Design and testing of communication materials for a breastfeeding social media marketing campaign: Breastfeed4Ghana.

ABSTRACT: Breastfeed4Ghana was a social media-based campaign implemented to address identified gaps in the protection, promotion, and support of breastfeeding in Ghana. This paper describes the process of campaign materials development and testing to ensure their cultural and content appropriateness. The 60 campaign materials, each consisting of an image and text message, underwent a process of creation, testing, revision, and finalization. Existing research evidence and infant and young child feeding communication tools that were culturally relevant for Ghana were used to develop the materials. All materials were tested and finalized through an iterative process that incorporated input from six focus group discussions (FGDs) with mothers, and content and technical experts. The materials were revise

SUBMITTER: Aryeetey R 

PROVIDER: S-EPMC7079308 | biostudies-literature | 2020 Jan-Dec

REPOSITORIES: biostudies-literature