Media Campaign on Exclusive Breastfeeding

Abstract

Research has proved that Exclusive Breastfeeding is vital in achieving optimal infant and child health, growth and development; and so there have been media campaigns in support of the initiative. This chapter explored the relationship between the media campaign for exclusive breastfeeding and mothers' decision to comply based on Symbolic Interactionism, Diffusion of Innovation, Social Responsibility, and Gate-keeping Theories. The questionnaire survey, conducted among 400 mothers in Anambra state, Nigeria, revealed that despite the enormous benefits of exclusive breastfeeding that have been well established and enormous campaign which has created tremendous awareness on the need to exclusively breastfeed babies, social structure of communities and social interaction within the community influence mother's perception and acceptability of the message. The study, therefore recommends that view of the opinion leaders and people with decision-making power should be sought after to know their stand on the issue of exclusive breastfeeding. Appropriate communication strategies should be developed to get their support for the idea since they are the custodians of the culture and have great influence on the people.