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  • Title: Breastfeeding on prime-time in Brazil.
    Author: Castello Branco H.
    Journal: Dev Commun Rep; 1990; (71):4, 7. PubMed ID: 12343009.
    Abstract:
    An example of the potential power of mass media in helping implement health programs, Brazil conducted a highly successful advertising campaign aimed at increasing the prevalence and duration of breastfeeding. The advertising campaign formed part of the 1981-84 breastfeeding program, which included -- among other things -- implementing maternity laws, establishing support groups for breastfeeding mothers, and disseminating information to policymakers. While several methods to inform parents had been tried, all had encountered resistance. An intensive mass media campaign changed all that. In 1982, 100 television channels began airing frequent, prime- time commercials -- an effort supplemented by radio sports, posters, and print advertisements. The airing of commercials followed extensive research and pretesting of the material, and were intended to help break down social barrier to breastfeeding, which included: women's fears that their breast size made then incapable of breastfeeding; employers' lack of support for working mothers; the lack of unity among doctors that breastfeeding is right for every child; and "machismo" -- men's attitude that the breast is only a sexual object. In order to establish a common goal, all spots ended with the slogan: "Breastfeeding -- 6 months that build up a life." And to establish credibility, the commercials featured well-known Brazilian celebrities. A spot aimed at facilitating the act for other women showed a popular actress breastfeeding her own child; another commercial showed a well- known singer and male role model asking fathers to support breastfeeding. An evaluation conducted in 1987 indicated significant positive changes due to the advertising campaign, demonstrating the potential of mass media in raising public awareness.
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