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The use of mass media to promote breastfeeding
Author(s) -
Parlato M.B.
Publication year - 1990
Publication title -
international journal of gynecology and obstetrics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.895
H-Index - 97
eISSN - 1879-3479
pISSN - 0020-7292
DOI - 10.1016/0020-7292(90)90086-z
Subject(s) - breastfeeding , medicine , mass media , breastfeeding promotion , promotion (chess) , breast feeding , nursing , public relations , pediatrics , advertising , politics , political science , law , business
Breastfeeding promotion is currently hampered by four major problems: the decline in funding for campaigns; failure to use mass media; lack of program evaluation; and vague messages. Thorough social marketing research could determine why women are turning away from breastfeeding and what messages could be used to make breastfeeding a more attractive feeding option. Similar efforts should be made to include breastfeeding messages in other programs, such as family planning, growth monitoring, and oral rehydration therapy.