INTRODUCTION To inform development of a breastfeeding intervention for public assistance clients, we aimed, through qualitative methods, to explore public health staff members’ perspectives of facilitators and barriers to initiating and continuing breastfeeding for clients and strategies to improve breastfeeding rates. METHODS We conducted focus groups with staff from Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) in Massachusetts and Virginia to identify the strategies WIC staff uses to encourage and support breastfeeding by leveraging facilitators and overcoming barriers to inform the development of a breastfeeding intervention. Data collection and analysis followed an iterative process using constant comparison by a diverse group of researchers with expertise in qualitative methods. Focus groups were continued until thematic saturation was reached. RESULTS Fifty-one WIC staff members participated in 7 focus groups. Themes related to strategies used to promote breastfeeding included providing education with subthemes relating to anticipatory guidance, normalization of breastfeeding, and the importance of tailored messaging; education format with subthemes regarding timing of education and engagement of support networks; relationship building including subthemes of establishing rapport and sharing personal experiences; and resource provision. CONCLUSION WIC staff identified the importance of providing specific, concrete information about breastfeeding and strategies to breastfeed while working and caring for other children. The importance of connecting with clients to build trust and increase social support for breastfeeding clients was also identified. This study provided valuable information to help guide the development of a breastfeeding intervention.
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