In 1997 and 1998, the
Iowa WIC program implemented the Loving Support™
campaign. Baseline and post-campaign surveys were mailed
to a random sample of women enrolled in the Iowa WIC Program.
The analysis of these surveys resulted in these findings:
The
campaign had a significant impact on WIC participants’
attitudes towards breastfeeding
and the amount of support they reported receiving
from their relatives and health providers.
The
key campaign message appeared in open-ended, uncued responses
in the post-campaign questionnaire where mothers cited “bonding
opportunities” as the primary reason they felt positively
about breastfeeding.
The
campaign had a significant impact on WIC participants’
attitudes towards breastfeeding
and the amount of support they reported receiving
from their relatives and health providers.