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PubMed | Senior Research and Evaluation Associate, Johns Hopkins Center For Communication Programs Jhuccp, COMSATS Institute of Information Technology, Bill and Melinda Gates Foundation and Manager Inc.
Type: Journal Article | Journal: World health & population | Year: 2016

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 (p0.05) and the percentage receiving information from doctors, mothers-in-law and relatives/friends nearly doubled (p0.05). 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.

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