Updating the USDA National Breastfeeding Campaign

Support for breastfeeding has been a priority of the WIC program since its inception in the 1970s. The Loving Support Makes Breastfeeding Work campaign, which the U.S. Department of Agriculture's (USDA) Food and Nutrition Services launched in 1997, emphasizes key components needed for a breastfeeding mother to be successful. More than a decade after the campaign began, USDA wants to update it, taking into account changes in the WIC program, participants, and technology. On April 26, 2011, the IOM hosted a workshop to bring together experts to discuss what has changed since Loving Support began, lessons learned from other public health campaigns, and suggestions for where to take the campaign in the future.Table of ContentsFront MatterOverview1 Opening Session2 What Has Changed?3 Lessons Learned from Other Social Marketing and BreastfeedingCampaigns4 Where Does the Breastfeeding Campaign Go from Here?5 Responses and Concluding RemarksAppendix A: Workshop AgendaAppendix B: Planning Committee and Speaker Biographical SketchesAppendix C: Workshop AttendeesAppendix D: Abbreviations and AcronymsAppendix E: Excerpts from Comments Received on the Institute ofMedicine's Website for the Workshop to Update the USDA NationalBreastfeeding Campaign