How did the use of the social marketing approach in Egyptian communities succeed in improving breastfeeding practices and infants’ growth?

Autor: Ammal M. Metwally, Walaa A. Basha, Ghada A. Elshaarawy, Sara F. Sallam, Inas R. El-Alameey, Amira S. El Rifay, Walaa Yousef, Amira A. Goda, Galal A. Elashry, Doaa E. Ahmed, Nayera E. Hassan, Sahar A. El-Masry, Nihad A. Ibrahim, Soha M. Abd El Dayem, Wafaa A. Kandeel, Ebtissam M. Salah El-Din, Rokia Abd Elshafy S. El Banna, Iman H. Kamel, Enas M. Abdelhamid, Mohamed Abdelrahman, Walaa S. Mahmoud
Jazyk: angličtina
Rok vydání: 2024
Předmět:
Zdroj: BMC Public Health, Vol 24, Iss 1, Pp 1-16 (2024)
Druh dokumentu: article
ISSN: 1471-2458
DOI: 10.1186/s12889-024-18469-y
Popis: Abstract Introduction Improving breastfeeding practices does not always link to interventions relying only on improving nutrition awareness and education but needs cultural and behavioral insights . Aim This study aimed to evaluate the changes in core breastfeeding indicators as a result of the use of social marketing (SM) approach for improving breastfeeding practices of Egyptian women and the physical growth of infants aged 6 to 12 months. The core breastfeeding indicators were: Early initiation of breastfeeding within one hour of birth, Predominant and exclusive breastfeeding to 6 months (EBF), Bottle feeding with formula, continued breastfeeding to 1 and 2 years, and responsiveness to cues of hunger and satiety. Methods A quasi-experimental longitudinal study with a posttest-only control design was done over 3 years in three phases; the first was in-depth interviews and formative research followed by health education and counseling interventions and ended by measuring the outcome. Motivating mothers’ voluntary behaviors toward breastfeeding promotion “feeding your baby like a baby” was done using SM principles: product, price, place, and promotion. The interventions targeted 646 pregnant women in their last trimester and delivered mothers and 1454 women in their childbearing period. The statistical analysis was done by using SPSS program, version 26. Results Most mothers showed significantly increased awareness about the benefits of breastfeeding and became interested in breastfeeding their children outside the house using the breastfeeding cover (Gawn) (p
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