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USDA Hispanic Breastfeeding Campaign

SUMA Social Marketing, Inc. developed a culturally-specific social marketing campaign for the USDA Food and Nutrition Services division promoting breastfeeding to Hispanic WIC mothers. SUMA also researched how acculturation affects infant feeding choices in Hispanic populations. Formative research included focus groups and one-on-one interviews nationwide to inform strategy, ensure cultural relevance and develop key messages. The campaign included an emphasis on family support, including creative and informational bilingual brochures about the benefits of breastfeeding targeted to grandmothers and fathers. An educational bilingual video developed for WIC mothers won three Telly awards in the Animation, How-To/Instructional and Cultural categories.