The role of marketing in the promotion of breastfeeding

Hubungan Keaktifan Kader dan Partisipasi Ibu pada Kegiatan Posyandu dengan Cakupan ASI Eksklusif di Wilayah Kerja Puskesmas Waru Sidoarjo

Background: Exclusive breastfeeding program is important because breastfeeding is an important stage for baby's growth. However, exclusive breastfeeding coverage is still low. The role of posyandu cadres is important to increase the coverage of exclusive breastfeeding by giving education to posyandu participants about exclusive breastfeeding.Objective: To study the relationship between cadre activeness and mother’s participation with the coverage of exclusive breastfeeding at the posyandu located in the work area of Waru Public Health Center, Sidoarjo.Methods: Analytic research with cross sectional design was carried out in July-September 2018. The sample size of 51 posyandu was randomly selected using the stratified random sampling method. The research variables were exclusive breastfeeding coverage, the implementation of posyandu activities, the level of activity of cadres and the participation of mother of children under five were obtained from secondary data posyandu. The location was in the Waru region. To strengthen the results, FGD (Focus Group Discussion) was conducted with mothers of children under five in 5 randomly selected posyandu. Analysis used the Spearmen test.Results:Out of 51 posyandu there was no exclusive breastfeeding coverage that meets the target of 80%. The target D / S coverage was 87%, 44 posyandu (86.27%) did not meet the target while 7 posyandu (13.73%) had met the target. All cadres belong to the category of active cadres. Posyandu activities that run routinely were 83.31% while 15.69% were not routine. No relationship was found between mother’s participation in infants (p = 0.077) and cadre activeness (p = 0.691) with exclusive breastfeeding coverage at posyandu activities. There was a relationship between Posyandu activities and exclusive breastfeeding coverage (p = 0.004). From the FGD, the results that affect the coverage of exclusive breastfeeding were knowledge, formula feeding and working mothers.Conclusion: Mother’s participation and activeness of posyandu cadres are not related to exclusive breastfeeding coverage, but posyandu activities are connected with exclusive breastfeeding coverage. From the FGD results, it is found that the factors that influenced the exclusive breastfeeding coverage are knowledge, formula feeding and working mothers. It needs to increase the implementation of posyandu activities and socialization for posyandu participants.ABSTRAKLatar Belakang: Program ASI eksklusif penting dikarenakan pemberian ASI merupakan tahap penting bagi tumbuh kembang bayi, akan tetapi cakupan ASI eksklusif masih rendah. Peran kader posyandu penting untuk meningkatkan cakupan ASI eksklusif dengan memberikan edukasi kepada peserta posyandu mengenai ASI eksklusif.Tujuan: Mempelajari hubungan antara keaktifan kader dan partisipasi ibu dengan cakupan ASI eksklusif pada posyandu yang berada pada wilayah kerja puskesmas Waru Sidoarjo.Metode: Jenis penelitian analitik dengan desain cross sectional dilaksanakan pada bulan Juli-September 2018. Besar sampel 51 posyandu dipilih secara acak dengan metode stratified random sampling. Variabel penelitian adalah cakupan ASI eksklusif, pelaksanaan kegiatan posyandu, tingkat keaktifan kader dan partisipasi ibu balita diperoleh dari data sekunder posyandu yang berada di wilayah Waru. Untuk memperkuat hasil dilakukan FGD (Focus Group Discussion) dengan ibu balita di 5 posyandu yang dipilih secara acak. Analisis menggunakan Spearmen test.Hasil: Dari 51 posyandu tidak ada cakupan ASI eksklusif yang memenuhi target sebesar 80%. Target cakupan D/S adalah 87%, sebesar 44 posyandu (86,27%) tidak memenuhi target sedangkan 7 posyandu (13,73%) telah memenuhi target.  Semua kader termasuk kategori kader aktif. Kegiatan posyandu yang berjalan secara rutin sebesar 83,31% sedangkan sebesar 15,69% tidak rutin. Tidak ditemukan hubungan antara partisipasi ibu balita (p=0,077) dan keaktifan kader (p=0,691) dengan cakupan ASI eksklusif pada kegiatan posyandu. Ada hubungan kegiatan posyandu dengan cakupan ASI eksklusif (p= 0,004). Dari FGD didapatkan hasil yang mempengaruhi cakupan ASI eksklusif adalah pengetahuan, pemberian susu formula dan ibu yang bekerja.Kesimpulan: Partisipasi ibu dan keaktifan kader posyandu tidak berhubungan dengan cakupan ASI eksklusif, namun kegiatan posyandu berhubungan dengan cakupan ASI eksklusif. Hasil FGD didapatkan faktor-faktor yang mempengaruhi cakupan ASI eksklusif adalah pengetahuan, pemberian susu formula dan ibu yang bekerja. Perlu ditingkatkan pelaksanaan kegiatan posyandu dan sosialisasi pada peserta posyandu.

A qualitative study to understand cultural factors affecting a mother's decision to breast or formula feed

BACKGROUND

The presence of barriers is not sufficient to explain breastfeeding rate disparities. A relatively unexplored area in coping with breastfeeding barriers is culture.

OBJECTIVE

This research aims to better understand the role of culture in a woman's infant feeding decision by using race and socioeconomic status as indicators of culture.

METHODS

Focus groups and individual interviews were conducted with 42 pregnant women or mothers of infants younger than 12 months. Focus group composition was determined by self-identified African American or white race and self-reported eligibility for the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) or ineligibility (non-WIC).

RESULTS

Most participants acknowledged that breastfeeding was best, yet differences arose between groups in the perception of, and reaction to, breastfeeding barriers. WIC and non-WIC participants of both races indicated that some circumstances necessitated formula use. WIC participants felt that this was personally and socially acceptable due to need, whereas non-WIC participants felt that this was personally and socially unacceptable. When a barrier arose, WIC participants of both races felt that the infant feeding choice was not theirs and formula use might be inevitable. In contrast, non-WIC participants of both races expressed that they persevered to continue breastfeeding and did so by establishing small, achievable goals and seeking mentors.

CONCLUSION

Educational and public health efforts to reduce breastfeeding disparities may be enhanced if support is tailored to acknowledge cultural differences among women and address factors that make either breastfeeding or formula feeding acceptable, or even preferable, within their communities.

Factors affecting the demarketing of breastmilk substitutes in Palestine

BACKGROUND

Although medical research has proven that breastfeeding is unparalleled in providing the ideal nutrition for infants, "the demarketing of breastmilk substitutes" is a little-known concept. This empirical study tackled the origin and definition of demarketing, examined the different factors affecting the demarketing of breastmilk substitutes in Palestine from the breastfeeding woman's point of view, and developed an appropriate model for the demarketing of breastmilk substitutes. The article subsequently concludes with recommendations for areas of further academic research in the World Health Assembly, for policy makers in Palestine, and for the breastfeeding women themselves.

SUBJECTS AND METHODS

An empirical study was conducted to collect the primary data using a questionnaire as a tool in order to test the hypotheses. The questionnaire was distributed to 400 breastfeeding women who were randomly selected from the population.

RESULTS

The findings proved that there is a relationship between independent variables (i.e., product, price, place, and promotion) and the dependent variable (i.e., demarketing of breastmilk substitutes) based on several reasons discussed thoroughly in this article.

CONCLUSIONS

Product, price, place, and promotion affect the demarketing of breastmilk substitutes in Palestine.

Breastfeeding mothers' experiences: the ghost in the machine

We critically review qualitative research studies conducted from 2000 to 2012 exploring Western mothers' breastfeeding experiences. We used the search criteria "breastfeeding," "qualitative," and "experiences" to retrieve 74 qualitative research studies, which were reduced to 28 when the terms "existential'' and "research'' were applied. We found that the impact of technology and the pervasive worldwide marketing of infant formula devalued breastfeeding mothers' narratives in a number of ways. Women's bodies were viewed as machine-like objects and the breast was seen as a disembodied object. Dominated by technological narrative, women's bodies were considered unpredictable and hormonal, needing to be managed by health care professionals. This means the disseminating breastfeeding discourse needs to be reinterpreted for practical use. We found that some of the researchers utilized narrative informed by phenomenological philosophy that appears to edge closer to understanding mothers' experiences in a more profound way than nonphenomenological research. However, we need to be mindful of the transparency of terms in replacing one form of technological narrative with another.