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Results from the National Breastfeeding Awareness Campaign

August 12, 2007

The National Breastfeeding Awareness Campaign recently released results of its campaign research, in which it attempted to assess whether women were hearing their, or other, breastfeeding promotion messages and their beliefs about breastfeeding. Women and men were surveyed in 2004 (before the ad campaign was launched) and 2005 (following the ad campaign), and results from those years were compared.

The methodology of the surveys is not described in the presentation in great detail, but the results including the following:
-38% had recently seen or heard something about breastfeeding, up from 28% in 2004. The most-cited medium for this was television.
-64% thought exclusive breastfeeding was the best way to feed a baby, up from 54% in 2004 and 39% in 2003.
-73% reported ever having breastfed a child, up from 68% in 2004.
-62% agreed that babies should be exclusively breastfed until 6 months of age, compared to 53% in 2004.
-52% of men reported being “very comfortable” seeing a woman breastfeed in a park, store, or mall, compared with 41% in 2004.
-Interestingly, 11% of men reported being “very uncomfortable” with the same, up from 9% in 2004.
-Overall, fewer men were “very or somewhat” comfortable having their own child breastfed in a park, store or mall (53%) than they were seeing another woman do the same (69%) for her own children.
-The same held true for women – 42% were “very or somewhat” comfortable breastfeeding their own child in public, but 58% felt “very or somewhat” comfortable seeing another woman do the same.

Although levels of comfort with public breastfeeding appear to be rising (a good thing), it’s interesting that some individuals are more comfortable with others’ breastfeeding than their own.

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