The Association of a Large-Scale Television Campaign With Exclusive Breastfeeding Prevalence in Vietnam.

• Autores: Tung T. Nguyen, Silvia Alayón, Ann Jimerson, Danielle Naugle, Phuong H. Nguyen, Nemat Hajeebhoy, Jean Baker, Carol Baume, Edward A. Frongillo
• Localización: American journal of public health, ISSN 0090-0036, Vol. 107, Nº. 2, 2017, págs. 312-318
• Idioma: inglés
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• Resumen

  • Objectives. To examine the association between exposure to breastfeeding television spots and exclusive breastfeeding (EBF). Methods. We performed face-to-face interviews with 11 722 mothers of infants younger than 6 months using 5 cross-sectional surveys 6 or more months apart between 2011 and 2014 in Vietnam. Sample sizes were 2065 to 2593, and approximately 50% of participants lived in areas with (Alive & Thrive [A&T]-intensive [I]) and approximately 50% without (A&T-nonintensive [NI]) facilities offering counseling services. We analyzed data at individual and commune levels separately for A&T-I and A&T-NI areas. Results. Exposure to television spots was associated with higher EBF in A&T-I (odds ratio [OR] = 3.33; 95% confidence interval [CI] = 2.70, 4.12) and A&T-NI (OR = 1.31; 95% CI = 1.03, 1.67) areas. In A&T-I areas, mothers who could recall at least 1 message were more likely to report EBF. In A&T-NI areas, only recall of at least 3 messages was associated with higher EBF. In communes, 1 message recalled (mean score range = 0.3-2.4) corresponded to 17 (P = .005) and 8 (P = .1) percentage points higher EBF prevalence in A&T-I and A&T-NI communes, respectively. Conclusions. Mass media should be part of comprehensive programs to promote EBF. [ABSTRACT FROM AUTHOR]