Community-based communication strategies to promote infant iron nutrition in northern Canada.
OBJECTIVE
To evaluate innovative communication strategies promoting iron nutrition for infants at risk for iron deficiency anemia (IDA) in a northern Aboriginal community.


METHODS
A prospective process evaluation.


METHODS
A social marketing approach was used in the development, implementation and evaluation of the communication strategies. A post-intervention questionnaire was administered to a sample (n = 45) to evaluate reach and exposure of the strategies, and sales of iron-rich infant foods were examined pre- and post-intervention.


RESULTS
Multiple communication channels were associated with an increased awareness of IDA and an increased self-reported use of iron-rich infant food. Radio was the most successful channel for reach and exposure of messages. Iron-rich infant food sales increased from pre- to post-intervention (p < 0.05). Breadth of exposure to cooking activity was more limited; however, participants reported increased confidence in preparing homemade baby food.


CONCLUSIONS
Communication strategies are a promising strategy for infant IDA prevention where appropriate food is available.
Verrall
Tanya
T
School of Dietetics and Human Nutrition, McGill University, Ste. Anne de Bellevue, Quebec, Canada.
Napash
Lily
L
Leclerc
Lucie
L
Mercure
Sophie
S
Gray-Donald
Katherine
K
D000293:Adolescent; D000328:Adult; D018798:Anemia, Iron-Deficiency / Q000517:prevention & control*; D003142:Communication; D019058:Community Networks; D005260:Female; D006293:Health Promotion; D006801:Humans; D007223:Infant; D007225:Infant Food; D044382:Population Groups; D011446:Prospective Studies; D011792:Quebec; D040241:Social Marketing; D011795:Surveys and Questionnaires