Promoting Breastfeeding in the WIC Program: A Social Marketing Case Study

James H. Lindenberger, BA; Carol A. Bryant, PhD

Objective: To improve breastfeeding rates in the United States with the application of a social marketing model. Methods: The National WIC Breastfeeding Promotion Program was designed to promote breastfeeding among program participants and other economically disadvantaged families in the United States. Participant observation, in-depth interviews, focus groups, telephone interviews, and a survey were used to collect data from WIC participants, their family members, WIC employees, and other health providers. Results were used to develop a marketing plan that guided the development of program strategies and materials. Results: The program was implemented in 54 of 88 WIC state, intertribal or territorial organizations. Conclusions: Social marketing offers public health professionals an effective approach for designing and implementing program initiatives.

Am J Health Behav 2000;24(1):53-60