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APHA Scientific Session and Event Listing

Recorded presentation

Melissa C. Bartick, MD, MS, Department of Medicine, Cambridge Health Alliance, 1493 Cambridge Street, Cambridge, MA 02139, 617 546 -0794, melissabartick@earthlink.net, Marsha Walker, RN, IBCLC, National Alliance for Breastfeeding Advocacy, 254 Conant Road, Weston, MA 02493, Diane Astle Bagley, BFA, graphic designer, self employed, 37 E. Wyoming Avenue, Melrose, MA 02176, and Diane Wiessinger, MS, IBCLC, Common Sense Breastfeeding, 136 Ellis Hollow Creek Road, Ithaca, NY 14850.

Background: Advertising campaigns run by tobacco companies and other industries often use subliminal messages in advertising; for example, the Marlboro man is effective because he draws on a potential customer's desired self-image, as well as traditional ‘American' values of rugged independence. Additionally, some cigarette advertising does not depict the product, but an idea. Goals: To create a social marketing campaign for breastfeeding that 1. Used powerful advertising concepts, such as those seen in the tobacco industry; 2. Abolished stereotypical thinking around breastfeeding; and 3. Enforced the message that breastfeeding is ‘normal' rather than ‘superior'. Methods: In 2005, the Massachusetts Breastfeeding Coalition created an advertisement depicting twelve diverse pairs of women's feet, next to a smiling baby, and ran the slogan, “Breastfeeding: for all walks of life,” alongside the name and website. The advertisement ran for one month on the Boston subway system, for a total cost of $4,385. Funding came from the proceeds of the annual conference. Results: Traffic on the Coalition website increased by 47% immediately after the campaign was launched, and the Campaign generated national interest. Conclusion: Advertising strategies used by big business can be effectively and successfully adapted to public health causes such as breastfeeding.

Learning Objectives: