1. Early Initiation and Exclusive Breastfeeding: Decade of Change

2. Outline Breastfeeding Trends Competitor Trends Actions Lessons

3. 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

4. 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

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

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

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

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

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

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

11. Dr Prak Sophonneary Deputy Director of National Maternal and Child Health Center, MoH Cambodia sophon_prak@ezecom.com.kh Joel Conkle Nutrition Specialist, UNICEF Cambodia jconkle@unicef.org https://sites.google.com/site/ca mnutlibrary/ World Breastfeeding Conference December 7 2012