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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.

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Memorial University of Newfoundland, St John's, NF, Canada
Memorial University of Newfoundland, St John's, NF, Canada.
Baby-Friendly Council of Newfoundland and Labrador, St John's, NF, Canada.



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


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


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.


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).


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.


breastfeeding; breastfeeding attitudes; comfort; health promotion; public

[Indexed for MEDLINE]

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