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Breastfeeding Promotion and Public Health Marketing

The following are examples of breastfeeding promotion initiatives and public health marketing campaigns.

USDA National Breastfeeding Promotion Campaign

"Loving Support Makes Breastfeeding Work," the WIC breastfeeding promotion campaign, is national in scope and being implemented at the State agency level. The goals of the campaign are to:

  • encourage WIC participants to initiate and continue breastfeeding,
  • increase referrals to WIC for breastfeeding support,
  • increase general public acceptance and support of breastfeeding,
  • and provide technical assistance to WIC State and local agency professionals in the promotion of breastfeeding.

Breastfeeding Promotion Consortium (BPC)

The USDA Food and Nutrition Service co-hosts, with the U.S. Department of Health and Human Services, biannual meetings of the Breastfeeding Promotion Consortium, which was established in 1990 to exchange ideas on how the Federal government and private health organizations can collaboratively promote breastfeeding as the optimal form of infant nutrition.

The BPC is composed of over 25 organizations including health professional associations, breastfeeding advocacy groups, and other Federal agencies that promote and support breastfeeding through sharing information and sponsoring joint projects.

DHHS National Breastfeeding Awareness Campaign

The U.S. Department of Health and Human Services Office on Women's Health (OWH) was funded to carry out the recommendations of the HHS Blueprint for Action on Breastfeeding in a National Breastfeeding Awareness Campaign to promote breastfeeding among first-time parents (mothers and fathers) who would not normally breastfeed. The campaign aimed to empower women to commit to breastfeeding and to highlight new research that shows that babies who are exclusively breastfed for six months are less likely to develop ear infections, diarrhea, respiratory illnesses, and may be less likely to develop childhood obesity. The campaign ran from June 2004 through April 2006.