Those of you involved in materials development and breastfeeding promotion may
be interested in social marketing.  This is a marketing theory that is used in
an area where a behavior change is desired.  The WIC National Breastfeeding
Promotion Project is a social marketing campaign.  Formative research was done
with a well defined target audience, the campaign components were developed,
and then the materials were pretested with that target audience.  The kicker
to me is the fact that if the target audience doesn't "get it", the materials
are changed before they are used.  These changes are also pretested.  The
materials WORK!  There have been many other social marketing campaigns, both
here in the US and abroad.

If you are interested in this approach, please e-mail me privately and I will
put you in touch with where to find more information.

Linda J. Inglis, BS, IBCLC
Breastfeeding Coordinator
Best Start Social Marketing
Tampa, FL