Marketing breastfeeding to young women

Abstract

The goal was to develop a marketing tool to promote breastfeeding among young women. Several steps were taken to create a poster and a handout which would appeal to, attract and motivate young mothers. A literature review, advertising review, personal interviews, and a review of role models in the TV/movie industry were used to collect data. The literature review and personal interviews of health professionals revealed perceptions and attitudes of adolescents which build barriers towards breastfeeding. The role model search uncovered public figures who breastfeed and are popular with younger women. The review of current advertising techniques targeting adolescents provided a guideline for design and color selection to appeal to a multicultural group. The perceived barriers to breastfeeding were addressed by proclaiming 8 positive messages focused on the mother. A dark skinned young model was selected to appear fully attired in modern fashion. The multicolored artwork design is presented in deep modern hues in pictorial and printed word form. The posters and handouts are being distributed throughout the state in healthcare clinics and social service offices. Both are being mailed to the 50 State WIC Agencies and the Indian Nations.