Illustrative Example: Define a Message Strategy (Step 4)

*Reminder*: It is important to remember that audiences respond better to “small doable actions” rather than requests to make big changes all at once. Similarly, it is important to note that fewer messages will have a greater impact and that providing too many messages runs the risk of losing and confusing your audience. Between three to five messages per audience is usually a good rule to follow. The sample messages here and in Appendix C provide a wide range of possibilities that could be used. Individual programs need to decide what works best within their country context based on their situation or audience analysis.
Don’t:	Do:
Use generic messages with no discussion of WHY and no context Focus only on the benefits of BF & not on risks of artificial or mixed feeding Use messages that the audience will not see as important to them Expect single big events to be adequate on their own (e.g., World Breastfeeding Week)	Discuss the “why” and context Design messages that can be used across multiple channels Only include objectives the program can measure Select positioning that will strongly appeal to the audience segment Emphasize benefits valued by the audience segment

Primary Audiences

PRIMARY AUDIENCE 1: PREGNANT WOMEN AND MOTHERS OF CHILDREN 0-24 MONTHS
OBJECTIVES
© 2009 Virginia Lamprecht, Courtesy of Photoshare From 2014 to 2019, increase the number or percentage of pregnant women and mothers of children 0-24 months, at all levels of parity and marital status, who: Have seen or heard messages about how breastfeeding needs to start within the first hour and colostrum should be the first thing newborns are fed (target is 500,000) Are aware that exclusive breastfeeding means giving the infant only breast milk for the first six months except medicine or ORS prescribed by a health care provider (increase to 95%) Are aware that breastfeeding mothers need to eat two additional nutritious meals every day (increase to 80%) Have asked for breastfeeding advice from health care providers (increase to 70%) Have asked for breastfeeding advice from health care providers and women who have successfully breastfed their children (increase to 70%) Start breastfeeding within the first hour and give colostrum to the newborn (increase to 70%) Exclusively breastfeed for the first six months (increase to 70%) Eat two extra meals a day of diverse foods that include some protein such as eggs, chicken, meat or fish while breastfeeding (increase to 65%) Provide appropriate complementary foods according to WHO after six months and continue to breastfeed until the child is at least two years old (increase to 65%)
POSITIONING
Optimal breastfeeding gives your baby a good start in life. It is a given in our faith and in many ways a natural vaccine.
KEY PROMISE
Early and exclusive breastfeeding for the first six months and complementary feeding until age two will prevent all kinds of illnesses and could save your baby’s life. Your child will be healthier and quite possibly smarter.
SUPPORT STATEMENT
All over the world and in communities like yours, babies who are breastfed are much less likely to get common childhood illnesses such as diarrhea and pneumonia. They are also much less likely to die. If all newborns were given breast milk in the first hour life, many more of them would survive that first critical month. Infants who are not breastfed until they are one or two days old can be three or four times more likely to die. Young infants given some foods and liquids in addition to breast milk can be four times more likely to die than exclusively breastfed young infants. Introducing water, tea, formula, and other foods too early can expose them to harmful bacteria. These foods also do not have all the nutrients and immunity-building properties that breast milk has. Feeding these foods to babies means that they consume less of the more beneficial breast milk than they need. Our religious texts have always recognized the importance of breastfeeding not only for food but also for comfort and closeness.
KEY MESSAGES
Breast milk is the only thing your child needs for the first 6 months after birth. God designed breast milk specifically for the infant’s best growth and development. Even HIV+ mothers should breastfeed. Feed your baby the first milk (colostrum) within one hour of birth. Colostrum contains many natural substances to protect your child’s health—things not found anywhere else. Other foods or liquids can hurt the newborn’s stomach and bowels. Breastfeed whenever your child is hungry—at least 10 times every day—emptying one breast before moving the baby to the other one. The more you breastfeed, the more milk you will produce. Keep breastfeeding even when the child is sick, to help him/her regain strength. Your religion supports and encourages exclusive breastfeeding, and so does your community. If you have any trouble breastfeeding, ask a trained counselor (from health facility, faith community, CHW, or other) for help. Eat more often than you normally would—one extra meal if you are pregnant and two extra meals when breastfeeding—and eat plenty of fruits, vegetables, legumes, eggs and meat/fish/chicken. Once your child has reached 6 months of age, continue to breastfeed whenever he or she wants it. Also give the child age-appropriate foods and clean water. You can stop breastfeeding when the child is 2 years old (but you don’t have to). Continuing to breastfeed protects your child from illnesses and reduces the risk of malnutrition. Reminder: Key messages must be tailored to the specific context. Different regions or ethnic groups have different reasons for their breastfeeding practices and different beliefs about colostrum, what makes babies grow, and related issues. To be effective, messages must address relevant benefits, concerns, and practices. They should be based on evidence from well-conducted studies designed to shed light on people’s breastfeeding beliefs and practices. In addition to highlighting benefits, breastfeeding messages should emphasize the risks of mixed feeding within the first six months and artificial feeding. Provide key information and actions audience members can take in a simple, easy-to-understand, non-threatening, respectful way.
PRIMARY AUDIENCE 2: GRANDMOTHERS AND FAMILY MEMBERS WHO PROVIDE NEWBORN CARE
OBJECTIVES
From 2014 to 2019, increase the percentage/number of grandmothers and family members who: Have seen or heard messages that colostrum improves newborn survival and long-term health and development (target is 300,000) Have seen or heard messages that infants should be exclusively breastfed for the first six months (target is 300,000) Have stopped encouraging lactating women to give other foods/liquids in the first six months after being exposed to messages about exclusive breastfeeding (60% of those exposed) Have promoted exclusive breastfeeding to a new mother in the past year after being exposed to messages about exclusive breastfeeding (60% of those exposed) Have encouraged mothers to breastfeed in the first hour after delivery and give colostrum to the newborn after being exposed to messages about colostrum (60% of those exposed) Have taken some of the mother’s workload so she has more time to rest and breastfeed the baby at least 10 times a day (55% of those exposed)
POSITIONING
Ensuring early and exclusive breastfeeding from birth is the best and most natural thing families can do for their newest member to give them a good start in life. Our faith presumes this, and the whole world is re-learning it.
KEY PROMISE
Children who are breastfed optimally are more likely to be healthy and survive those critical first months. By supporting exclusive breastfeeding for the first six months, and continued breastfeeding while providing complimentary food from age 6 months to 2 years, family members are protecting the health of mother and child. They are giving the baby a good start in life.
SUPPORT STATEMENT
The Qur’an, Bible, and other religious teachings highlight the benefits of breastfeeding. Grandmothers and other family members are practicing their faith when they take steps to ensure the best possible care of the newborn. In many communities, grandmothers and other family members help the new mother breastfeed successfully. In many communities, grandmothers and other family members help the new mother breastfeed successfully.Early and exclusive breastfeeding for the first six months is one of the first and most important choices made for the newborn. Infants who are not breastfed until they are one or two days old can be three or four times more likely to die. Infants given some foods and liquids in addition to breast milk during the first six months can be four times more likely to die than exclusively breastfed young infants. Caregivers who help encourage breastfeeding and discourage mixed feeding have a very positive impact on their families.
KEY MESSAGES
Key messages for grandmothers and other caregivers should emphasize the benefits of breast milk and the risks of formula and mixed feeding. Help ensure your grandchild’s best health, growth and development by supporting his/her mother to give only breast milk from birth until the child is 6 months old. Help her make this decision while she is still pregnant. Breast milk–including the first milk (colostrum)–has all the food and water the child needs for the first 6 months. Except for medicine from the clinic, anything else given to the baby makes the mother produce less milk and increases the chances that the child will be malnourished and get sick in the first 6 months. Do whatever you can to help ensure the mother has the time and energy to breastfeed as often as the child wants it—including helping with housework and ensuring she eats lots of healthy food. Breastfeeding is also good for the health of mothers – it is economical and safe. It increases bonding.

Influencing Audiences

INFLUENCING AUDIENCE 1: FATHERS
OBJECTIVES
From 2014 to 2019, increase the percentage or number of fathers who: Has seen or heard messages about optimal breastfeeding practices (target is 300,000) Can recite at least three health benefits of breastfeeding (80% of those exposed) Can recite at least two ways that husbands can support breatfeeding mothers (65% of those exposed) Can recite that one of those ways to help with her workload (65% of those exposed) Has advised mothers to exclusively breastfeed for the first six months (55% of those exposed) Has assisted the mother with chores and child care so that she is able to breastfeed on demand (50% of those exposed) Support their breastfeeding spouse to eat two extra meals a day by allowing her to eat a variety of food during mealtimes, including proteins (55% of those exposed) Encourage the breastfeeding mother to eat larger portions of food during mealtimes (55% of those exposed)
POSITIONING
Given how important your child is to you, exclusive breastfeeding, complementary feeding starting at 6 months, and continued breastfeeding for 2 years can be your family’s only choice. It’s what God intended and it gives your child the best, healthiest start in life.
KEY PROMISE
Early and exclusive breastfeeding for the first six months and continued breastfeeding with complementary feeding from age 6 months to 2 years greatly improve your child’s chances of surviving childhood, being healthy, and developing the abilities he or she is meant to have. You will feel pride knowing that you are providing the best for your children and family, and giving your children the best start in life and a better future. You will be happy knowing you acted responsibility as a father, making the right choices and seeing them through.
SUPPORT STATEMENT
Religious teachings highlight the benefits of breastfeeding. The Qur’an specifically states that Children should be breastfed for 2 years The mother and father together should decide when to wean the child The father must support the mother and child, and The mother should not be mistreated because she is doing what is best for the child. Modern studies support the importance of breastfeeding. These studies show that children who are breastfed according to global guidelines are more likely to survive than children who are not. They are also healthier in general and get diarrhea and respiratory infections a lot less. Studies also show that mothers are more likely to breastfeed if the father is supportive and encouraging. Your role is more important than you know.
KEY MESSAGES
Key messages for fathers should focus on their roles, the benefits of breastfeeding, and the risks of mixed and formula feeding. You play a crucial role in helping your partner decide to give your baby only breast milk for the first six months. Breastfeeding is not only the best and most inexpensive feeding, exclusive breastfeeding for the first 6 months can reduce the chance of your partner getting pregnant again too soon. You can support your partner by helping out with household tasks and child care so she has more time to breastfeed. Breast milk is far superior to infant formula in nutrition, protective effects and safety. Breastfeeding improves your child’s chances in life by helping ensure his or her best health, growth and development. After six months and until the baby is at least 2 years old, support your partner to continue breastfeeding while also feeding nutritious foods. You and your wife don’t have to abstain while she breastfeeds. Intercourse has no impact on breast milk. Fathers can feed the baby milk expressed from the mother if they want to help feed babies less than 6 months

INFLUENCING AUDIENCE 2: RELIGIOUS LEADERS
OBJECTIVES
From 2014 to 2019, increase the percentage or number of faith leaders who: Have seen or heard messages about the links between optimal breastfeeding and faith (target is 10,000) Can recite at least one religious rationale for breastfeeding (80% of those exposed) Can recite at least three health benefits of breastfeeding (60% of those exposed) Can recite at least two risks of mixed feeding or of not breastfeeding (60% of those exposed) Has promoted optimal breastfeeding practices in at least one sermon or religious publication (target is 7,000) Since being exposed to messages, has encouraged fathers and other family members to assist mothers with chores and child care so that she can breastfeed on demand (80% of those exposed) Oversee at least one breastfeeding promotion activity (target is 5,000)
POSITIONING
God intended for women to breastfeed their children and mandated that we care for the most vulnerable. Given the emphasis on children in our religious texts and traditions, religious leaders have the moral authority to help families adopt optimal breastfeeding practices.
KEY PROMISE
Early and exclusive breastfeeding for the first six months and continued breastfeeding with complementary feeding from age 6 months to 2 years greatly improve children’s chances of surviving childhood, being healthy, and developing the abilities God meant them to have. Doing everything you can to support optimal breastfeeding can help you fulfill your mission.
SUPPORT STATEMENT
Religious teachings highlight the benefits of breastfeeding. The Qur’an specifically states that: Children should be breastfed for 2 years, The mother and father together should decide when to wean the child The father must support the mother and child, and The mother should not be mistreated because she is doing what is best for the child. Modern studies support the importance of breastfeeding. These studies show that children who are breastfed according to global guidelines are more likely to survive than children who are not. They are also healthier in general and get diarrhea and respiratory infections a lot less. Studies also show that mothers are more likely to breastfeed if they receive support from society and those around them.
KEY MESSAGES
Key messages for religious leaders should focus on their roles, the benefits of breastfeeding, and the risks of mixed and formula feeding. Breastfeeding is natural and important part of God’s plan—make it easy for mothers to breastfeed wherever and whenever the child is hungry, even at temple/during services. Breast milk is God’s gift to newborns and young children. It provides all the food and water the child needs for the first 6 months. It protects the child from illness and malnutrition. It comforts the child and strengthens the mother-child bond. Teach about the benefits/importance of breastfeeding and allow others to do so—through sermons, visitation, mothers’ groups, and other activities. Many faith communities have more than one level of leadership. The following messages are for those who have more direct contact with members than the most senior leader might. Your leadership role puts you in a good position to help improve breastfeeding practices and by doing so improve health and save lives in your community. Giving young babies formula or anything else instead of breast milk increases their risk of infection, malnutrition, and mental deficiency. Plan and implement care groups, prayer groups, and workshops that teach and support optimal breastfeeding practices. Support families to exclusively breastfeed for six months and continue breastfeeding at least until the child is two years old. Encourage family, including fathers, and community members to take some of the mother’s workload so she has more time to rest and breastfeed. This helps ensure that the baby is a healthy addition to your community.

INFLUENCING AUDIENCE 3: FAITH COMMUNITIES
OBJECTIVES
From 2014 to 2019, increase the percentage or number of faith community members who: Have seen or heard messages about the benefits of breastfeeding (target 500,000) Can recite at least two health benefits of breastfeeding (75% of those exposed) Can recite at least two risks of mixed feeding or of not breastfeeding (75% of those exposed) Have encouraged fathers and other family members to assist the mother with chores and child care so that she is able to breastfeed on demand (65% of those exposed) Have encouraged families to ensure that breastfeeding mothers get two extra meals each day (65% of those exposed) Have organized or participated in at least one breastfeeding promotion/support activity (60% of those exposed)
POSITIONING
God intended for women to breastfeed their children and mandated that we care for the most vulnerable. Given the emphasis on children in our religious texts and traditions, faith communities should want to help families adopt optimal breastfeeding practices.
KEY PROMISE
Early and exclusive breastfeeding for the first six months and continued breastfeeding with complementary feeding from age 6 months to 2 years greatly improve children’s chances of surviving childhood, being healthy, and developing the abilities God meant them to have. Doing everything you can to support optimal breastfeeding can help you fulfill your mission.
SUPPORT STATEMENT
The Qur’an, Bible, and other religious teachings emphasize the benefits of breastfeeding. The Qur’an specifically states that: Children should be breastfed for 2 years, The mother and father together should decide when to wean the child The father must support the mother and child, and The mother should not be mistreated because she is doing what is best for the child. Modern studies support the importance of breastfeeding. These studies show that children who are breastfed according to global guidelines are more likely to survive than children who are not. They are also healthier in general and get diarrhea and respiratory infections a lot less. Studies also show that mothers are more likely to breastfeed if she receives support from society and those around her.
KEY MESSAGES
Key messages for faith communities should focus on their roles, the benefits of breastfeeding, and the risks of mixed and formula feeding. Breast milk is a free gift from God. It provides all the nutrition and water a baby needs for the first six months. It helps protect children from illness. It strengthens the mother-child bond. Your close relationship with others in your faith puts you in a good position to help improve breastfeeding practices. By doing so improve the health and wellbeing of children in your community. Giving babies formula instead of breast milk increases their risk of infection, malnutrition, and cognitive impairment (mental deficiency). Support families to exclusively breastfeed for six months and continue breastfeeding at least until the child is two years old. Support mothers so they have more time to rest and breastfeed. This helps ensure that the baby is a healthy addition to your community.