1. 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. 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. 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. 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. 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. 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. 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. 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. 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

10. 10 Community-Based Demonstration Project Locations

11. 11 www.4women.gov/breastfeeding 1-800-994-WOMAN For More Information…….