Case Study: Effects of a Media Campaign on Breastfeeding Behaviors in Sindh Province, Pakistan | Zendy

Young Mi Kim | Zendy; Zaeem Haq | Zendy; Jamila Soomro | Zendy; Zia Sultana | Zendy; Azeema Faizunnisa | Zendy; Sohail Agha | Zendy

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Case Study: Effects of a Media Campaign on Breastfeeding Behaviors in Sindh Province, Pakistan

Author(s) -

Young Mi Kim,

Zaeem Haq,

Jamila Soomro,

Zia Sultana,

Azeema Faizunnisa,

Sohail Agha

Publication year - 2015

Publication title -

world health and population

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.109

H-Index - 14

eISSN - 1929-6541

pISSN - 1718-3340

DOI - 10.12927/whp.2016.24494

Subject(s) - breastfeeding , psychological intervention , mass media , medicine , environmental health , developing country , family medicine , demography , pediatrics , nursing , advertising , sociology , economic growth , business , economics

A 2013-2014 media campaign in Sindh Province, Pakistan, promoted healthy breastfeeding practices. According to data from annual household surveys, 26.7% of mothers saw one television spot and 19.4% saw another. The proportion of mothers who received breastfeeding information via television increased from 8.3% to 29.4% after the campaign (p≤0.05) and the percentage receiving information from doctors, mothers-in-law and relatives/friends nearly doubled (p≤0.05). However, no improvements in breastfeeding practices were reported. The experience in Sindh suggests that, in order to change breastfeeding practices, mass media interventions should be linked with other interventions, such as provider counseling, that involve influential family members in addition to mothers.

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