communication
Background:
- Breastfeeding is recognized as optimal infant nutrition, but initiation rates remain low in certain populations.
- The American Academy of Pediatrics designates infant feeding as a public health issue, not merely a lifestyle choice.
- Shelby County, Tennessee, faces disproportionately low breastfeeding rates, necessitating targeted public health interventions.
Purpose of the Study:
- To evaluate the impact of a community-based media campaign on breastfeeding knowledge, attitudes, and practices.
- To address low breastfeeding initiation rates in Shelby County through a public health initiative.
- To explore the influence of media exposure on breastfeeding intentions and beliefs.
Main Methods:
- A focus group study identified community preferences for a billboard and bus stop sign campaign.
- A media campaign was implemented in areas with the lowest breastfeeding rates.
- Pre- and post-campaign surveys assessed knowledge, attitudes, and practices among women least likely to breastfeed.
Main Results:
- No significant differences were observed in knowledge, attitudes, or practices post-campaign.
- Trends indicated increased intention to breastfeed among expectant mothers.
- Awareness of health benefits and media exposure (TV/radio) correlated with stronger beliefs in breastfeeding importance and planning.
Conclusions:
- Media campaigns may play a complementary role in promoting breastfeeding among populations with low initiation rates.
- Public health messaging highlighting infant and maternal health benefits can positively influence breastfeeding intentions.
- Targeted media strategies can reinforce the importance of breastfeeding for long-term health.
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