Feature

National Survey Shows Breastfeeding Acceptance is Up

The National Breastfeeding Awareness Campaign surveyed almost 1000 people before and after the Campaigns 2004 launch. According to its new survey released at the start of World Breastfeeding Week today, more Americans in 2005 endorse breastfeeding, and are comfortable with women breastfeeding in public, than one year ago. Men in particular are more savvy about breastfeeding. The national Campaign was funded and sponsored by the US Department of Health and Human Services, and included a variety of public service announcements focusing on the health risks of not breastfeeding. To gauge the effectiveness of the messages, the project included this survey, which found the following results:

• 69% of men were comfortable seeing a baby breastfed in public in 2005, compared to only 59% of
  men in 2004
• 63% of men said they would be willing to have their own baby breastfed in public in 2005, compared to
  just 53% of men in 2004
• In 2005, 67% of women and 62% of men felt the best way to feed a baby was to give only breast
  milk – up from 60% (women) and 50% (men) in 2004
• In 2005, 59% of women and 65% of men agreed that babies should be breastfed exclusively for the
  first 6 months, up from 55% (women) and 53% (men) in 2004.

The Breastfeeding Center at Boston Medical Center is one of 15 community-based demonstration sites funded by the DHHS Office on Womens Health, to support the Campaign, which has received several awards, most recently from La Leche League International. The Campaign, with the slogan, Babies Were Born to be Breastfed, is designed to increase breastfeeding awareness, and to promote exclusive breastfeeding for six months.

“It seems that the Campaign messages have really gotten out, and seeing and hearing more about breastfeeding has made it more acceptable to people everywhere,” said Anne Merewood, Research Director for the Breastfeeding Center, and a public health researcher at Boston Medical Center. “Its interesting that men have really come on board. Perhaps in the past theyve thought this was a womens thing – but Dads support is critical when a mother breastfeeds.”

The Campaign was launched in June 2004, and relied on Ad Council public service announcements on radio, TV, and in the print media, to get its message across. The tracking report, based on telephone interviews across the US, showed that those who had seen at least one of the Campaigns TV ads were more likely to agree that breastfeeding decreased a childs risk of ear infections, obesity, respiratory illness, and diarrhea. More results showed:

• 75% of people who had seen the TV ads disagreed that formula is as good as breast milk, compared to 59% of those who had not seen the ads
• 59% of women who had seen the TV ads were more likely to be comfortable breastfeeding in public, compared to 39% of those who did not see the ads
• 73% of women who had seen the TV ads were more likely to be comfortable seeing other women breastfeed their babies in public compared to 55% of those who had not

These results are particularly interesting in the light of recent controversy over Barbara Walters comments about breastfeeding in public on ABCs TV show, the View.

Breastfeeding-based events are planned all over the country during World Breastfeeding Week. Clinicians (doctors, nurses) and patients – including supportive breastfeeding Dads will also be available to speak to the press at BMC, during World Breastfeeding Week.

To learn more about World Breastfeeding Week and the National Breastfeeding Awareness Campaign, visit www.WomensHealth.gov, rated #1 among all breastfeeding Web sites by the Journal of Human Lactation, or call the Helpline at 1-800-994-WOMAN (9662), Monday through Friday, from 9 a.m. to 6 p.m., EDT, or 617 414 3500.