WeChat can be a potential way to deliver infant and young child feeding recommendations in rural areas in China: A mixed quantitative and qualitative study

Abstract

Background Appropriate infant and young child feeding practices are the basis for child nutrition, which can be influenced by mothers’ exposure to health promotion messages. In China, WeChat is gradually changing the channels people receive information. This paper aims to explore the feasibility of using WeChat as an intervention to improve Infant and young child feeding in rural China. Methods A mixed-methods study was carried out in Huzhu County, Qinghai province, China. Quantitative data were from two cross-sectional surveys with children aged 6-23 months and their caregivers to collected feeding knowledge and practices, caregiver’s use of smartphones and WeChat in 2012 (N=1804) and 2018 (N=754), respectively. Qualitative data were from 33 semi-structured interviews with pregnant women and mothers. In addition, we developed a WeChat feeding health education platform and asked women for their using experiences. Results In both surveys, less than 10% of caregivers knew that breastfeeding can be continued up to two years, less than 50% knew the accurate duration of exclusive breastfeeding, and only around 20% knew meat should be given to children from the age of 6-8 months. Similarly, the feeding practices were suboptimal and most key infant feeding practices did not change over the years. In both surveys, only around 30% of caregivers ever received feeding information during pregnancy or after delivery. Among them, around 50% of caregivers received from their relatives and friends, followed 30% from health facilities and communities. More than 80% of mothers were currently using both a smartphone and the WeChat app. Mothers could easily access the internet on their smartphones (90.8%), as WiFi was available at home or at the workplace. Furthermore, 75.4% of them were willing to receive feeding information from WeChat official accounts. The WeChat feeding health education platform was generally accepted by pregnant women and mothers. Conclusions Caregivers’ feeding knowledge and practices were poor in Huzhu County, and there was an absence of accurate information sources on infant feeding and child nutrition. WeChat could be a potential way to deliver infant feeding recommendations to mothers in rural China.