Presentation on theme: "1 The National Breastfeeding Awareness Campaign Suzanne Haynes, Ph.D. Senior Science Advisor The Office on Women’s Health Federal Breastfeeding Priorities."— Presentation transcript:
1 The National Breastfeeding Awareness Campaign Suzanne Haynes, Ph.D. Senior Science Advisor The Office on Women’s Health Federal Breastfeeding Priorities and Initiatives
2 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 (www.adcouncil.org) selects campaign for sponsorship in 2002
3 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
4 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.
5 Survey Questions (cont.) How strongly do you agree that 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%).
6 Rational & Emotional Dimensions RATIONAL EMOTIONAL CONFIDENCE CONSEQUENCE You can do it. You can do anything. Women just like you breastfeed. It is the thing to do. 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.
7 It’s not an awareness issue – it’s a conversion issue Strategic Implications How we speak to benefits needs to be reframed to overcome barriers Need to bolster confidence and create a sense of personal empowerment Require clarity of an attainable goal for duration
8 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)
9 Local Outreach: Community-Based Demonstration Projects OWH has funded 18 community-based demonstration projects (CDPs) The CDPs listed at www.4woman.gov include: Breastfeeding coalitions Hospitals, universities State health departments and other organizations