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Click arrow buttons below to view slideshow on how 6 strategies make for strong program design.
An intervention study encouraging Vietnamese fathers to support breastfeeding
Dr. Bich of Hanoi School of Public
Health literally wrote the book on
"Father's Involvement and Child
Development" in Viet Nam. So
when he and his team were
awarded an A&T innovation grant
to create and evaluate a program
to help fathers support their wives
to breastfeed exclusively, it was
clear that they would have some
creative ideas about what would
appeal to fathers.
Strategy 1. Grab their attention with emotion – and humor! This cartoon image made fathers chuckle and brought fathers back to the clinic to ask for more mugs.
Strategy 2: Find fathers where they already are. Staff shifted the group counseling sessions on breastfeeding to the monthly immunization day, when fathers already came to the clinic.
Strategy 3: Ease the way by busting stereotypes. Teams of dads prepare to go head-to-head at the district contest, making it seem manly to speak up for breastfeeding.
A jury of professionals scored each team's creative introduction, knowledge quiz, and response to a true-to-life interactive video scenario challenging exclusive breastfeeding.
Strategy 4: Give fathers practice. During the contest, each team of fathers must respond to a typical challenge to breastfeeding. The team watches a short, interactive video scenario. The video sets up the beginning of the story but does not provide an ending. The team must complete the scenario by offering some words the father could use to respond to the challenge.
Here the father asks, “What would you do?”
Watch sample scenario video in next slide
Strategy 5: Provide crystal-clear direction for actions fathers can take. A key strategy is to name small, doable actions fathers can take. The project’s poster and brochure offer a detailed list.
Read specific actions listed in
brochure for fathers
Strategy 6: Show fathers a benefit that they care about. Messaging makes fathers feel special in the supporting role. Fathers can see how their actions could increase exclusive breastfeeding and improve baby’s intellect and health.
View specific benefits on program
brochure
The challenge
The innovation
The study design
Preliminary results
How did it work?Behavioral Theory
Access more information on the Viet Nam study
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