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The association of a large-scale television campaign with exclusive breastfeeding prevalence in Vietnam

Author

Listed:
  • Nguyen, T.T.
  • Alayón, S.
  • Jimerson, A.
  • Naugle, D.
  • Nguyen, P.H.
  • Hajeebhoy, N.
  • Baker, J.
  • Baume, C.
  • Frongillo, E.A.

Abstract

Objectives. To examine the association between exposure to breastfeeding television spots and exclusive breastfeeding (EBF). Methods. We performed face-to-face interviews with 11 722 mothers of infants younger than 6 months using 5 cross-sectional surveys 6 or more months apart between 2011 and 2014 in Vietnam. Sample sizes were 2065 to 2593, and approximately 50% of participants lived in areas with (Alive & Thrive [A&T]-intensive [I]) and approximately 50% without (A&T-nonintensive [NI]) facilities offering counseling services. We analyzed data at individual and commune levels separately for A&T-I and A&T-NI areas. Results. Exposure to television spots was associated with higher EBF in A&T-I (odds ratio [OR] = 3.33; 95% confidence interval [CI] = 2.70, 4.12) and A&T-NI (OR = 1.31; 95% CI = 1.03, 1.67) areas. In A&T-I areas, mothers who could recall at least 1 message were more likely to report EBF. In A&T-NI areas, only recall of at least 3 messages was associated with higher EBF. In communes, 1 message recalled (mean score range = 0.3-2.4) corresponded to 17 (P = .005) and 8 (P = .1) percentage points higher EBF prevalence in A&T-I and A&T-NI communes, respectively. Conclusions. Massmedia should be part of comprehensive programs to promote EBF.

Suggested Citation

  • Nguyen, T.T. & Alayón, S. & Jimerson, A. & Naugle, D. & Nguyen, P.H. & Hajeebhoy, N. & Baker, J. & Baume, C. & Frongillo, E.A., 2017. "The association of a large-scale television campaign with exclusive breastfeeding prevalence in Vietnam," American Journal of Public Health, American Public Health Association, vol. 107(2), pages 312-318.
  • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2016.303561_7
    DOI: 10.2105/AJPH.2016.303561
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    Cited by:

    1. Tina G. Sanghvi & Rick Homan & Thomas Forissier & Patricia Preware & Auwalu Kawu & Tuan T. Nguyen & Roger Mathisen, 2022. "The Financial Costs of Mass Media Interventions Used for Improving Breastfeeding Practices in Bangladesh, Burkina Faso, Nigeria, and Vietnam," IJERPH, MDPI, vol. 19(24), pages 1-19, December.

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