An evaluation of breastfeeding promotion literature: does it really promote breastfeeding?
Breastfeeding pamphlets are being produced for new mothers by both commercial and nonprofit sources in increasing quantities. A regional lactation committee decided to evaluate these materials on the basis of accuracy, degree of positive approach to breastfeeding, readability and compliance with the WHO/UNICEF Code on the Marketing of Breast Milk Substitutes. Results indicate that materials produced by non-profit sources scored higher in positive approach accuracy and WHO Code compliance compared with commercial sources. Only 2 of 22 pamphlets in the sample were written within the recommended reading level of Grade 5-8. None of the materials met all of the criteria for good promotional breastfeeding literature.
McMaster University School of Nursing, Hamilton, Ontario, Canada.
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Valaitis
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Shea
D001294:Attitude to Health; D001942:Breast Feeding; D002170:Canada; D005069:Evaluation Studies as Topic; D017408:Guidelines as Topic / Q000592:standards; D006266:Health Education / Q000592:standards*; D006293:Health Promotion / Q000592:standards*; D006801:Humans; D010174:Pamphlets; D011932:Reading; D013664:Teaching Materials / Q000592:standards*; D014944:World Health Organization