The Impact of the Healthcom Mass Media Campaign on Timely Initiation of Breastfeeding in Jordan

Abstract

Initiation of breastfeeding within several hours after a child's birth increases the likelihood of exclusive breastfeeding and longer duration of breastfeeding. However, common beliefs among mothers and health-care providers and routine hospital practices can constrain timely breastfeeding initiation. This article examines the impact of a mass media breastfeeding campaign in Jordan within the context of other activities occurring during and after the child's birth. The campaign had a positive impact on all mothers' knowledge, and on timely initiation of breastfeeding for home and public hospital deliveries, but not for those in private hospitals. The findings indicate that a communication campaign can bring about change in breastfeeding initiation behavior, but that providing mothers with information should be but one part of an integrated program to ensure that hospital and midwife policies and practices support timely initiation.

Prevalence of Delayed Breastfeeding Initiation and Its Risk Factors Among Reproductive Aged Women in Somalia: A Cross‐Sectional Study Using Somalia Health and Demographic Survey

“…Facility counseling should support early initiation for low birth weight infants, ensuring timely breastfeeding. Similarly, mothers residing in the community with media access had a lower likelihood of delayed breastfeeding initiation compared to those without media, in agreement with studies conducted in Ghana [ 44 ], Jordan [ 45 ] and Ethiopia [ 21 ]. One possible explanation is that access to information through media can improve community knowledge and practices regarding breastfeeding, promoting newborn health and survival which provide an efficient way to reach large populations within a country [ 46 ].…”

Prevalence of Delayed Breastfeeding Initiation and Its Risk Factors Among Reproductive Aged Women in Somalia: A Cross‐Sectional Study Using Somalia Health and Demographic Survey

“…Facility counseling should support early initiation for low birth weight infants, ensuring timely breastfeeding. Similarly, mothers residing in the community with media access had a lower likelihood of delayed breastfeeding initiation compared to those without media, in agreement with studies conducted in Ghana [ 44 ], Jordan [ 45 ] and Ethiopia [ 21 ]. One possible explanation is that access to information through media can improve community knowledge and practices regarding breastfeeding, promoting newborn health and survival which provide an efficient way to reach large populations within a country [ 46 ].…”

Interventions and Programs to Promote Breastfeeding in Arabic-Speaking Countries: A Scoping Review

“…Implementation of a newborn care package in four health centers in Somalia that included training health workers and provision of delivery and newborn kits while early initiation of breastfeeding increased from 30.1 to 83.7% with an adjusted odds ratio 10.6 (95% Confidence Interval: 10.6; P < 0.014) (Amsalu et al, 2020 ). A year-long intervention that involved a 2-day seminar for health care workers combined with two 3-month long mass media campaigns in Jordan reported an increase in breastfeeding initiation within 6 h of infant’s birth: 39.9% before the seminar to 54.3% following the media campaigns(McDivitt et al, 1993 ).…”

“…Successful interventions included in this review provided mothers’ education plus pre- and post-partum support for the mother by health professionals (Alnasser et al, 2018 ; AL-Nuaimi et al, 2019 ; Amsalu et al, 2020 ; Baih, 2020 ; Hanafi et al, 2014 ; McDivitt et al, 1993 ; Mostafa et al, 2019 ; Youssef et al, 1993 ). Post-partum support is a key way of encouraging mothers, especially new mothers, to exclusively breastfeed helps build their confidence in their ability to produce sufficient milk for their infants (Rollins et al, 2016 ).…”

Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low- and Middle-Income Countries

“…Of the 32 child survival evaluations, 26 show positive effects of mass media interventions on a wide range of self-reported behaviors including antenatal care during the most recent pregnancy (Hutchinson, Lance, Guilkey, Shahjahan, & Haque, 2006 ), vaccination coverage (Hornik et al, 2002 ; Hutchinson et al, 2006 ; Quaiyum et al, 1997 ; Zimicki et al, 1994 ), last night bed net use (Bowen, 2013 ), early initiation of breastfeeding (McDivitt, Zimicki, Hornik, & Abulaban, 1993 ; Sun et al, 2011 ), minimum dietary diversity (Monterrosa et al, 2013 ; Sun et al, 2011 ), consumption of iron-rich foods (Sun et al, 2011 ) and foods rich in vitamin A (De Pee et al, 1998 ; Monterrosa et al, 2013 ), handwashing with soap (Scott et al, 2008 ), and oral rehydration therapy (Gutiérrez et al, 1996 ; Hornik et al, 2002 ; Kassegne et al, 2011 ; Kenya et al, 1990 ; McDowell & McDivitt, 1990 ). Three evaluations show effects on somewhat more objective behavioral outcomes including observed handwashing after cleaning a baby's bottom (Curtis et al, 2001 ), number of tuberculosis tests performed (Jaramillo, 2001 ), and vitamin A serum status (De Pee et al, 1998 ).…”

Prevalence of Delayed Breastfeeding Initiation and Its Risk Factors Among Reproductive Aged Women in Somalia: A Cross‐Sectional Study Using Somalia Health and Demographic Survey

“…Facility counseling should support early initiation for low birth weight infants, ensuring timely breastfeeding. Similarly, mothers residing in the community with media access had a lower likelihood of delayed breastfeeding initiation compared to those without media, in agreement with studies conducted in Ghana [ 44 ], Jordan [ 45 ] and Ethiopia [ 21 ]. One possible explanation is that access to information through media can improve community knowledge and practices regarding breastfeeding, promoting newborn health and survival which provide an efficient way to reach large populations within a country [ 46 ].…”

Interventions and Programs to Promote Breastfeeding in Arabic-Speaking Countries: A Scoping Review

“…Implementation of a newborn care package in four health centers in Somalia that included training health workers and provision of delivery and newborn kits while early initiation of breastfeeding increased from 30.1 to 83.7% with an adjusted odds ratio 10.6 (95% Confidence Interval: 10.6; P < 0.014) (Amsalu et al, 2020 ). A year-long intervention that involved a 2-day seminar for health care workers combined with two 3-month long mass media campaigns in Jordan reported an increase in breastfeeding initiation within 6 h of infant’s birth: 39.9% before the seminar to 54.3% following the media campaigns(McDivitt et al, 1993 ).…”

“…Successful interventions included in this review provided mothers’ education plus pre- and post-partum support for the mother by health professionals (Alnasser et al, 2018 ; AL-Nuaimi et al, 2019 ; Amsalu et al, 2020 ; Baih, 2020 ; Hanafi et al, 2014 ; McDivitt et al, 1993 ; Mostafa et al, 2019 ; Youssef et al, 1993 ). Post-partum support is a key way of encouraging mothers, especially new mothers, to exclusively breastfeed helps build their confidence in their ability to produce sufficient milk for their infants (Rollins et al, 2016 ).…”

Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low- and Middle-Income Countries

“…Of the 32 child survival evaluations, 26 show positive effects of mass media interventions on a wide range of self-reported behaviors including antenatal care during the most recent pregnancy (Hutchinson, Lance, Guilkey, Shahjahan, & Haque, 2006 ), vaccination coverage (Hornik et al, 2002 ; Hutchinson et al, 2006 ; Quaiyum et al, 1997 ; Zimicki et al, 1994 ), last night bed net use (Bowen, 2013 ), early initiation of breastfeeding (McDivitt, Zimicki, Hornik, & Abulaban, 1993 ; Sun et al, 2011 ), minimum dietary diversity (Monterrosa et al, 2013 ; Sun et al, 2011 ), consumption of iron-rich foods (Sun et al, 2011 ) and foods rich in vitamin A (De Pee et al, 1998 ; Monterrosa et al, 2013 ), handwashing with soap (Scott et al, 2008 ), and oral rehydration therapy (Gutiérrez et al, 1996 ; Hornik et al, 2002 ; Kassegne et al, 2011 ; Kenya et al, 1990 ; McDowell & McDivitt, 1990 ). Three evaluations show effects on somewhat more objective behavioral outcomes including observed handwashing after cleaning a baby's bottom (Curtis et al, 2001 ), number of tuberculosis tests performed (Jaramillo, 2001 ), and vitamin A serum status (De Pee et al, 1998 ).…”

Prevalence of Delayed Breastfeeding Initiation and Its Risk Factors Among Reproductive Aged Women in Somalia: A Cross‐Sectional Study Using Somalia Health and Demographic Survey

“…Facility counseling should support early initiation for low birth weight infants, ensuring timely breastfeeding. Similarly, mothers residing in the community with media access had a lower likelihood of delayed breastfeeding initiation compared to those without media, in agreement with studies conducted in Ghana [ 44 ], Jordan [ 45 ] and Ethiopia [ 21 ]. One possible explanation is that access to information through media can improve community knowledge and practices regarding breastfeeding, promoting newborn health and survival which provide an efficient way to reach large populations within a country [ 46 ].…”

Interventions and Programs to Promote Breastfeeding in Arabic-Speaking Countries: A Scoping Review

“…Implementation of a newborn care package in four health centers in Somalia that included training health workers and provision of delivery and newborn kits while early initiation of breastfeeding increased from 30.1 to 83.7% with an adjusted odds ratio 10.6 (95% Confidence Interval: 10.6; P < 0.014) (Amsalu et al, 2020 ). A year-long intervention that involved a 2-day seminar for health care workers combined with two 3-month long mass media campaigns in Jordan reported an increase in breastfeeding initiation within 6 h of infant’s birth: 39.9% before the seminar to 54.3% following the media campaigns(McDivitt et al, 1993 ).…”

“…Successful interventions included in this review provided mothers’ education plus pre- and post-partum support for the mother by health professionals (Alnasser et al, 2018 ; AL-Nuaimi et al, 2019 ; Amsalu et al, 2020 ; Baih, 2020 ; Hanafi et al, 2014 ; McDivitt et al, 1993 ; Mostafa et al, 2019 ; Youssef et al, 1993 ). Post-partum support is a key way of encouraging mothers, especially new mothers, to exclusively breastfeed helps build their confidence in their ability to produce sufficient milk for their infants (Rollins et al, 2016 ).…”

Systematic Review of the Effectiveness of Mass Media Interventions for Child Survival in Low- and Middle-Income Countries

“…Of the 32 child survival evaluations, 26 show positive effects of mass media interventions on a wide range of self-reported behaviors including antenatal care during the most recent pregnancy (Hutchinson, Lance, Guilkey, Shahjahan, & Haque, 2006 ), vaccination coverage (Hornik et al, 2002 ; Hutchinson et al, 2006 ; Quaiyum et al, 1997 ; Zimicki et al, 1994 ), last night bed net use (Bowen, 2013 ), early initiation of breastfeeding (McDivitt, Zimicki, Hornik, & Abulaban, 1993 ; Sun et al, 2011 ), minimum dietary diversity (Monterrosa et al, 2013 ; Sun et al, 2011 ), consumption of iron-rich foods (Sun et al, 2011 ) and foods rich in vitamin A (De Pee et al, 1998 ; Monterrosa et al, 2013 ), handwashing with soap (Scott et al, 2008 ), and oral rehydration therapy (Gutiérrez et al, 1996 ; Hornik et al, 2002 ; Kassegne et al, 2011 ; Kenya et al, 1990 ; McDowell & McDivitt, 1990 ). Three evaluations show effects on somewhat more objective behavioral outcomes including observed handwashing after cleaning a baby's bottom (Curtis et al, 2001 ), number of tuberculosis tests performed (Jaramillo, 2001 ), and vitamin A serum status (De Pee et al, 1998 ).…”