دانلود Using social marketing to encourage teenage mothers to breastfeed

Abstract

Purpose– This purpose of this paper is to report on a study of the possible role of social marketing in encouraging breastfeeding amongst teenage mothers. UK teenage mothers are particularly prone to low  levels  of  breastfeeding  and  there  has  been  a  lack  of  response  to  traditional  health  education approaches. The purpose of this paper is to report on an in-depth, qualitative exploration into the use of social marketing to address this problem.

Design/methodology/approach– Qualitative interviews were conducted in 2009 with 58 pregnant teenagers,  young  mothers  and  their  influencers  to  explore  feeding  decisions  and  examine  social marketing  options.  The  Theory  of  Planned  Behaviour  (TPB)  emerged  as  the  most  appropriate framework to explain the major influences on breastfeeding. This was used to structure a solution that highlighted  three  strategic  priorities  for  social  marketing  based  on  the  TPB’s  three  components: changing attitudes, altering social norms and increasing confidence.

Findings– Health benefits of breastfeeding were not disputed, but neither were they found to be a strong motivator for this age group. Personal benefits oriented to the mother were explored, some of which  seem  more  promising  in  maintaining  breastfeeding  and  the  quality  of  ante-  and  postnatal service was critical. Finally, the “public” image of breastfeeding was often a negative, with the perceived lack of social acceptance of breastfeeding in public places acting as a barrier to continued practice.

Originality/value– This paper offers insights into the experiences of this group of young mothers and the findings were shared with the health trust funding the research, to help in a clinical pathway redesign. A separate social marketing-based solution to counter this is proposed, with the long-term aim to make breastfeeding the default societal norm.