Background: Breastfeeding has significant benefits for women's and children's health. The Mississippi WIC program implemented a breastfeeding promotion campaign between 1997 amd 2000. A comprehensive evaluation of the campaign was conducted. Methods: The evaluation combined quantitative and qualitative research to assess the impact of the campaign on breastfeeding rates and related factors and to identify future needs. The evaluation included focus groups with WIC clients and staff, a statewide survey of low-income women, a health professional survey, and a survey of state WIC agencies. Results: The evaluation showed that the campaign increased public awareness and acceptance of breastfeeding, referrals to WIC, and contributed to the increase in the breastfeeding initiation and duration rates. In addition, state districts that were fully exposed to the campaign had higher breastfeeding rates of low-income infants in 2000 than other districts. Conclusion: Program continuation is recommended, with emphasis on promoting benefits of breastfeeding to women's health, outreach to physicians and hospitals, investigating and intervening with the lack of social support barrier, teaching women needed skills, and expanding the public awareness campaign and role of lactation specialists.
Learning Objectives: At the end of the session, participants will be able to: 1) identify qualitative and quantitative components of evaluation research; 2) assess the impact of the Loving Support Campaign on breastfeeding promotion; and 3) describe next steps in breastfeeding promotion for improving women's and children's health.
Keywords: Evaluation, Breast Feeding
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.