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American Public Health Association
133rd Annual Meeting & Exposition
December 10-14, 2005
Philadelphia, PA
APHA 2005
 
3053.1: Monday, December 12, 2005 - Table 1

Abstract #105370

Strategies to Implement a National Breastfeeding Awareness Campaign at the Local Level- Exploring the O.U.T. Model

Felicia Washington, CHES, MPH1, Nathalie A. Bartle, EdD1, and Lila Slovak2. (1) School of Public Health, Drexel University, Mail Stop 660, 245 N 15th Street, Philadelphia, PA 19102, 202-262-7930, fwashington@siumed.edu, (2) Maternity Care Coalition, 2000 Hamilton Street, Suite 205, Philadelphia, PA 19130

Objectives: What strategies are needed to implement a National Breastfeeding Awareness Campaign at the local level in minority communities?

Methods: This project reviewed the literature to analyze and evaluate effective strategies that can be employed to promote breastfeeding. Additionally, this project collected qualitative data from 12 Latina and African-American mothers who chose to breastfeed despite cultural, social, and economic barriers. Open-ended interviews were conducted to gather central themes about their decision to breastfeed, barriers experienced, and advice for other mothers. These central themes were analyzed based on the Theory of Reasoned Action to determine strategies that lead to improved breastfeeding initiation and duration rates.

Results: Development of the OUT Model (Outreach, Transform, Unite) to implement a national campaign at the local level.

Conclusions: • Implementation at the local level involves strategies focused on the community, e.g. the O.U.T. Model • Local barriers and resources must be identified and addressed in order to successfully implement a national campaign at the local level • Low-income mothers who breastfeed need an exceptional level of support, independence, personal motivation, and determination that will empower them to overcome barriers to breastfeeding • Family opposition is a detrimental factor for successful duration rates for low-income minority women

Learning Objectives:

Keywords: Breastfeeding, Minority Health

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.

Current Issues in Health Education and Health Promotion

The 133rd Annual Meeting & Exposition (December 10-14, 2005) of APHA