The Association of a Large-Scale Television Campaign With Exclusive Breastfeeding Prevalence in Vietnam
Tuan T Nguyen1, Silvia Alayón1, Ann Jimerson1
1At the time of this study, Tuan T. Nguyen and Nemat Hajeebhoy were with Alive & Thrive, FHI 360, Hanoi, Vietnam. Silvia Alayón, Ann Jimerson, and Jean Baker were with Alive & Thrive, FHI 360, Washington, DC. Danielle Naugle was with the Annenberg School for Communication, University of Pennsylvania, Philadelphia. Phuong H. Nguyen was with the Poverty, Health, and Nutrition Division, International Food Policy Research Institute, Washington, DC. Carol Baume was an independent consultant in Washington, DC. Edward A. Frongillo was with the Arnold School of Public Health, University of South Carolina, Columbia.
Objectives:
To examine the association between exposure to breastfeeding television spots and exclusive breastfeeding (EBF).
Methods:
We performed face-to-face interviews with 11 722 mothers of infants younger than 6 months using 5 cross-sectional surveys 6 or more months apart between 2011 and 2014 in Vietnam. Sample sizes were 2065 to 2593, and approximately 50% of participants lived in areas with (Alive & Thrive [A&T]-intensive [I]) and approximately 50% without (A&T-nonintensive [NI]) facilities offering counseling services. We analyzed data at individual and commune levels separately for A&T-I and A&T-NI areas.
Results:
Exposure to television spots was associated with higher EBF in A&T-I (odds ratio [OR] = 3.33; 95% confidence interval [CI] = 2.70, 4.12) and A&T-NI (OR = 1.31; 95% CI = 1.03, 1.67) areas. In A&T-I areas, mothers who could recall at least 1 message were more likely to report EBF. In A&T-NI areas, only recall of at least 3 messages was associated with higher EBF. In communes, 1 message recalled (mean score range = 0.3-2.4) corresponded to 17 (P = .005) and 8 (P = .1) percentage points higher EBF prevalence in A&T-I and A&T-NI communes, respectively.
Conclusions:
Mass media should be part of comprehensive programs to promote EBF.
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