The national breastfeeding awareness campaign
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Federal Breastfeeding Priorities and Initiatives. The National Breastfeeding Awareness Campaign. Suzanne Haynes, Ph.D. Senior Science Advisor The Office on Women’s Health. Office on Women’s Health Initiates Campaign in June 2004.

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The National Breastfeeding Awareness Campaign

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The national breastfeeding awareness campaign

Federal Breastfeeding Priorities and Initiatives

The National Breastfeeding Awareness Campaign

Suzanne Haynes, Ph.D.

Senior Science Advisor

The Office on Women’s Health

Office on women s health initiates campaign in june 2004

Office on Women’s Health Initiates Campaign in June 2004

  • Overall goal — increase the proportion of first time and low SES mothers who breastfeed their babies in:

    • Early postpartum period from 69% to 75%

    • From 33% to 50% still breastfeeding at 6 months postpartum by the year 2010 (HP 2010)

  • Focus on exclusive breastfeeding at initiation and for 6 months

  • Ad Council ( selects campaign for sponsorship in 2002

Millward brown survey questions april to may 2004

Millward Brown Survey Questions – April to May 2004

  • What do you think is the recommended number of months to exclusively breastfeed a baby, meaning baby is only fed breastmilk?

    • Only 1 in 4 felt that 6 months is the recommended length of time to exclusively breastfeed a baby. 15% thought the recommendation was 12 months

Survey questions cont

Survey Questions (cont.)

  • Babies should be exclusively breastfed for at least the first 6 months (strongly agree to strongly disagree)

    • Only 29% of the respondents strongly agreed that babies should be exclusively breastfed for at least the first 6 months.

Survey questions cont1

Survey Questions (cont.)

  • How strongly do you agreethat if a baby is breastfed, s/he is less likely to get ear infections, respiratory illness, become obese, or get diarrhea?

    • Respondents strongly or somewhat strongly agreed that breastfeeding means fewer respiratory illnesses (50%) and ear infections (48%) but fewer saw benefits for preventing diarrhea (39%) and obesity (35%).

Rational emotional dimensions

Rational & Emotional Dimensions

Women just like

you breastfeed.

It is the thing

to do.

You can do it.

You can do anything.



Exclusive breastfeeding for 6 months

provides a lifetime of benefits for your baby.

Children who are breastfed are less likely to get a variety of illnesses or conditions.



It s not an awareness issue it s a conversion issue

Strategic Implications

It’s not an awareness issue – it’s aconversion issue

Require clarityof an attainable goal forduration

Need to bolster confidenceandcreatea sense ofpersonal empowerment

How we speak to benefits needs to be reframedto overcomebarriers

Campaign components audience june sept 2004

Campaign Components & Audience June-Sept 2004

  • TV — 17,488,000 people

  • Print — 600,000 people

  • Magazines — 145,000 people

  • Interactive media — 55,000,000 people

  • At a minimum — 73,233,000 people viewed/heard the PSAs in these mediums

  • Website — Before campaign 29,000 users/after campaign to 39,000 users per month

  • Warm-line calls — 140 to 262 callers per month

    (Please note, results do not include radio audiences—data not available)

Local outreach community based demonstration projects

Local Outreach: Community-Based Demonstration Projects

  • OWH has funded 18 community-based demonstration projects (CDPs)

  • The CDPs listed include:

    • Breastfeeding coalitions

    • Hospitals, universities

    • State health departments and other organizations

Community based demonstration project locations

Community-Based Demonstration Project Locations

The national breastfeeding awareness campaign

For More Information…….


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