Sadiq Hussain¹, Muhammad Wasim Khan², Muhammad Nadeem Khan³, Muhammad    Khalil¹, Ammara Manzoor¹ and Maria Tazarat¹

ABSTRACT

Objective: Breast milk has short term, long term and lifelong advantages for the baby, mother, community and the country. Unfortunately, the exclusive breastfeeding in Pakistan is 38%.  The objective of this study was to find out the effect of this message in the promotion of breastfeeding.

Study Design: Cross sectional study.  

Place and Duration of Study: This study was conducted at the Divisional Headquarter Teaching Hospital Mirpur from February 01, 2016 to July 31, 2016.

Materials and Methods: convenient sampling method was used to collect the data. A written questionnaire was constructed to collect relevant information. 400 mother infant pairs were entered into study who visited pediatric department for their sick babies, routine examination and vaccination of their babies. Only those babies were entered into study who were feeding formula milk. The purpose of the study was explained to the mothers and a verbal consent of mothers was obtained. Mothers of babies from birth to two years of age were interviewed. A written permission of head of institute and head of department was also obtained. Data was analyzed for frequencies and percentages in SPSS programme. Knowledge/reading of the message was compared with motivation, readability of message, information source and suggestions about message.

Results: A total of 400 cases were entered in study. 83.3 % mothers were literate and 16.8% illiterate. 26.5% mothers read the breastfeeding message on the container .20.8% were motivated to breastfeed their babies after reading this message.

Conclusion: This breastfeeding message has positive impact on breastfeeding. This message is in small letters .It should cover a large area in the center of container.

Key Words: Breastfeeding, infant formula, message, code, ordinance

Citation of article: Hussain S, Khan MW, Khan MN, Khalil M, Manzoor A, Tazarat M. Impact Evaluation of

Breastfeeding Message on the Container of Powdered Infant Formula in Promotion of Breastfeeding.  Med