title: Case Study: Effects of a Media Campaign on Breastfeeding Behaviors in Sindh Province, Pakistan.
abstract: A 2013-2014 media campaign in Sindh Province, Pakistan, promoted healthy breastfeeding practices. According to data from annual household surveys, 26.7% of mothers saw one television spot and 19.4% saw another. The proportion of mothers who received breastfeeding information via television increased from 8.3% to 29.4% after the campaign (p≤0.05) and the percentage receiving information from doctors, mothers-in-law and relatives/friends nearly doubled (p≤0.05). However, no improvements in breastfeeding practices were reported. The experience in Sindh suggests that, in order to change breastfeeding practices, mass media interventions should be linked with other interventions, such as provider counseling, that involve influential family members in addition to mothers.
authors: Senior Research and Evaluation Associate, Jhpiego, Baltimore, MD, USA.
authors: Young-Mi
authors: YM
authors: Kim
authors: Deputy Chief of Party, Johns Hopkins Center for Communication Programs (JHU.CCP), Islamabad, Pakistan.
authors: Zaeem-Ul
authors: ZU
authors: Haq
authors: Program Manager, Monitoring & Evaluation, John Snow Research & Training Institute, Inc. (JSI), Karachi, Pakistan.
authors: Jamila
authors: J
authors: Soomro
authors: Manager, Community Mobilization, Marie Stopes Society, Karachi, Pakistan.
authors: Zia
authors: Z
authors: Sultana
authors: Assistant Professor, COMSATS Institute of Information Technology, Islamabad, Pakistan.
authors: Azeema
authors: A
authors: Faizunnisa
authors: Senior Program Officer, Bill & Melinda Gates Foundation, Seattle, WA, USA.
authors: Sohail
authors: S
authors: Agha