Breastfeeding continues to be recognized among public health professionals as the best source of nutrition for infants, and as a cost-effective practice that enhances infant development and prevents future health problems. However, U.S. breastfeeding rates remain significantly lower than national and international goals, and disproportionately lower among low income communities and communities of color. Breastfeeding peer counselors have been shown to increase breastfeeding initiation and duration. The literature generally describes peer counseling programs that involve very limited office-based services. The Hispanic Health Council and the University of Connecticut have conducted extensive research in order to better understand breastfeeding knowledge, attitudes and behaviors, and translated research findings into effective service models. This presentation will describe: 1) a peer counseling program that provides a culturally tailored model of support that operates in both clinical and community-based contexts; 2) an evaluation of the cost-effectiveness of this model; and 3) the development of a social marketing campaign designed to make breastfeeding a cultural norm and to compliment the efforts of the peer counseling program. The information presented can be used to justify the implementation of similar peer counseling and social marketing models in other settings. In conclusion, implications and recommendations for breastfeeding promotion for the new millennium will be considered.
Learning Objectives: 1. To identify the components of this unique model of breastfeeding peer counseling. 2. To discuss the processes involved in the development of a successful breastfeeding social marketing campaign
Keywords: Peer Counselors, Breastfeeding
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Hispanic Health Council
University of Connecticut
Hartford Hospital
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: employment