Impact of Using Social Marketing Principles on Promoting Breastfeeding Practices and Physical Growth: an Egyptian Community Based Longitudinal Study

Abstract Background: Improving breastfeeding practices does not always link to interventions relying only on improving nutritional awareness and education but needs cultural and behavioral insights. Aim: Our study provided educational intervention through the use of the social marketing (SM) approach which was respectable to societal norms allowing more conscious choices by mothers to achieve the maximum potential of physical growth of their infants. This study evaluated the effectiveness of the used approach for improving breastfeeding practices and the physical growth of infants aged up to 2 years. Methods: A quasi-experimental intervention design with posttest-only control design was done along 3 years duration with 24 months of intervention and follow up for motivating mothers’ voluntary behavioral change towards breastfeeding promotion using SM principles: product, price, place, and promotion. The interventions targeted 646 pregnant women in their last trimester and mothers of children up to 2 years in addition to 1454 women in their childbearing period. Results: Most of the mothers showed increased awareness about the benefits of breastfeeding and became interested in breastfeeding their children outside the house using the breastfeeding cover (Gawn). Early breastfeeding initiation, exclusive breastfeeding (EBF) under 6 months, frequency of breastfeeding per day, percentage of infants who continued breastfeeding till 2 years, were significantly increased from 30%, 23 %, 56%, and 32% to 62 %, 47.3 %, 69 %, and 43.5 % respectively. With the attention of the nutritional educational sessions three or more times, the majority of indicators had the most significant improvement. The girls who recorded underweight results compared to boys, were significantly improved after the intervention (from 66.7 % to 18.8%). At the same time, girls that were found to be obese before the intervention (15.4 %) became no longer obese. Conclusions: Nutritional interventions that are based on the use SM approach showed improvement for the majority of the key performance indicators. Although they were doubled their value before the intervention yet the majority were still modest (below 50 %). With sustained use of the SM approach, infants will achieve their maximum potential for physical growth through providing economically disadvantaged mothers with breastfeeding support.

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Efektivitas Comprehensive Breastfeeding Education terhadap Keberhasilan Pemberian Air Susu Ibu Postpartum

Jurnal Keperawatan Padjadjaran ◽

10.24198/jkp.v1i2.56 ◽

1970 ◽

Vol 1 (2) ◽

Author(s):

Irma Nurbaeti ◽

Kustati Budi Lestari

Keyword(s):

Repeated Measures ◽

Breastfeeding Support ◽

Breastfeeding Practices ◽

Breastfeeding Education ◽

Repeated Measures Analysis ◽

Post Test ◽

Quasi Experimental ◽

The Mean ◽

Convenience Sampling ◽

Postpartum Mothers

Pemberian Air Susu Ibu (ASI) masih merupakan masalah bagi pemenuhan kebutuhan nutrisi bayi baru lahir. Dukungan agar ibu menyusui bayi merupakan hal penting dalam menginisiasi dan mempertahankan pemberian ASI. Strategi dibutuhkan untuk mendukung keberhasilan menyusui. Tujuan penelitian adalah menganalisis efektivitas comprehensive breastfeeding education terhadap keberhasilan pemberian (ASI) pada periode postpartum. Jenis penelitian ini menggunakan kuasi eksperimen one group pre post test repeated measured design. Jumlah sampel sebanyak 22 ibu dengan menggunakan teknik accidental sampling. Pengumpulan data dilaksanakan pada bulan September–Oktober 2013 di Puskesmas wilayah Kota Tangerang Selatan. Intervensi dilakukan selama 30 menit. Pengumpulan data dilakukan sebelum intervensi, 3 hari setelah intervensi (post1), dan 10 hari setelah intervensi (post 2). Pengumpulan data menggunakan kuesioner dan observasi. Keberhasilan pemberian ASI berdasar pada parameter pengetahuan, langkah menyusui, perlekatan bayi, dan kecukupan ASI. Analisis data menggunakan general linear model repeated measureANOVA. Hasil penelitian menunjukkan adanya signifikansi comprehensive breastfeeding education (p=0.001). Rata-rata keberhasilan pemberian ASI sebelum dan setelah intervensi meningkat. Sebesar 93,9% intervensi memengaruhi tingkat keberhasilan. Rata-rata sebelum intervensi 56,74 (SD 5,92), post 1 sebesar 60,83 (SD 6,38) dan post2 sebesar 74,55 (SD 5,32). Subvariabel yang memiliki efek secara signifikan setelah intervensi adalah pengetahuan (p=0.001) dan langkah menyusui (p=0.001), sedangkan subvariabel perlekatan bayi (p=0.061) dan kecukupan ASI (p=0.162) tidak secara signifikan berbeda antara sebelum dan setelah intervensi. Pelaksanaanbreastfeeding education disarankan pada ibu agar dapat melakukan posisi perlekatan bayi yang benar sehingga dapat mengurangi masalah-masalah berkaitan dengan perlekatan yang tidak sesuai seperti puting perih, lecet atau berdarah, dan bayi kurang puas dalam menyusu yang bisa mengakibatkan gagalnya program ASI ekslusif.Kata kunci:Menyusui, pendidikan, perlekatan, postpartum AbstractBreastfeeding have still been problem for adequate newborn nutrition. Adequate breastfeeding support is essential for mothers to initiate and maintain optimal breastfeeding practices. A strategic needed to support successful breastfeeding. The purpose of research is to analyze the effectiveness comprehensive breastfeeding education on successful breastfeeding at postpartum periods. A quasi-experimental one group pretest, post test, repeated mesaured was used. This study was conducted at public health in Tangerang Selatan municipality in September–October 2013 among 22 postpartum mothers, convenience sampling methods. Intervention was done 30 minute. Data were collected before intervention (pretest), third day after intervention (post 1) and tenth day after intervention (repeated/post 2) using four parameter, that are knowledge, breastfeeding steps, proper lacth-on and adequate breastmilk. Using repeated measures analysis of variance there was a significant increase (p=0.001) in the overall Successful breastfeeding mean. Around 93,9% the effectiveness of intervention influence on successful. The mean before intervention is 56,74 (SD 5,92), increased at post 1:60,83 (SD 6,38) and post 2:74,55 (SD 5,32). Subvariable which has effect significantly after intervention is knowledge (p=0.001) and breastfeeding steps (p=0.001), in contrary, proper latch-on (p=0,061) and adequate breastmilk (p=0.162) have no significant effect after intervention. Suggestion to support breastfeeding education and counselling proper latch-on adequately that can decrease the problem such as painful, creaks or bloody putting.Key words: Breastfeeding, education, latch-on, postpartum

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Trends in breastfeeding practices and mothers’ experience in the French NutriNet-Santé cohort

International Breastfeeding Journal ◽

10.1186/s13006-021-00397-x ◽

2021 ◽

Vol 16 (1) ◽

Author(s):

Frédéric Courtois ◽

Sandrine Péneau ◽

Benoît Salanave ◽

Valentina A. Andreeva ◽

Marie Françoise Roland-Cachera ◽

...

Keyword(s):

Public Health ◽

Census Data ◽

Breastfeeding Duration ◽

Breastfeeding Initiation ◽

Breastfeeding Support ◽

The Public ◽

The Past ◽

Breastfeeding Practices ◽

Breastfeeding Education ◽

Breastfeeding Cessation

Abstract Background France has one of the lowest rates in the world regarding breastfeeding initiation and duration. Few studies have explored breastfeeding practices in France since the middle of the twentieth century, or following from initiation to cessation. The purpose of our study was to determine trends in breastfeeding over the past decades regarding public health recommendations, and to examine mothers’ perceptions about factors known to have an impact on breastfeeding support and cessation. Methods From the NutriNet-Santé cohort, 29,953 parous women (launched in 2009 to study relation between nutrition and health), were included in the present study. Using web-questionnaires, they were asked retrospectively if they had breastfed their youngest child or not, and if so, the duration of exclusive and total breastfeeding. For those who had breastfed, we investigated their perceptions about support at initiation and during the entire breastfeeding period and reasons for breastfeeding cessation. We also asked those who did not breastfeed about their perceptions and reasons for infant formula feeding their youngest child. Analyses were weighted according to the French census data. Results In the NutriNet-Santé cohort, 67.3% of mothers breastfed their youngest child. The proportion of breastfed children increased over the past few decades, from 55.0% (95% CI 54.3, 55.6) in the 1970s to 82.9% (82.4, 83.4) in the 2010s. Total and exclusive breastfeeding duration went from 3.3 months and 2.4 months respectively in the 1970s to 5.9 months and 3.2 months respectively in the 2010s. Most mothers felt supported at initiation and during the breastfeeding period. A reported desire to have breastfed longer than two months was 59.5%. Mothers who did not breastfeed did it by choice (64.3%). They did not feel guilty (78.2%) and did not perceive a problem not to breastfeed (58.8%), but almost half of them would have liked to have breastfed (45.9%). Conclusion Breastfeeding duration has increased in the past decades but did not reach the public health recommendations threshold. Targets other than mothers have to be considered for breastfeeding education, like the partner and her environment, to increase breastfeeding practices. Trial registration The study was registered at ClinicalTrials.gov (NCT03335644).

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Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Journal of Social Marketing ◽

10.1108/jsocm-05-2015-0030 ◽

2016 ◽

Vol 6 (2) ◽

pp. 104-120 ◽

Cited By ~ 5

Author(s):

Tanja Kamin ◽

Daša Kokole

Keyword(s):

Social Marketing ◽

Post Intervention ◽

Excessive Alcohol Consumption ◽

Content Type ◽

The Social ◽

Drinking Age ◽

Quasi Experimental ◽

Minimum Legal Drinking Age ◽

Marketing Intervention ◽

Marketing Approach

Purpose Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with the minimum legal drinking age (MLDA) law by proposing and evaluating a social marketing intervention directed at sellers in off-premise stores. Design/methodology/approach The study is based on a non-randomized quasi-experimental design, focusing on an evaluation of the implementation of the “18 rules!” intervention in four cities in Slovenia. Two waves of underage purchase attempts were conducted pre- and post-intervention in 24 off-premise businesses, following a mystery shopping protocol. Findings The initial rate of retailers’ noncompliance with the MLDA law in off-premise establishments was high. After the social marketing intervention, an increase with compliance with the law was observed; the proportion of cashiers selling alcohol to minors after the intervention decreased from 96 to 67 per cent. Qualitative insight suggests an existence of retailers’ dilemma in complying with the MLDA. Research limitations/implications A social marketing approach could contribute to a better understanding of the social working of the MLDA law. Practical implications A social marketing approach could complement the usual enforcement strategies and contribute to a better understanding of the social working of the MLDA law, and encourage deliberate retailers’ compliance with it while developing valuable exchanges among people and stakeholders. Originality/value The paper conceptualizes retailers’ dilemma in complying with the minimal legal drinking age law and offers social marketing response to it. Results of the study show that also solely non-coercive measures have the potential in increasing retailers’ compliance with regulations.

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Using Social Marketing to Tackle Compulsive Buying

Social Marketing Quarterly ◽

10.1177/1524500420988263 ◽

2021 ◽

pp. 152450042098826

Author(s):

Monica M. Popa Sârghie

Keyword(s):

Social Marketing ◽

Conceptual Development ◽

Compulsive Buying ◽

Marketing Strategies ◽

Future Research ◽

Product Price ◽

The Social ◽

Practical Guidelines ◽

Research Questions ◽

Promotional Strategies

Background: The present paper focuses on compulsive buying, outlining the need to tackle this phenomenon using a social marketing approach, for the wellbeing of the affected individuals, their families and contacts, and for the health of our society at large. Focus of the Article: This conceptual development article is centered on behavior change and social marketing strategies that can address compulsive buying. Research Questions: How can social marketers help in curbing compulsive buying? What conceptual components and practical guidelines can be used in marketing programs for addressing compulsive shopping? Program Design/Approach: The platform developed herein outlines segmentation, targeting, product, price, place and promotional strategies recommended based on theoretical elements across disciplines. Importance to the Social Marketing Field: To date, compulsive buying has largely been ignored in the social marketing field, despite its relevance and prevalence. This paper provides a framework that can be employed in developing social marketing programs. Method: The proposed platform was created by bridging the literatures on compulsive buying and social marketing, identifying useful theoretical elements (e.g., the potential of the Thranstheoretical model), adapting and customizing these elements to provide actionable insights for intervention programs. The toolkit used for tackling other addictions was taken into account and integrated into the current development. Future Research: This paper offers an initial framework for social marketing efforts aimed at compulsive buying. It hopes to inspire significantly more work in this area to explore the potential of other theories and approaches to foster behavioral change for the better.

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Are we doing enough? Improved breastfeeding practices at 14weeks but challenges of non-initiation and early cessation of breastfeeding remain: findings of two consecutive cross-sectional surveys in KwaZulu-Natal, South Africa

10.21203/rs.2.15207/v2 ◽

2020 ◽

Author(s):

Christiane Horwood ◽

Lyn Haskins ◽

Ingunn Marie Engebretsen ◽

Catherine Connolly ◽

Anna Coutsoudis ◽

...

Keyword(s):

Exclusive Breastfeeding ◽

Hiv Positive ◽

Breastfeeding Initiation ◽

Structured Interviews ◽

Breastfeeding Support ◽

Cross Sectional ◽

Breastfeeding Practices ◽

Hiv Positive Mothers ◽

Kwazulu Natal ◽

Before And After

Abstract Background KwaZulu-Natal (KZN) Initiative for breastfeeding support (KIBS) was a multipronged intervention to support breastfeeding initiation and sustained breastfeeding implemented between 2014 and 2017. We present results of two surveys conducted before and after KIBS implementation to assess changes in feeding practices in KZN over this time period. Methods Two cross-sectional surveys were conducted in primary health care clinics. Multistage stratified random sampling was used to select clinics and participants. Sample size was calculated to provide district estimates of 14-week exclusive breastfeeding (EBF) rates at baseline (KIBS1), and provincial estimates at endpoint (KIBS2). At KIBS1 the sample required was nine participating clinics in each of 11 districts (99 clinics) with 369 participants per district (N=4059), and at KIBS2 was 30 clinics in KZN with 30 participants per clinic (N=900). All caregivers aged ≥ 15 years attending the clinic with infants aged 13- <16 weeks were eligible to participate. Data was collected using structured interviews on android devices. Multi-variable logistic regression was used to adjust odds ratios for differences between time points. Results At KIBS1 (May2014- March2015), 4172 interviews were conducted with carers, of whom 3659 (87.6%) were mothers. At KIBS2 (January-August 2017), 929 interviews were conducted which included 788 (84.8%) mothers. Among all carers the proportion of EBF was 44.6% and 50.5% (p= 0.1) at KIBS1 and KIBS2 respectively, but greater improvements in EBF were shown among mothers (49.9 vs 59.1: p=0.02). There were reductions in mixed feeding among all infants (23.2% vs 16.3%; p=0.016). Although there was no change in the proportion of carers reporting not breastfeeding (31.9% vs 32.8%; p= 0.2), the duration of breastfeeding among mothers who had stopped breastfeeding was longer at KIBS2 compared to KIBS1 (p=0.0015). Mothers who had returned to work or school were less likely to be breastfeeding (AOR 3.76; 95% CI 3.1-4.6), this was similar among HIV positive mothers (AOR 2.1; 95% CI 1.7-2.6). Conclusion Despite improvements to exclusive breastfeeding, failure to initiate and sustain breastfeeding is a challenge to achieving optimal breastfeeding practices. Interventions are required to address these challenges and support breastfeeding particularly among working mothers and HIV positive mothers.

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Social Marketing for Restraining the Violence of the Supporters by Behaviour Change

International Journal of Business Administration ◽

10.5430/ijba.v10n4p64 ◽

2019 ◽

Vol 10 (4) ◽

pp. 64

Author(s):

Edson Coutinho da Silva ◽

Alexandre Luzzi Las Casas

Keyword(s):

Behaviour Change ◽

Social Marketing ◽

Well Being ◽

Active Role ◽

Sports Clubs ◽

Social Marketing Campaign ◽

Sports Club ◽

The Social ◽

Public Organisation ◽

Marketing Principles

This theoretical paper aims to introduce and discuss the role of the social marketing as a tool to decrease the index of violence between supporters and improve the satisfaction, well-being and quality of life of fans (as a whole) in the stadium. Understanding the violence in the stadium as a social problem; social marketing becomes a relevant instrument to decrease the violence between supporters since behaviour change is the core concept. Social marketing principles use ideas to transform a social scenario. Social marketing seeks, in the sports area, to encourage supporters to perform an active role in the well-being process in the stadium, taking into consideration themselves, sports club, public services preservation and non-supporters. The social marketing campaign should be designed by a public organisation using the partnership with the sports clubs or sponsorships to improve the offer of well-being for individuals; however, not providing profits for anyone.

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A systematic review assessing the extent of social marketing principle use in interventions targeting children (2000-2014)

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-08-2014-00466 ◽

2015 ◽

Vol 16 (2) ◽

pp. 141-158 ◽

Cited By ~ 31

Author(s):

Krzysztof Kubacki ◽

Sharyn Rundle-Thiele ◽

Ville Lahtinen ◽

Joy Parkinson

Keyword(s):

Physical Activity ◽

Social Marketing ◽

Healthy Eating ◽

Design Methodology ◽

Marketing Mix ◽

Audience Segmentation ◽

Content Type ◽

The Social ◽

Prevalence Of Obesity ◽

Marketing Principles

Purpose – This study aims to review the extent that social marketing principles are applied in interventions targeting children published in peer-reviewed journals between 2000 and 2014. Design/methodology/approach – A systematic literature review was conducted to identify peer-reviewed social marketing studies targeting children under the age of 12 years as their main audience. Twenty-three interventions were identified and analysed using Andreasen’s (2002) social marketing benchmark criteria including behavioural objective, audience segmentation, formative research, exchange, marketing mix and competition. Findings – All of the interventions analysed in this review targeted behaviours associated with either physical activity or healthy eating among children under the age of 12 years. Sixteen of the studies reported positive behavioural outcomes. None of the studies used all six of the Andresean (2002) benchmark criteria. Social implications – With growing concerns about the prevalence of obesity among children, social marketing is emerging as an effective approach to increase physical activity and healthy eating, which in turn may assist to lower obesity. Extending the application of the social marketing benchmark criteria in social marketing interventions will assist to increase effectiveness. Originality/value – This paper presents the first attempt to review the extent that social marketing principles are used in interventions targeted at children aged 12 years and under.

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A hierarchical model of social marketing

Journal of Social Marketing ◽

10.1108/jsocm-06-2014-0042 ◽

2015 ◽

Vol 5 (2) ◽

pp. 139-159 ◽

Cited By ~ 38

Author(s):

Jeff French ◽

Rebekah Russell-Bennett

Keyword(s):

Social Marketing ◽

Hierarchical Model ◽

Future Research ◽

Content Type ◽

Australian Association ◽

Proposed Model ◽

The Social ◽

Core Concepts ◽

Conceptual Paper ◽

Marketing Principles

Purpose – This paper aims to set out a new hierarchical and differentiated model of social marketing principles, concepts and techniques that builds on, but supersedes, the existing lists of non-equivalent and undifferentiated benchmark criteria. Design/methodology/approach – This is a conceptual paper that proposes a hierarchical model of social marketing principles, concepts and techniques. Findings – This new delineation of the social marketing principle, its four core concepts and five techniques, represents a new way to conceptualize and recognize the different elements that constitute social marketing. This new model will help add to and further the development of the theoretical basis of social marketing, building on the definitional work led by the International Social Marketing Association (iSMA), Australian Association of Social Marketing (AASM) and European Social Marketing Association (ESMA). Research limitations/implications – This proposed model offers a foundation for future research to expand upon. Further research is recommended to empirically test the proposed model. Originality/value – This paper seeks to advance the theoretical base of social marketing by making a reasoned case for the need to differentiate between principles, concepts and techniques when seeking to describe social marketing.

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The promotion of healthy breakfast and snacks based on the social marketing model: a mixed-methods study

Journal of Health Population and Nutrition ◽

10.1186/s41043-021-00245-y ◽

2021 ◽

Vol 40 (1) ◽

Author(s):

Firoozeh Mostafavi ◽

Fereshteh Zamani-Alavijeh ◽

Marjan Mansourian ◽

Fatemeh Bastami

Keyword(s):

Mixed Methods ◽

Social Marketing ◽

Female Adolescent ◽

Mixed Methods Study ◽

Trial Registration ◽

Second Phase ◽

Product Price ◽

Marketing Model ◽

The Social ◽

Snack Consumption

Abstract Background Skipping breakfast and replacing it with non-nutritious snacks are progressively increasing among adolescents. This study aimed to develop an educational intervention based on the Social Marketing Model and evaluate its effects on healthy breakfast and snack consumption among female adolescent students. Methods This mixed-methods study was conducted in 2016–2019 in two phases. In the first phase, a qualitative study was conducted through directed content analysis in guidance schools in Khorramabad, Isfahan, and Tehran, Iran, to explore factors affecting breakfast consumption. The results of this phase were set in the benchmarks of the Social Marketing Model. In the second phase, a randomized controlled trial was conducted based on the benchmarks of the Social Marketing Model on 94 students randomly recruited from guidance schools in Khorramabad, Iran. Results The findings of the qualitative phase were categorized into the benchmarks of the Social Marketing Model, namely the social marketing mix, the intended behavior, internal and external competing factors for behavior modification, theoretical concepts related to the behavior, and the role of supporters. In the quantitative phase, the univariate analysis showed significant between-group differences concerning the product, price, promotion, and behavior (p < 0.05). Conclusion Healthy breakfast and snack consumption can be promoted through making acceptable the tastes, costs, preparations, and consumption places of breakfast and snack. Trial registration The trial was registered in the Iranian Registry of Clinical Trials (code: IRCT20170201032347N1). The trial was registered in 11/07/2018 and is accessible on the Iranian Clinical Trial Registration website.

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Perinatal psychological interventions to promote breastfeeding: a narrative review

International Breastfeeding Journal ◽

10.1186/s13006-020-00348-y ◽

2021 ◽

Vol 16 (1) ◽

Author(s):

Lidia Gómez ◽

Sergio Verd ◽

Gloria de-la-Banda ◽

Esther Cardo ◽

Mateu Servera ◽

...

Keyword(s):

Emotional Distress ◽

Narrative Review ◽

Cochrane Library ◽

Future Research ◽

Psychological Interventions ◽

Breastfeeding Initiation ◽

Breastfeeding Support ◽

Community Based ◽

Important Health ◽

Quasi Experimental

Abstract Background Emotional distress in mothers inhibits the let-down reflex, thus affecting breastfeeding self-efficacy. A breastfeeding mother may have to cope with both physical discomfort and psychological distress. However, literature on initiatives to improve breastfeeding rates has focused mainly on providing community-based peer support, or social policies. The aim of this review is to assess evidence on the effectiveness of a broad range of psychological interventions to facilitate breastfeeding for mothers facing difficulties around the time of delivery. Methods The review of the literature is derived from a search on Cochrane Library, PubMed, EBSCOhost, and PsycINFO for papers published since 1980. The approach was to explore quantitative and qualitative parameters. Quantitative parameters included breastfeeding initiation, duration, and composition. Qualitative parameters recorded the evaluation of maternal perceptions on breastfeeding success. The high heterogeneity of the studies led to a narrative review; 20 selected papers that report on breastfeeding outcomes and psychological programs met the inclusion criteria. Results The evidence on breastfeeding support through psychotherapy is heterogeneous and scant. Out of the included studies, 11 were randomized controlled trials, two were non-randomised trials, and two used a quasi-experimental design. None of the studies reported an increase in adverse breastfeeding outcomes. Three studies failed to report an association between psychological procedures and improved breastfeeding outcomes. A literature review showed that 17 (85%) analyses support stress-releasing techniques to facilitate breastfeeding. Conclusions This review suggests that relaxation interventions carefully tailored to address perinatal emotional distress may lead to important health benefits, including improvement in breastfeeding outcomes. There is also some indication that psychotherapy support while breastfeeding may have more impact than routine counselling. Conversely, this review did not find an association between self-hypnosis and breastfeeding outcomes. Data from this study can be used in designing prevention programs and future research with appropriate theoretical underpinning.

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