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Media Campaigns and Social Marketing Promoting Breastfeeding



Media campaign to distribute information, such as the Babies Were Born to Be Breastfed from the U.S. National Breastfeeding Awareness Campaign. Campaign targets first-time parents through television, radio, out-of-home, internet, and print advertising and highlights health consequences of not breastfeeding.


Social marketing strategy such as Loving Support Makes Breastfeeding Work from the U.S. Department of Agriculture’s WIC National Breastfeeding Promotion Program. Campaign includes public awareness materials, print materials, promotional items for diverse audiences, training (for WIC staff, community advocates and peer counselors), counseling skills development, and technical support to those implementing strategies.