Wet Set
Gazette: Sept/Oct 2003
National Breastfeeding Awareness Campaign
National Breastfeeding Awareness Campaign
Ready to Launch Fall 2003
by Karen Peters, MBA, RD, IBCLC, Executive Director, Breastfeeding Task Force of Greater Los Angeles
National Breastfeeding Awareness Campaign
The Untied States Department of Health and Human Services (HHS)
Office on Women’s Health (OWH) has been funded to carry out the
recommendations of the HHS Blueprint for Action on Breastfeeding
(http://www.4woman.gov/Breastfeeding/bf.cfm?page=233) Into the
National Breastfeeding Awareness Campaign to promote breastfeeding
among first-time parents who would not normally breastfeed their
babies. The overall goal of the campaign is to increase the
proportion of mothers who breastfeed their babies in the early
postpartum period to 75% and those at six months to 50% by the year
2010 (Healthy People 2010 Goals). The campaign aims to empower women
to commit to breastfeeding and to clearly illustrate the
consequences of not breastfeeding such as a higher likelihood of
diabetes, obesity, some childhood cancers, and other illnesses.
Besides trying to raise initiation rates, the campaign will also
stress the importance of exclusive breastfeeding for six months.
Campaign Components:
Media Outreach Campaign
As a part of the National breastfeeding Awareness Campaign, a
comprehensive three-year media campaign will be launched this fall.
The Ad Council has selected the National Breastfeeding Awareness
Campaign for official sponsorship. The Ad Council is a private,
nonprofit organization that marshals volunteers from advertising and
communications industries, media facilities, and business and
nonprofit resources to deliver critical messages to the American
public. The Ad Council produces, distributes, and promotes thousands
of public service campaigns on behalf of nonprofit organizations and
government agencies in areas such as improving the quality of life
for children, preventive health, education, community well being,
environmental preservation and strengthening families. Ad Council
campaigns include “Loose Lips Sink Ships” from World War II, Smoke
the Bear, and “Friends Don’t Let Friends Drive Drunk”.
The campaign will employ state-of-the-art communication techniques
through a variety of channels and strategies such as public service
announcements (television and radio), bus stop posters, bill boards,
and educational pamphlets. Articles will be submitted to community
newspapers, parenting magazines, women’s magazines, and Web sites.
Community Based Demonstration Projects
The Breastfeeding Task Force of Greater Los Angeles is one of the
eighteen Community Based Demonstration Projects (CDPs) throughout
the country that will work in coordination with the OWH and the Ad
Council to implement the campaign at the local level. The Task Force
will answer emails and assist callers with questions and concerns
about breastfeeding. The Breastfeeding Helpline is answered in
English and Spanish, Monday through Friday form 8 am to 5 pm and is
888-278-6455. Information is available 24 hours a day on the Web
site, www.breastfeedla.org.
The Task Force will also implement the media aspects of the
campaign. It is actively seeking and developing contacts in the
media to place the public service announcements and promote
breastfeeding in community affairs programming.
Contacts and assistance with placement is welcome. The Task Force
can be reached at
psa@breastfeedla.org or
213-596-5776.
The Task Force will also
be training health care providers and outreach workers. A series of
workshops: “Breastfeed: It’s Too Important Not To” will be held this
fall throughout Los Angeles County. See the Task Force Web site
Upcoming Seminars
http://www.breastfeedingtaskforla.org/seminars/upseminars.htm.
Focus Group Research
In preparation for the campaign, extensive marketing research was
conducted. Thirty six focus groups around the county showed that the
similarities of views about breastfeeding outweighed the
differences. Low breastfeeding rates are not necessarily due to lack
of awareness. Many people appeared knowledgeable about the benefits
of breastfeeding. However, many see formula as the standard or norm
in feeding a baby. Breastfeeding is seen as having “added benefits”
or like “adding vitamins to a standard diet.” Perhaps this is
because breastfeeding is discussed in the mainstream culture: “If
you choose to breastfeed...” or “Benefits of breastfeeding
include....” Breastfeeding advocates have done a good job of making
people aware of breastfeeding.
This government campaign
is focused not on awareness, but on changing people’s behaviors. The
language will be reframed to “If you do not breastfeed, your child
is more as risk for childhood cancers, diabetes, ear infections,
obesity...,” People will see that there are consequences associated
with not breastfeeding..
How long should the baby
be breastfed? When asked, the focus group participants’ answers
spanned two months to two years. This campaign will consistently
clarify that babies should be breastfed exclusively for six months.
This will encourage many women to breastfeed beyond the often sited
barrier of returning to work at two or three months. Breastfeeding
advocates will add that babies should continue to breastfeeding with
complimentary foods until at least one year, and as long thereafter
that mother and child desire. This is the recommendation of the
American Academy of Pediatrics.
In addition, it was evident during the focus groups that mothers who
breastfed were more confident and self-assured - characteristics
that were not conveyed by formula-feeding mothers. There is a strong
need to create a sense of personal empowerment so mothers feel more
comfortable and committed to breastfeeding their children.
What Role Can You Play?
Breastfeed you children. Breastfeed where other women can see you.
Teach your children that breasts are meant to feed babies and that
babies are meant to breastfeed. Talk to others about breastfeeding.
Use the campaign to point out the risks of not breastfeeding. WE all
need to change how we speak about breastfeeding. Saying ‘breast is
best” implies that formula is okay. We need to state that
breastfeeding is the norm, the appropriate method of feeding babies.
Be sensitive about your language. Talk about the consequences of not
breastfeeding that influenced you to choose to breastfeed and to
stick with it.
Attend mother-to-mother support groups, such as La Leche League
meetings. Talk to your health care provider about his/her role in
supporting breastfeeding. If your employer does a good job of
accommodating you in expressing your milk at work, nominate them for
the Breastfeeding Friendly Employer Award offered by the Task Force.
Become involved in the Breastfeeding Task Force of Greater Los
Angeles. It is a network of individuals and organizations from Los
Angeles County who believe that infant and family health can be
improved by making breastfeeding the cultural norm. The goal is to
create a supportive public environment and strive to improve rates
of initiation and duration of breastfeeding. There are no membership
dues or fees. The Task Force strives to include everyone interested
in supporting breastfeeding. Upcoming meeting information can be
found at
http://www.breastfeedingtaskforla.org/meetings/upmeeting.htm.
Subscribe to the monthly email newsletter at
http://www.breastfeedingtaskforla.org/subscribe-newsletter.htm.
