Improving gestational weight gain and breastfeeding promotion: Visual communication to overcome health literacy barriers. (2nd April 2016)

• Record Type: Journal Article
• Authors: Mackert, Michael; Guadagno, Marie; Lazard, Allison; Champlin, Sara; Pounders, Kathrynn; Walker, Lorraine
• Is Part Of: Journal of communication in healthcare. Volume 9:Number 2(2016)
• Page Start: 90
• Page End: 97
• Publication Date: 2016-04-02
• Subjects: Breast feeding -- Gestational weight gain -- Health promotion -- Health literacy -- Maternal health -- Visual communication; Communication in medicine -- Periodicals; Communication -- Periodicals; Health promotion -- Periodicals; 610.696
• DOI: 10.1080/17538068.2016.1168199
• Languages: English
• ISSNs: 1753-8068

Abstract

Abstract: Maternal and infant outcomes in the US rank among the worst in the developed world. Too-little or too-much weight gain during pregnancy is linked to these poor outcomes and failure to initiate breastfeeding. Despite interventions, these remain public health concerns. Two important elements to improve public health efforts include greater attention to audience's levels of health literacy and increased use of effective visual communication. The purpose of this research was to investigate linking two related issues to improve health promotion efforts. A survey covered knowledge, beliefs, and opinions of weight gain during pregnancy, breastfeeding practices, and perceptions of visual information. Four conditions were implemented: a control group which received no promotional material, a group which received a gestational weight gain brochure, a group which received a breastfeeding brochure, and a group that received a brochure that combined gestational weight gain and breastfeeding information. A total of n = 83 women participated, the majority of which were mothers or soon-to-be-mothers. Results indicate the combined gestational weight gain and breastfeeding brochure did not achieve greater impact among participants, but did not detract from participant's opinions in comparison to the single-issue brochures. Participants identified more with materials that included breastfeeding information. This study incorporated principles essential to effective social marketing campaigns – attractive visuals and clear communication – to improve beliefs and knowledge about appropriate gestational weight gain and breastfeeding practices. Given the substantial health benefits of these practices, this investigation calls for continued development of creative approaches to engage women in these health issues.