National WIC Association

Breastfeeding social marketing: lessons learned from USDA’s “Loving Support” campaign

Pérez-Escamilla R. Breastfeeding social marketing: lessons learned from USDA’s “Loving Support” campaign. Breastfeed Med. Oct 2012;7(5):358-363.

This article explored some of the successes and applications of the USDA’s ongoing campaign, “Loving Support Makes Breastfeeding Work,” with respect to breastfeeding promotion and support. Based on social marketing principles to increase breastfeeding initiation and duration rates among WIC participants, WIC breastfeeding initiation and duration rates have improved significantly since initiation of the campaign in 1997. The author concluded that it is important to create social marketing campaigns that target societal forces that affect a woman’s decision and capability to breastfeed. These include family and friends, health care providers, employers, formula industry, and legislators.