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J Hum Lact. 2016 Feb;32(1):174-81. doi: 10.1177/0890334415593944. Epub 2015 Jul 6.

The Ability of Posters to Enhance the Comfort Level with Breastfeeding in a Public Venue in Rural Newfoundland and Labrador.

Author information

1
Memorial University of Newfoundland, St John's, NF, Canada alissa.vieth@gmail.com.
2
Memorial University of Newfoundland, St John's, NF, Canada.
3
Baby-Friendly Council of Newfoundland and Labrador, St John's, NF, Canada.

Abstract

BACKGROUND:

The acceptance and support of breastfeeding in public venues can influence breastfeeding practices and, ultimately, the health of the population.

OBJECTIVE:

The primary aim of this study was to investigate whether posters targeted at the general public could improve acceptability of breastfeeding in public places.

METHODS:

A convenience sample of 255 participants was surveyed at shopping centers in 2 rural communities of Newfoundland and Labrador. Experimentally, questions were posed to 117 participants pre- and post-exposure to 2 specific posters designed to promote public acceptance of breastfeeding in public.

RESULTS:

Initially, we surveyed that only 51.9% of participants indicated that they were comfortable with a woman breastfeeding anywhere in public. However, context played a role, whereby a doctor's office (84.5%) or park (81.4%) were the most acceptable public places for breastfeeding, but least acceptable was a business office environment (66.7%). Of participants, 35.4% indicated previously viewing specific posters. We used a visual analog scale to test poster viewing on the acceptability of public breastfeeding in the context of a doctor's office and a restaurant. Results of pre- versus post-viewing of the promotional posters indicated significant improvements in both scenarios: in a doctor's office (P = .035) and in a restaurant (P = .021).

CONCLUSION:

Nearly 50% of the surveyed population indicated discomfort with a mother breastfeeding in public. Both cross-sectional and interventional evidence showed that posters significantly improved the reported level of comfort toward seeing breastfeeding in public.

KEYWORDS:

breastfeeding; breastfeeding attitudes; comfort; health promotion; public

PMID:
26151965
DOI:
10.1177/0890334415593944
[Indexed for MEDLINE]

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