The promotion of breastfeeding in Malaysia - what works, what doesn't, and why?
Date
2013
Authors
Girerd-Barclay, Lena C., author
Kodrich, Kris, advisor
Hallahan, Kirk, committee member
Yasar, Gamze, committee member
Journal Title
Journal ISSN
Volume Title
Abstract
Breastfeeding is a topic of global concern, particularly in developing countries. The World Alliance for Breastfeeding Action (WABA) is a network of people working on a global scale to address and overcome challenges to breastfeeding. This study analyzed WABA's 2011 World Breastfeeding Week campaign, in an effort to assess the campaign's relative strengths and weaknesses, and to identify recommendations for future WBW campaigns. The research sought to determine the extent to which the WABA World Breastfeeding Week campaign 2011 achieved its goals of focusing on engaging and mobilizing youth, and which specific factors should be considered in developing future communication strategies aimed at promoting breastfeeding. Surveys and in-depth interviews with the target groups of the Penang campaign, secondary students from a local teacher's college, were used to collect data. Interviews also were conducted with WABA's 2011 WBW development team. Qualitative data were transcribed and summarized. The campaign was largely successful in increasing awareness, promotion, and discussion of breastfeeding among the students in Penang. Communication for Development and Diffusion of Innovations theories were used to explain the findings, while Social Marketing theory was used to put forward recommendations. Improvements for future campaigns should ensure that all activities are engaging, easily understood, and transferable from one context to another. Discrepancies in student and staff responses indicate that WABA also should conduct intensive audience analysis, including pre- and post-campaign research. WABA's website and social media presence was found essential to the development and success of future WBW campaigns. For future campaigns, WABA should draw from Social Marketing theory, and identify a desired "product," "price," and "place," followed by strategies for promotion and positioning of the product. Finally, a method of assessment of such strategies should be implemented.
Description
Rights Access
Subject
behavior change
breastfeeding rights
campaign evaluation
communication for social change
human rights
participatory development communication