Campaign Title:
CDC Maternal Nutrition and Breastfeeding
Produced For:
Centers for Disease Control and Prevention (CDC)
Topics:
Nutrition: Breastfeeding
Audiences:
Adults, Hispanic/Latino, Parents, Pregnant Women
Goals:
To promote education on the importance of nutrition and a healthy diet during pregnancy and while breastfeeding for both the mother and the baby’s health; the benefits of breastfeeding for mother’s health.
Strategy:
The campaign was produced to help reach the intended audience of pregnant and postpartum bilingual Hispanic women located in the United States to communicate the importance of good nutrition and healthy diets during pregnancy and while breastfeeding, and the benefits of breastfeeding for the mother’s health.
Results:
Formative research was conducted to inform development of the messaging, graphics, and copy for these ads. Interviews (IDIs) were conducted with bilingual pregnant and postpartum Latina/Hispanic women. The interview participants consisted of a demographic mix in terms of education, employment, income, household makeup, country of heritage, and where they currently live. The purpose of interviews was to learn about awareness, attitudes, supports, and barriers among Hispanic/Latina pregnant and postpartum women and their families around maternal nutrition. Pregnant and postpartum women were asked about their experiences around nutrition, healthy diet, weight management, and prenatal vitamin intake during pregnancy. Pregnant women were asked about their expectations for making nutrition-related choices after the pregnancy while postpartum women were asked about their experiences making these choices.
