Early Initiation and Exclusive Breastfeeding: Decade of Change

Outline Breastfeeding Trends Competitor Trends Actions Lessons

Breastfeeding Trends - National Click to add subtitle Click to add text. Avoid special effects and backgrounds that are distracting. Avoid wordiness: use key words and phrases only Capitalize only when necessary. It is difficult to read

Breastfeeding Trends - Equity Early Initiation by wealth, residence, and sex, CDHS “Breastfeeding is a natural “safety net” against the worst effects of poverty… breastfeeding takes the infant out of poverty for those first few months in order to give the child a fairer start in life” –James P. Grant, former Executive Director, UNICEF

Breastfeeding Competitors Chheu Em Water Changing Social Norms Postpartum Heating Practice, Health Messenger

Breastfeeing Competitors - Protection Infant formula use did not change despite: Double digit economic growth More attention from companies

Actions – Legislation and Communication Legislation Mass Media Health Facilities Community Communication

Lessons Learned - Communication Multiple exposures Intense & sustained Consistent, specific messaging Marketing Approach Works

Lessons Learned Questionnaire changes Hidden formula: What % of children consume formula? Which communication channel is best? Monitoring and Evaluation

Lessons Learned – Nutritional Improvement Necessary But Not Sufficient Complementary Feeding Communication Campaign

Dr Prak Sophonneary Deputy Director of National Maternal and Child Health Center, MoH Cambodia Joel Conkle Nutrition Specialist, UNICEF Cambodia mnutlibrary/ World Breastfeeding Conference December