Exclusive breastfeeding for the initial months of life has proven to provide significant health benefits for both mothers and children further incorporating decreased level of inflectional risks, breathing problems, gastrointestinal disorders as well as diabetes in children along with reduced risk of maternal weight gain, cancer and diabetes in mothers (Piwoz and Huffman 2015). There have been several investigations on breastfeeding further focusing on socio-demographic factors related to it. Certain observations reveal that young mothers have been facing several challenges to sustain breastfeeding thus Cialdini’s work on fixed action techniques must be discussed that has aimed to encourage young mothers to breastfeed their children through several social marketing campaigns and health related initiatives programmes (Tapp et al. 2013).
The techniques facilitating social marketing can have certain benefits and limitations while encouraging the concept of breastfeeding among young mothers. The technique of developing the sense of obligation or responsibility within the young mothers might not be able to reflect complete efficiency as they might change their minds or become excessively conscious of their body weight.
Furthermore, the consistency power of making asking young mothers to guarantee to breastfeed might not always produce effective outcomes (Johnson-Young 2015). Though certain evidence expose its efficiency, but this technique consists of certain limitations as keeping proper track on breastfeeding might led to intervention into the private lives of the young mothers.
At this juncture, pros and cons of the role of social norms and social support must be taken into consideration ((Tapp et al. 2013). Overcoming the key obstacles of social norms that include lack of expertise, lactation issues, developing perceptions of breastfeeding as a normal act must be focused on in order to encourage young mothers to actively as well as willingly involve in the act of breastfeeding. It has been reviewed that in recent times, young mothers face challenges of breastfeed their newborns due to lack of proper knowledge and unable to get associated with anyone of the group. Thus, the role of social marketing such as peer-led discourses, proper demonstrations and open interpersonal discussion are necessary in order to promote such activities. Public health initiatives must be improved in order to enhance the rate of breastfeeding among young mothers and further attempt to concentrate on the negative societal attitudes of the general public regarding the act of breastfeeding (Piwoz and Huffman 2015).
The technique of leverage like further the ‘principle of liking’ cannot produce effective outcomes as young mothers need to be educated and encouraged with personal experiences (Johnson-Young 2015). Furthermore, cooperation as well as stimulating similar perceptions of things that might cause harm to newborns can give productive results while encouraging young women to breastfeed.
Furthermore, peer perceptions often lead to cooperation and team decisions whereby, they collectively interpret the benefits and limitations of products that are harmful to their children (Brennan et al. 2014). Cooperation within peer group plays a vital role in the lives of young women that can be regarded as an advantage in promoting the effectiveness of breastfeeding among young mothers. Thus, if one young mother comprehends the negative impact of formula feeding that contains several preservatives harmful for infants other young mothers will eventually adhere to those observations.
Furthermore, authority imposed by attractive medical experts will not have any effective implication in encouraging young mothers as this knowledge and emotion must be induced by the mothers experiencing similar situations (Piwoz and Huffman 2015).
Brennan, L., Binney, W., Parker, L., Aleti, T. and Nguyen, D. eds., 2014. Social marketing and behaviour change: Models, theory and applications. Edward Elgar Publishing.
Johnson-Young, E.A., 2015. " What to Expect When You're Expecting": Communication, Body Image, and Breastfeeding Decisions. North Carolina State University.
Piwoz, E.G. and Huffman, S.L., 2015. The impact of marketing of breast-milk substitutes on WHO-recommended breastfeeding practices. Food and nutrition bulletin, 36(4), pp.373-386.
Tapp, A., Warren, S., Rhodes, C., Condon, L. and Withall, J., 2013. Using social marketing to encourage teenage mothers to breastfeed. Journal of Social Marketing, 3(2), pp.144-161.