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A Workshop Agenda UPDATING THE USDA NATIONAL BREASTFEEDING CAMPAIGN: LOVING SUPPORT MAKES BREASTFEEDING WORK April 26, 2011 Keck Center 500 Fifth Street, NW Room 100 Washington, DC 20001 INTRODUCTION AND KEYNOTE 8:30 – 8:40 a.m. Welcome, Introductions, and Purpose Rafael Pérez-Escamilla Workshop Moderator and Planning Committee Chair Yale University 8:40 – 8:45 a.m. Opening Remarks Douglas Greenaway National WIC Association 8:45 – 9:15 a.m. Keynote Address Loving Support Makes Breastfeeding Work— Historical Perspective Debra R. Whitford Supplemental Food Programs Division Food and Nutrition Service, USDA PANEL 1—WHAT HAS CHANGED? 9:15 – 10:00 a.m. Panel Presentations Introduction by Moderator Gail Harrison University of California, Los Angeles 83

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84 UPDATING THE USDA NATIONAL BREASTFEEDING CAMPAIGN Panelists Changes in Communications Patterns Georgia Galanoudis Parents Network Custom Solutions Changes in the WIC Program Environment Kiran Saluja Public Health Foundation Enterprises WIC Program Research Findings on Changes and Impacts: Birth Month Study, Peer Counseling Study, Participant Characteristics Joseph Robare Office of Research and Analysis, Food and Nutrition Service, USDA Changes in Programs, Laws, and Policies in Relation to Breastfeeding Marsha Walker U.S. Breastfeeding Committee Legislative Group 10:00 – 10:15 a.m. Break 10:15 – 10:45 a.m. Discussion: Panelists to Address Select Audience Questions PANEL 2—LESSONS LEARNED FROM OTHER CAMPAIGNS 10:45 – 11:45 a.m. Panel Presentations Introduction by Moderator Karan DiMartino Massachusetts Department of Public Health Panelists What Is Social Marketing? R. Craig Lefebvre University of South Florida, RTI International The VERB Campaign Faye L. Wong National Centers for Chronic Disease Prevention and Health Promotion

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85 APPENDIX A Lessons Learned from the National Breastfeeding Awareness Campaign: 2004–2006 Suzanne Haynes Office of Women’s Health, HHS Loving Support and Innovative State Campaigns Carole Peterson National WIC Association, Breastfeeding Chairperson Brazilian Breastfeeding Promotion Experience Rafael Pérez-Escamilla, Yale University 11:45 a.m. – Break 12:00 p.m. 12:00 p.m. – Discussion: Panelists to Address Select Audience 12:30 p.m. Questions 12:30 – 12:45 p.m. RESPONSE TO MORNING SESSIONS Laurence Grummer-Strawn Centers for Disease Control and Prevention, HHS 12:45 – 2:00 p.m. Lunch PANEL 3—WHERE DOES THE CAMPAIGN GO FROM HERE? 2:00 – 3:10 p.m. Panel Presentations Introduction by Moderator James Lindenberger University of South Florida Panelists Considerations for Program Components, Messages, and Image Claudia F. Parvanta University of the Sciences in Philadelphia Communication Tools Jay Bernhardt University of Florida

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86 UPDATING THE USDA NATIONAL BREASTFEEDING CAMPAIGN Implementation Tools Needed by WIC Staff Cathy Carothers Every Mother, Inc. Strategic Community-Based Partnerships Katherine Shealy Division of Nutrition, Physical Activity, and Obesity, CDC Identifying Research Gaps Kiran Saluja Public Health Foundation Enterprises WIC Program Defining Goals and Evaluating Success Dawn E. Baxter Independent Consultant, Public Health Campaigns 3:10 – 3:30 p.m. Break 3:30 – 4:15 p.m. Discussion: Panelists to Address Select Audience Questions 4:15 – 4:30 p.m. RESPONSE TO AFTERNOON SESSION William A. Smith Editor, Social Marketing Quarterly 4:30 p.m. CONCLUDING REMARKS AND ADJOURNMENT Rafael Pérez-Escamilla Workshop Moderator and Planning Committee Chair Yale University