HARAMAYAUNIVERSITY

COLLEGE OF HEALTH AND MEDICAL SCIENCES

SCHOOL OF GRADUATE STUDIES
• Application of Social Marketing and Response Tool (SMART)
on Breast Feeding

Prepared by :ASAYE GOJAME DADO

Submitted to :Instructor Mr.Melake Demena,Assistant Professor

 Content of title
• Inroduction
• Historical backgound of breast feeding
• Promotion of SMART on breast feeding
• Initiation of SMART on breast feeding
• Application of SMART on breast feeding
• Conclusion
• Referrence
 Objectives

At the end of this title be able to

 Understand the definitions

 Know promotion of SMART on Breast feeding

 Identify the initiation of SMART on Breast feeding

 Know the application of SMART on Breast

feeding
 INTRODUCTION

• Social marketing involves the application of commercial

marketing principles to advance the public good.
• A social marketing campaign starts with the identification
of a benefit (e.g., breastfeeding) and how the target
audience perceives this benefit.
 Cont…..
• Developing effective social marketing campaigns requires an

in-depth understanding of the determinants of the behavior in

the different contexts where it will take place and the

consequences of performing the behavior or not.

• This understanding allows for the initial development of the

campaign’s brand, relevance, and positioning through an

evidence-based marketing mix following the ‘‘4Ps’’

(product,price, place, promotion).

 Cont…..

• The marketing mix is designed to maximize use of the

product(e.g., breast pump) (or service[e.g., peer counselors]

or activity [e.g., breastfeeding support group]), taking into

account consumers’ perceptions about the price or sacrifices

they will need to make to follow the target behavior.

• For example, employed women may be very resistant to

consider exclusive breastfeeding if sacrificing their jobs is

what it would take for them to be able to do so.

 Cont……..

• Social marketing has currently emerged as a popular

tool in health promotion, being given special
attention in recent public health literature.
• This popularity is based on reasonable evidence that
carefully managed social marketing programmes
can be very effective.
• Breastfeeding is nature’s best way of nurturing the
child.
 Introduction to Breastfeeding
• Breast feeding is the feeding of an infant or young child with

breast milk directly from female human breasts (i.e., via lactation)
rather than using infant formula.

• Babies have a sucking reflex that enables them to suck and

swallow milk.

• Experts recommend that children be breastfed within one hour of

birth, exclusively breastfed for the first six months, and then
breastfed until age two with age-appropriate, nutritionally
adequate and safe complementary foods.
 Breast feeding History

• Breastfeeding has been important since the beginning of

mankind.
• In the Egyptian, Greek and Roman empires, women
usually fed only their own children.
• However, breastfeeding began to be seen as something too
common to be done by royalty, and wet nurses (a wet nurse
is someone who nurses another's baby regularly) were
employed to breastfeed the children of the royal families.
 Cont…….
• This extended over time, particularly in Western Europe, where
noble women often made use of wet nurses.

• But lower class women breastfed their infants and used a wet nurse
only if they were unable to feed their own infant.

• The trend of wet-nursing gradually waned in developed countries

throughout the last century, and during the post–World War II baby
boom was replaced by the trend of bottle feeding, thanks to the
extensive marketing and availability of infant formula.
 Social Marketing as a Tool for Promoting
Breastfeeding
• Marketing initiatives include promotions and advertising that support

or encourage breastfeeding as well as imagery in the media that

strengthen the perception of breastfeeding as a normal, accepted

activity.

• Marketing can take place through broad venues traditionally

considered part of advertising or can be more targeted and use

methods such as professional endorsements, providing items to

targeted audiences, and sponsoring events focused on a specific

 Cont……..

• Media campaigns are commonly presented to a wide audience and

use public channels such as television, radio, printed materials, or
outdoor advertising.
• Social marketing campaigns go beyond media campaigns.

• They are comprehensive, multifaceted approaches providing

targeted, coordinated interventions to a variety of audiences,
including consumers, their support systems, health care providers,

the community, and the general public.

 Initiatives taken to encourage breastfeeding

• World Breastfeeding Week (1-7

August, 2013): World Breastfeeding Week
2013 is part of the GBICS (Global Breastfeeding
Initiative for Child Survival) Programme.
 Cont………

• The GBICS Programme aims to contribute to the

achievement of sustainable development - beyond the
Millennium Development Goals - by scaling up
breastfeeding and infant and young child interventions
and transforming Policies into Practice which contributes
to efforts aimed at addressing climate change and gender
inequality in the framework of human rights.
 Cont……

• World Breastfeeding Trends Initiative

(WBTi):The WBTi, which serves as a lens to find out gaps
in policy and programmes, helps nations initiate action to bridge
these gaps.
• This programme is already running in over 80 countries.
• The brain child of IBFAN (The International Baby Food Action
Network) Asia, WBTi is an integral part of two global projects
jointly funded by NORAD and SIDA.
 Cont………

• National Institute of Public Cooperation and Child Development

and Breastfeeding Promotion Network of India jointly coordinated
the India 2012 WBTi assessment.
• The India’s 2012 Report is the assessment of the state of
implementation of the Global Strategy for Infant and Young Child
Feeding, and accomplished under the World Breastfeeding Trends
Initiative (WBTi) of IBFAN Asia.
• Baby Friendly Hospital Initiative (BFHI):
Hospitals and maternity units set a powerful example for new
mothers.

• The Baby-Friendly Hospital Initiative (BFHI), launched in 1991, is

an effort by UNICEF and the World Health Organization to ensure
that all maternities, whether free standing or in a hospital, become
centers of breastfeeding support.

• The initiative is a global effort for improving the role of maternity

services to enable mothers to breastfeed babies for the best start in
 Cont……….

• It aims at improving the care of pregnant women,

mothers and newborns at health facilities that
provide maternity services for protecting,
promoting and supporting breastfeeding, in
accordance with the International Code of
Marketing of Breast milk Substitutes.
 APPLICATION OF SMART ON BREAST
FEEDING
Product
• . Concrete physical products, services,
practices, and intangible ideas (most often
the case in the field of public health
• . Breastfeeding is the main product.
• Weight loss is the underlying benefit
Price
• Sometimes breastfeeding is painful.
• Some people might not be comfortable
breastfeeding in public.
• The economic, social, psychological,
emotional, and physical costs of
breastfeeding.
 Cont……………..

Place

• You can access breastfeeding support online.

• You can speak to a lactation consultant for help.

Promotion

• A commercial on television tells you about benefits of breastfeeding.

• There is a website for the New York State Department of Health WIC Program.
Cont…………..
 Application of social marketing principles
on breast feeding
• 1. Phase 1: Preliminary Planning
Identify the problem for breast feeding
Goal setting/develop Goals for breast feeding
promotion
Make an outline for breast feeding
Project costs for program
 CONT……….
Phase 2: Consumer Analysis
Segment and identify the priority population
Identify formative research methods regarding
breast feeding
Identify mothers wants, needs, and preferences
Develop preliminary ideas
 Cont…….

• Phase 3: Market Analysis

Establish and define the market mix (4P's)

Product, Price, Place, Promotion interms of breast

feeding.
Assess the market to identify competitors
 Cont…..

• Phase 4: Channel Analysis

Identify appropriate communication channels
Assess options for program distribution
Identify communication roles
 Cont……..

• Phase 5: Develop Interventions, Materials,

and Pretest
– Develop program intervention
– Interpret the marketing mix
– Pretest and refine the program
 Cont……..

6. Phase 6: Implementation
Communicate with partners
Activate communication and distribution strategies
Document and compare procedures
Refine the program
 Cont………..

• Phase 7: Evaluation
Is priority population receiving the message“
Assess the impact of the program on the priority
population especially on mothers of breast feeding.
Ensure that program delivery is consistent
Analyze changes in the priority population
 Conclusion

• Social marketing is a framework that has been

successfully applied to improve breastfeeding and
other behavioral and health outcomes.
• Changing public opinion toward breastfeeding in
public is a major step that needs to be taken for
making breastfeeding ‘‘in all places and at all times’’a
social norm in the country.
 Cont………

• For this to happen it is important to design social

marketing campaigns that target the key forces (e.g.,
family and friends, healthcare providers, employers,
formula industry, legislators) that influence the decision
and ability of women to breastfeed for the recommended
amount of time.
 Cont…….

• This will require formative research that applies the

social–ecological model to different population
segments in order to identifying the right systems
and individual incentives needed to nudge more
women to breastfeed for longer

• New breastfeeding campaigns need to understand

and take into account the information acquisition
preferences of the target audiences
 Acknowledgment

• First I would like to express my heart felt

gratitude to instructor Mr . Melake
Demena ,assistant professor giving group
assignment on SMART and an individual
assignment specific health related topics how
to apply SMART on it.
 Reference
1. Global Journal of Management and Business Studies.ISSN 2248-9878

Volume 3, Number 3 (2013), pp. 303-308© Research India

Publicationshttp://www.ripublication.com/gjmbs.htm

2. Review of Social Marketing within Public Health Regional Settings

Snapshot: November 2008 to January 2009

3. International Journal of Science and Research (IJSR) ISSN (Online):

2319-7064 Index Copernicus Value (2013): 6.14 | Impact Factor (2013):

4.438
 Cont….

• HealthStyles Survey—Breastfeeding Practices:

2007.wwwcdc.gov/breastfeeding/data/healthsles_s
urvey/survey_2007.htm# (accessed June 10,
2012).
• Lefebvre RC. An integrative model for social
marketing.JSoc Market2011;1:54–72