Healthcare Management

Updating the USDA National Breastfeeding Campaign

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Every month the Special Supplemental Nutrition Program for Women, Infants and Children (WIC) provides 9.2 million Americans with nutritious food, nutrition education, including breastfeeding support, and referrals to healthcare and social services. Among the services provided by WIC, breastfeeding support has been a priority of the program since it began in the 1970s. In 1997 the Food and Nutrition Service (FNS) of the U.S Department of Agriculture (USDA) launched a national breastfeeding promotion and support campaign called Loving Support Makes Breastfeeding Work. Fre- quently referred to as Loving Support, the campaign emphasizes that the support of family and friends, the health-care system, and the community are essential for a breastfeeding mother to be successful. Since its inception the campaign has offered social marketing research, a media campaign, a community organizer’s kit, a training conference, a breastfeeding resource guide, and continuing education and technical assistance (Best Start So- cial Marketing, 1996). Peer counseling was added later as an additional resource. WIC agencies across the country can use whichever pieces of the campaign fit their needs.

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Detail Information

Series Title

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Call Number

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Publisher

: ., 2011

Collation

1-125

Language

English

ISBN/ISSN

978-0-309-21919-8

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Updating the USDA National Breastfeeding Campaign

Specific Detail Info

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Statement of Responsibility

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