In 1998, the Mississippi
WIC program was awarded a Special Project
Grant to reinforce the Loving Support™ campaign
goals and messages and
address the special breastfeeding needs of Mississippi. The
grant
enabled Mississippi to develop two promotional projects:
The
Clinic Environment Project funded clinics throughout the State
to
become Breastfeeding Friendly
by creating supportive breastfeeding
environments.
The
“Another Way of Saying I Love You” video highlights
the
breastfeeding experiences
of six Mississippi families. View
video cover
Other components included a statewide
public awareness and media
campaign, staff training, and community and health professional
marketing and outreach.
Project Results
The Mississippi Comprehensive Campaign
resulted in a significant
increase in the State’s breastfeeding initiation and duration
rates,
along with:
Greater
community awareness and support for breastfeeding
Increased
referrals to WIC by healthcare providers
Increase
in positive knowledge, attitudes and beliefs about
breastfeeding by WIC staff
and community health providers
The
Clinic Environment Project funded clinics throughout the State
to