WIC Research, Policy and Practice Hub WIC Research, Policy and Practice Hub

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How The WIC Program Supports Breastfeeding

“WIC provides nutrition and breastfeeding education, nutritious foods, and improved healthcare access for more than 7 million at-risk low-income women, infants, and children…”

Breastfeeding Social Marketing: Lessons Learned from USDA’s “Loving Support” Campaign

This article explored some of the successes and applications of the USDAs ongoing campaign,;Loving Support Makes Breastfeeding Work,” with respect to breastfeeding promotion and support. Based on social marketing principles to increase breastfeeding initiation and duration rates among WIC participants, WIC breastfeeding initiation and duration rates have improved significantly since initiation of the campaign in 1997. The author concluded that it is important to create social marketing campaigns that target societal forces that affect a woman ;s decision and capability to breastfeed. These include family and friends, healthcare providers, employers, formula industry, and legislators.

Evaluation of a Comprehensive Loving Support Program among State Women, Infants, and Children (WIC) Program Breastfeeding Coordinators

Mississippi was selected as a pilot state in the national breastfeeding promotion campaign titled Loving Support Makes Breastfeeding Work; To reinforce the national project, the Mississippi WIC Breastfeeding Promotion Project Team developed a comprehensive program that included patient and family education, staff training, public awareness activities, health professional outreach, and partnership with the community. WIC staff cited staff training, community outreach, and peer counseling as the most beneficial activities.

Racial/Ethnic Differences in Breastfeeding Duration among WIC-Eligible Families

This research documented racial/ethnic differences in breastfeeding duration among mothers from seven diverse racial/ethnic groups in rural and urban areas of the US. The findings suggested that breastfeeding initiation rates and breastfeeding durations of 6 months were lower among WIC-eligible mothers, compared with all mothers. WIC-eligible foreign-born Mexican-Origin Hispanic (FBMOH) mothers were most likely to breastfeed for 6 months.