Evaluating the Impact of Mass Media on Breastfeeding Practices in Viet Nam

Source
Alive &Thrive

This document presents the findings of a 2011 survey that served as the baseline for the evaluation of the Viet Nam mass media campaign.

This report lays out that evaluation plan and shows how a series of surveys over three years will assess the media campaign’s impact on exclusive breastfeeding. Initial analyses of the baseline data show how these early findings are aiding in refining this mass media evaluation plan, particularly the items to track over the life of the campaign, and in identifying the precise triggers of breastfeeding behaviors.