The effects of a breastfeeding campaign on adolescent Korean women

A sample of 412 Korean adolescent female students were surveyed to determine their attitudes, norms, and intentions toward breastfeeding. Before completing the survey, 207 of the students were exposed to a breastfeeding campaign. A panel presentation and a video stressed the importance and advantages of breastfeeding and presented breastfeeding as a positive experience for mothers. Students exposed to the campaign showed positive attitudes and norms toward breastfeeding and indicated their intent to breastfeed. The control group of 205 students who were not exposed to the campaign showed more positive attitudes and norms toward bottlefeeding and indicated their intent to bottlefeed rather than to breastfeed. Accordingly, a breastfeeding campaign can contribute to promoting positive attitudes and norms toward breastfeeding and to the positive intentions to choose breastfeeding.