National Hispanic Breastfeeding Promotion Project
SUMA/Orchard Social Marketing, Inc. developed a culturally-specific
social marketing campaign for the USDA Food and Nutrition Services
division promoting breastfeeding to Hispanic WIC mothers. SOSM also
researched how acculturation affects infant feeding choices in Hispanic
populations.
Formative research included focus groups and
one-on-one interviews nationwide to inform strategy, ensure cultural
relevance and develop key messages. The campaign included an emphasis on
family support, including creative and informational bilingual brochures
about the benefits of breastfeeding targeted to grandmothers and
fathers.
An educational bilingual video developed for WIC
mothers won three Telly awards in the Animation, How-To/Instructional
and Cultural categories.
