I think that the social marketing stuff is important but it HAS to go hand
in hand with why breastfeeding is important and as we've seen again and
again and as you note, benefits of bf doesn't cut it...risk based messages
are a little different.
> The social marketing model is "audience driven," in that its message is
> based on what the audience, in this case, new moms, WANT. And according to
> research, a new mom isn't driven by the health benefits of breastmilk, but
> wants to be close to her baby, to have a strong family, to be a good
mother,
> to have a happy family. So, if you want to encourage moms to breastfeed,
> talk about the tremendous bond breastfeeding creates between mom and baby.
> (Does anyone know of research to support this argument?)
Yep, I've written about this sort of stuff, there is some research, not a
lot but the way that I frame it is that breastfeeding helps the mother to
care for ther child, without breastfeeding it's going to be hearder to
sensitively care
http://www.internationalbreastfeedingjournal.com/content/1/1/5
> The social marketing model also communicates that a behavior is "fun,
easy,
> and popular." We can help moms see breastfeeding as fun with posters of
> smiling breastfeeding moms and babies in our offices or on the back of a
> clipboard, showing films of happy moms breastfeeding during a prenatal
> class, etc.
But that is a lie! Breastfeeding in the developed world is (for most mums)
none of these things! I can't see how telling mums that it is can help!
In terms of "easy," we need to determine what skills moms need
> to be more confident that they can successfully breastfeed and enjoy
> breastfeeding and what obstacles may prevent them from succeeding and
> enjoying breastfeeding. The top barriers to breatfeeding in our culture
are
> embarrassment, lack of workplace accommodations, lack of social support,
> lack of support for nursing in public, lack of confidence, and fear of
pain.
> Figuring out an individual moms biggest barriers and brainstorming with
her
> about overcoming them is more helpful than heaping more information on her
> about the benefits of breastmilk/risks of formula. Role-play talking with
> her boss about accommodations or answering her mom's concerns about baby
not
> eating solids at six weeks. Tell her about the soothing powers of lanolin!
Ahha! but this is different.this is helping mums to overcome the challenges
that they face, that's very useful!
In terms of "popular," we need to determine whose opinion breastfeeding
> matters most to mothers...research shows that to be the new mom's own
mother
> and her husband. Some WIC offices have taken to educating grandmothers
about
> how they can support their daughter's choice to breastfeed.
Yes, vitally important and I really think that this is where public health
campaigns need to address their message, NOT at mums but at those whose
support mums need to be able to breastfeed.
> Heaping upon expectant and new moms information about the benefits of
> breastmilk/risks of formula isn't enough. Please don't make assumptions,
> tell Mom about the special bond she will have with her breastfed baby, try
> to understand her indvidual challenges and barriers, and help her find
ways
> to overcome them.
Yep, I agree!
Karleen Gribble
Australia
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