Project leader: Suzanne Haynes, Ph.D.
The U.S. Department of Health and Human Services' Office on Women's Health (OWH) was funded to carry out the recommendations of the HHS Blueprint for Action on Breastfeeding (2000) into a National Breastfeeding Awareness Campaign to promote breastfeeding among first-time parents (mothers and fathers) who would not normally breastfeed their baby. The overall goal of the campaign was to increase the proportion of mothers who breastfeed their babies in the early postpartum period to 75% and those within six months postpartum to 50% by the year 2010 (Healthy People 2010). The campaign aimed to empower women to commit to breastfeeding and to highlight new research that shows that babies who are exclusively breastfed for six months are less likely to develop ear infections, diarrhea, respiratory illnesses, and may be less likely to develop childhood obesity. Besides trying to raise initiation rates, the campaign stressed the importance of exclusive breastfeeding for six months.
Launched: June 2004
Ended: April 2006
As a part of the National Breastfeeding Campaign, a media campaign was launched in June 2004. The Advertising Council selected the National Breastfeeding Awareness Campaign for official sponsorship. OWH worked in close coordination with the Advertising Council to implement the campaign. Although the educational awareness campaign has ended, continued promotion efforts are underway with a communications contractor, Hager Sharp. This includes a World Breastfeeding week media event, print media coverage and radio interviews (archive).
The media campaign was based on the goals, objectives and recommendations of the HHS Blueprint for Action on Breastfeeding (2000) and primarily targeted first time parents who would not normally breastfeed.
The campaign was being marketed in partnership with strategically selected organizations and was employing state-of-the-art communication techniques through a variety of channels and strategies through public service announcements for television, radio, newspapers, magazines, mass transit shelters, billboards and the Internet.
Sixteen community-based demonstration projects (CDPs) throughout the United States worked in coordination with the U.S. Department of Health and Human Services' Office on Women's Health and the Advertising Council to implement the National Breastfeeding Awareness Campaign on a local level. The CDPs attempted to build self-efficacy by working to educate women about the benefits of breastfeeding, empower them to choose to breastfeed, and create awareness that breastfeeding is normal, desirable, and achievable.
The CDPs:
Alabama | California | Colorado | Illinois | Louisiana | Maryland | Massachusetts | Missouri | New Jersey | Oregon | Pennsylvania | Puerto Rico | Rhode Island | Tennessee | Washington, DC
Marguerite Gorman, R.D., I.B.C.L.C.
Patty Landry, R.N., I.B.C.L.C.
Children's Health System
1600 7th Ave., South
Birmingham, Alabama 35242
Phone: 205-939-6268
Fax: 205-939-6063
Email: marguerite.Gorman@chsys.org
Email: patricia.landry@chsys.org
Karen Peters, M.B.A., R.D., I.B.C.L.C.
Breastfeeding Task Force of Greater Los Angeles
1821A Speyer Lane
Redondo Beach, CA 90278
Phone: 310-374-1012
Fax: 213-596-5776
Email: kpeters@breastfeedla.org
www.breastfeedla.org
Joanna Laffey
UCSF Women's Health Resource Center
2356 Sutter Street
First Floor
San Francisco, CA 94143-1750
Phone: 415-885-3796
Fax: 415-353-9580
Email: Joanna.Laffey@ucsfmedctr.org
Mary Lou Howard, R.N.
Parkview Medical Center
400 W. 16th Street
Pueblo, CO 81003
Phone:719-584-4000
Fax: 719-595-7157
Email: mlhoward@ris.net
Sue Aberman, C.N.P., M.S. I.B.C.L.C.
UIC Breastfeeding/Lactation Service
University of Illinois Medical Center at Chicago
1740 West Taylor Street, Room 4120 West
Chicago, Il 60612
Phone: 312-413-0233
Fax: 312-413-8515
Email: saberman@uic.edu
Jeanette Magnus, M.D., Ph.D.
Meshawn Tarver
Tulane Xavier National Center of Excellence in Women's Health
1440 Canal Street, New Orleans, LA 70112
Phone: 877-587-2181
Fax: 504-988-4657
Email: jmagnus@tulane.edu
Email: mtarver@tulane.edu
Kathi Barber, C.L.E.C.
Executive Director
African American Breastfeeding Alliance
940 Madison Avenue
Baltimore, MD 21213
Phone: 410-225-2006
Fax: 410-225-2017
Email: aaba@att.net
Barbara L. Philipp, M.D., I.B.C.L.C.
Boston University School of Medicine
Division of General Pediatrics
Maternity Building, 4th Floor
91 East Concord Street
Boston, MA 02118
Phone: 617-414-4233
Fax: 617-414-6191
Email: bobbi.philipp@bmc.org
Anne Merewood, I.B.C.L.C.
Director of Lactation Services
The Breastfeeding Center
Boston Medical Center
Menino Pavillion
850 Harrison Ave., ACC5/Pediatrics
Boston, MA 02118
Phone: 617-414-6455
Fax: 617-414-2662
Email: anne.merewood@bmc.org
Susan S. McLoughlin, M.S.N., R.N., C.P.N.P.
Executive Director
Maternal and Child Health Coalition of Greater Kansas City
6400 Prospect, Suite 216
Kansas City, MO 64132
Phone: 816-283-6242
Fax: 816-283-0307
Email: smcloughlin@mchc.net
Website: http://www.mchc.net
Charlene Burnett, B.S.N., I.B.C.L.C.
Project Coordinator
Email: Charlene.burnett@tmcmed.org
Chris Mulford, R.N., I.B.C.L.C.
Coordinator, Southern NJ Perinatal Cooperative
WIC Breastfeeding Initiative
Women's & Children's Services
435 Hurffville-Cross Keys Road
Turnersville, NJ 08012
Phone: (856) 582-3095
Fax: (856) 582-3090
Email: c.mulford@kennedyhealth.org
Lori Feldman-Winter, M.D., I.B.C.L.C., F.A.A..P, F.A.B.M.
Chief, Division of Adolescent Medicine
Associate Professor of Pediatrics
Children's Regional Hospital at Cooper
E & R Building, 3rd Floor
101 Haddon Avenue
Camden, NJ 08103
Phone: 856-757-7729
Fax: 856-968-9598
Pager: 856-968-7243 #3557
Email: winterlb@umdnj.edu
Amelia Psmythe, Project Director
Dixie Whetsell, M.S., I.B.C.L.C.
Nursing Mothers Council of Oregon
16409 SW Division, Suite 216 — 116
Portland, OR 97236
Helpline in Portland, OR 503-282-3338
Helpline in Vancouver, WA 360 750 0656
Private for Amelia 503-287-1084
Private for Dixie 503-236-9434
Fax: 503-280-5123
Email: Amelia@nursingmotherscounsel.org
JoAnne Fisher, Executive Director
Bette Begleiter, Deputy Executive Director
Letty Thall
Maternity Care Coalition
2000 Hamilton Street
Suite 205
Philadelphia, PA 19130
Phone: 215-972-0700
Fax: 215-972-8266
Email: lthall@momobile.org
Email: bbegleiter@momobile.org
Email: Joanne@momobile.org
Yvette Piovanetti, M.D., F.A.A.P., F.A.B.M.
Carmen Cabrer, I.B.C.L.C.
PO Box 16554
San Juan, Puerto Rico 00908-6554
Phone: 787-723-8347
787-721-2160 x 3454
Fax: 787-723-2846
Email: ypiovane@caribe.net
Email: prlacta@hotmail.com (Carmen)
Erin Dugan, M.P.H.
Breastfeeding Coordinator
RI Department of Health
3 Capitol Hill, Room 302
Providence, RI 02908
Phone: 401-222-1380
Fax: 401-222-1442
Email: ErinD@doh.ri.state.us
Becky Bessette, M.S., R.D.
Rhode Island Department of Health/WIC Chief
3 Capitol Hill, Room 302
Providence, RI 02908
Phone: 401-222-4604
Fax: 401-222-1442
Email: beckyb@doh.state.ri.us
Marcie Singleton, M.S., R.D., L.D.N., I.B.C.L.C.
Lee Murphy, M.S., R.D., L.D.N.
East Tennessee Breastfeeding Coalition
140 Dameron Avenue
Knoxville, TN 37917
Phone: 865-215-5052
Fax: 865-215-5066
Email: Marcella.singleton@knoxcounty.org
Email: Lee.Murphy@knoxcounty.org
Richetta Webb
Cheryl Harris
2100 Martin Luther King Blvd, Suite 409
Washington, DC 20020
Phone: 202-645-5663
Fax: 202-645-0516
Email: cheryli.harris@dc.gov
Email: Richetta.webb@dc.gov
Note: The Ad Council contract with U.S. Department of Health and Human Services ended on Sept 30, 2005. The TV ads expired on 12/28/2005. The radio ads expired 4/20/2006. Please contact Ann Abercrombie for more information.
These items are only available to download, printed copies are no longer being produced
Please contact Ann Abercrombie for requests for the following materials:
Presentation on Breastfeeding Campaign with Campaign Research Findings (PowerPoint, 286 KB)
Web version of slides: 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16
Suzanne G. Haynes, Ph.D.
Senior Science Advisor
Office on Women's Health (OWH)
U.S. Department of Health and Human Services
Pain, latching problems, etc. are practical barriers for many.
Other major barrier that limits duration is "returning to work".
Therefore, "returning to work", for many, becomes a practical time/convenient excuse to wean.
What – Survey tracking report for the Breastfeeding public service advertising (PSA) campaign
When –
Who – National sample, men and women, aged 18+ with oversampling of African Americans, Hispanics, and persons with children under 18
How – RDD Computer assisted telephone survey
Sources of Awareness | Percentage |
---|---|
TV program | 24% |
TV commercial | 24% |
TV unspecified | 23% |
Magazine article | 20% |
Magazine ad | 8% |
Magazine unspecified | 16% |
From your doctor or health care professional | 3% |
Internet or Web | 14% |
Newspaper article | 16% |
Newspaper ad | 9% |
Newspaper unspecified | 10% |
Radio program | 6% |
Radio commercial | 3% |
Radio unspecified | 5% |
Billboards or outdoor posters | 7% |
Some other place | 8% |
Q: Please think about all the different places you have seen, heard or read about breastfeeding recently, including all of the different kinds of advertising, publicity, and other activities that talk about it. Have you seen, heard or read anything about breastfeeding anywhere recently?
Q: Was that...?
Pre-wave 1 - 10/03 | Pre-wave 2 - 04/04 | Post-wave - 04/05 | |
---|---|---|---|
Breastfeeding only | 39% | 54% | 64% |
Breastfeeding and formula feeding are equally good ways to feed a baby | 12% | 24% | 15% |
A mix of both breastfeeding and formula feeding | 39% | 14% | 11% |
Formula only | 4% | 3% | 3% |
Q: Which one of the following statements is closest to your opinion? The best way to feed a baby is...
All pre-wave | Women pre-wave | All post-wave | Women post-wave | |
---|---|---|---|---|
1 | 2 | 2 | 2 | 1 |
2 | 3 | 3 | 4 | 3 |
3 | 11 | 13 | 13 | 12 |
4 | 7 | 6 | 4 | 4 |
5 | 3 | 5 | 3 | 4 |
6 | 24 | 28 | 37 | 40 |
7 | 2 | 2 | 1 | 1 |
8 | 5 | 6 | 3 | 3 |
9 | 5 | 8 | 4 | 5 |
10 | 1 | 1 | 2 | 3 |
11 | 0 | 0 | 1 | 0 |
12 | 15 | 16 | 15 | 16 |
Q: What do you think is the recommended number of months to exclusively breastfeed a baby meaning the baby is only fed breastmilk?
Pre-wave - 04/04 | Post-wave - 04/05 | |
---|---|---|
Top 2 boxes (strongly/somewhat agree) | 30% | 24% |
Strongly agree | 9% | 5% |
Somewhat agree | 21% | 18% |
Neither agree nor disagree | 4% | 7% |
Bottom 2 boxes (strongly/somewhat disagree) | 58% | 62% |
Somewhat disagree | 33% | 24% |
Strongly disagree | 25% | 38% |
Q: How strongly do you agree or disagree with the following statements? Do you strongly agree, somewhat agree, neither agree nor disagree, somewhat disagree, or strongly disagree...?
Strongly/Somewhat agree that If a baby is breastfed, s/he will be less likely to...
2004 | 2005 | |
---|---|---|
Get ear infections | 48% | 54% |
Get a respiratory illness | 50% | 52% |
Become obese | 35% | 36% |
Get diarrhea | 39% | 44% |
2004 | 2005 | |
---|---|---|
I have children (of any age) | 78% Base: Females (224) | 79% Base: Females (235) |
I have breastfed a child | 68% Base: Females (175) | 73% Base: Females (184) |
Q: Do you have children (of any age)?
Q: Have you ever breastfed a child?
Seeing a woman breastfeed her baby in a park, store, or mall | If you had a child, having your own baby breastfed in public | |||
---|---|---|---|---|
2004 | 2005 | 2004 | 2005 | |
Very comfortable | 41 | 52 | 34 | 45 |
Somewhat comfortable | 18 | 17 | 19 | 18 |
Neither comfortable or uncomfortable | 18 | 15 | 12 | 13 |
Somewhat uncomfortable | 13 | 5 | 17 | 8 |
Very uncomfortable | 9 | 11 | 16 | 16 |
Q: Using 1 to mean "Very Comfortable" and 5 to mean "Very Uncomfortable", how comfortable would you be in the following situations?
Seeing a woman breastfeed her baby in a park, store, or mall | Breastfeeding your baby in a park, store, or mall | |||
---|---|---|---|---|
2004 | 2005 | 2004 | 2005 | |
Very comfortable | 41 | 38 | 23 | 22 |
Somewhat comfortable | 15 | 20 | 16 | 20 |
Neither comfortable or uncomfortable | 18 | 19 | 13 | 10 |
Somewhat uncomfortable | 7 | 14 | 14 | 19 |
Very uncomfortable | 18 | 10 | 33 | 29 |
Q: Using 1 to mean "Very Comfortable" and 5 to mean "Very Uncomfortable", how comfortable would you be in the following situations?
* : significantly greater at the 95% level.
Website: /breastfeeding
Warmline: 800-994-9662
Website | Warmline | |
---|---|---|
Pre-wave May, 2004 | 28,886 | 141 |
Post-wave May, 2005 | 40,144 | 233 |
Content last updated August 01, 2010.