Communication Strategies for Strengthening Breastfeeding Promotion in Countries in Conflict

Abstract

Introduction: Countries of the Eastern Mediterranean region (EMR) are facing both political and economic challenges, which lead to health and nutritional problems. Breastfeeding promotion can alleviate malnutrition and support achievement of the Sustainable Development Goals (SDGs).  

Objectives: To identify current status and future strategies for strengthening promotion of breastfeeding (BFP)in the EMR countries in conflict for achieving the SDGs.

Methods: A survey questionnaire for status of BFP was sent to focal nutrition coordinators in the 22 countries of which14 countries responded. Data was compiled and underwent statistical analysis for types of communication messages, tools, populations targeted, management, monitoring and evaluation. Messages were divided into 3 groups: preventive (group I), supportive (group II) and protective messages (group III). The findings were correlated to exclusive breastfeeding (EBF), continued breastfeeding rates (CBF), mortality rates (MR) for children and maternal mortality rates (MMR).

Results: Preventive messages for BFP were more commonly used in campaigns. Supportive and protective messages were less commonly used. Communication tools relied mainly on printed and written matter [100%] versus audiovisual and e-media tools [53.57% and 51.43% respectively]. Messages targeted mothers rather than other influential groups. CBF for 12 months correlated highly with social media [r0.77] at P<0.001. CBF for 24 months correlated with messages targeting influential groups [r0.81]at P<0.001.Under-five MR correlated with audiovisual tools [r0.44] at P<0.05. A framework for evidence-based communication strategies for the region was conceptualized and formulated into messages that can assist in achieving the SDGs.

Conclusion: Government and support agencies need to invest in use of social media and audiovisuals aids and expand in use of supportive and protective messages for BFP, whilst supporting and protecting mothers through communication strategies targeting family members and policy makers.