the main points of the presentations and discussions at that workshop, held April 26, 2011, at the Keck Center of the National Academies. The full presentations of the speakers are available on the IOM website at http://www.iom.edu/Activities/Nutrition/USDABreastfeeding/2011-APR-26.aspx.
The IOM Food and Nutrition Board established a workshop planning committee of six people with diverse nutrition, social marketing, and public health expertise (see the front matter for committee membership and Appendix B for biographical sketches). The committee fulfilled the workshop objective by setting up panels around three broad themes: what has changed since Loving Support began in 1997, lessons learned from other public health campaigns, and suggestions for where to take the campaign in the future (see Appendix A for the agenda).
This summary is an accurate representation of the workshop presentations and discussions which has been prepared from the workshop transcript and slides. Chapter 1 summarizes the opening remarks from the president of the National WIC Association, which represents WIC participants and agencies, and a historical overview about Loving Support from Debra Whitford, director of the Special Supplemental Food Program Division of the FNS. Chapter 2 highlights presentations about what has changed since the Loving Support campaign was launched almost 15 years ago in terms of the characteristics of the mothers who use WIC, the WIC program environment, new and emerging research, and changes in laws and policies. The changes identified by the speakers included the appearance of interactive, democratized communication created by new technology; the growing importance of peer networks among today’s mothers; and strong support by WIC state programs to promote breastfeeding, including exclusive breastfeeding. A steadily more positive policy environment for breastfeeding has emerged over the years.
Chapter 3 focuses on the second panel, in which presenters discussed lessons from other public health campaigns that may have resonance for the updated WIC effort. After an overview of social marketing was presented, panel members discussed the VERB™ campaign to promote physical activity among young people, the National Breastfeeding Awareness Campaign, four state-level programs, and, as an international example, the Brazilian Breastfeeding Promotion Program. A common theme throughout these presentations was the importance of truly understanding audience needs and perceptions before moving forward with campaign design or implementation.
The discussions of the final panel of the workshop are covered in Chapter 4. Presenters on this panel offered a range of suggestions for moving the social marketing campaign forward, including program components and messages, communication tools, implementation tools for state WIC programs, strategic community-based partnerships, the identification of