My People are Dying of Ignorance: Changes in Exclusive Breastfeeding Knowledge, Benefits, Barriers, and Misconceptions in Family Members Involved in a Breastfeeding Promotion Campaign

Abstract

BackgroundSince 2003, WHO has recommended exclusive breastfeeding (EBF) for the first 6 months of life. In the NW Region of Cameroon only 34% of women EBF for six months. Previous research indicates that family members positively influence women's breastfeeding practices, but are often excluded from breastfeeding promotion campaigns.Study ObjectiveTo design an Entertainment Education (EE) audio program to test the hypothesis that EE improves EBF knowledge, benefits, and decreases misconceptions and barriers among family members of breastfeeding women.MethodsFormative research consisting of 12 semi‐structured interviews and 6 focus group discussions informed the content of an EE audio program using grounded theory. Differences in EBF knowledge, benefits, barriers and misconceptions between and within the control group and the intervention group were evaluated using pre‐and post‐tests and analyzed with Wilcoxon Sign Test and Mann‐Whitney statistical tests.ResultsThe audio program significantly improved overall EBF knowledge and benefits and decreased misconceptions within the intervention group (p <. 05).ConclusionThis study provided insight into family member's EBF knowledge, benefits, barriers, and false misconceptions and proved that an EE audio program is an effective method of providing breastfeeding education to this population.