Breastfeed4Ghana: Design and evaluation of an innovative social media campaign
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Date
2019
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Publisher
Maternal & Child Nutrition
Abstract
Although targeting health behavior change through social media campaigns has
gained traction in recent years, few studies have focused on breastfeeding
social media campaigns. Within the context of rising social media utilization and
recent declines in exclusive breastfeeding practices in Ghana, we implemented
Breastfeed4Ghana is a Facebook‐ and Twitter‐based breastfeeding social media campaign. This study determined the feasibility of implementing Breastfeed4Ghana and evaluated its impact on breastfeeding knowledge in Ghana. Key performance indicators
of the campaign were monitored on social media platforms, Facebook and Twitter.
An online cross‐sectional survey was conducted across three time points (n = 451)
assessed breastfeeding knowledge, campaign exposure, and understanding and
acceptability of Breastfeed4Ghana among Ghanaian adults. Modified Poisson models
were used to assess the relationship between campaign exposure and breastfeeding
knowledge, adjusting for survey time point, sex, and parenthood status. The campaign
acquired 4,832 followers. Based on follower demographics collected from Facebook
and Twitter analytics, the target population was successfully reached. Campaign
exposure among survey participants was 42.3% and 48.7% at midline and endline,
respectively. Campaign acceptability was high (>90%), and >44% of those exposed
to the campaign also shared the campaign with others. However, 61.0% of those
exposed did not know or could not remember the purpose of the campaign.
Campaign exposure was not associated with higher breastfeeding knowledge (APR
[95% confidence interval] = 0.96 [0.73, 1.26]). Breastfeed4Ghana was highly feasible.
However, campaign understanding yielded mixed findings and may explain the limited
impact on breastfeeding knowledge.
Description
Research Article
Keywords
breastfeeding, campaign, feasibility, Ghana, promotion, social media
Citation
Harding K, Aryeetey R, Carroll G, Lasisi O, Pérez‐Escamilla R, Young M. Breastfeed4Ghana: Design and evaluation of an innovative social media campaign. Matern Child Nutr. 2020;16:e12909. https://doi.org/10.1111/ mcn.12909