Improving gestational weight gain and breastfeeding promotion: Visual communication to overcome health literacy barriers

Abstract

Maternal and infant outcomes in the US rank among the worst in the developed world. Too-little or too-much weight gain during pregnancy is linked to these poor outcomes and failure to initiate breastfeeding. Despite interventions, these remain public health concerns. Two important elements to improve public health efforts include greater attention to audience's levels of health literacy and increased use of effective visual communication. The purpose of this research was to investigate linking two related issues to improve health promotion efforts. A survey covered knowledge, beliefs, and opinions of weight gain during pregnancy, breastfeeding practices, and perceptions of visual information. Four conditions were implemented: a control group which received no promotional material, a group which received a gestational weight gain brochure, a group which received a breastfeeding brochure, and a group that received a brochure that combined gestational weight gain and breastfeeding information. A total of n = 83 women participated, the majority of which were mothers or soon-to-be-mothers. Results indicate the combined gestational weight gain and breastfeeding brochure did not achieve greater impact among participants, but did not detract from participant's opinions in comparison to the single-issue brochures. Participants identified more with materials that included breastfeeding information. This study incorporated principles essential to effective social marketing campaigns – attractive visuals and clear communication – to improve beliefs and knowledge about appropriate gestational weight gain and breastfeeding practices. Given the substantial health benefits of these practices, this investigation calls for continued development of creative approaches to engage women in these health issues.

Keywords:

• Breast feeding
• Gestational weight gain
• Health promotion
• Health literacy
• Maternal health
• Visual communication

Disclaimer statements

Contributors All authors contributed to the design and evaluation of this study. All authors contributed to the written manuscript.

Funding This work was supported by the Moody College of Communication at The University of Texas at Austin.

Conflicts of interest The authors declare no conflicts-of-interest.

Ethics approval This study received appropriate Institutional Review Board approval at The University of Texas at Austin.

Additional information

Notes on contributors

Michael Mackert

Author information

Michael Mackert, Ph.D., is an Associate Professor in the Stan Richards School of Advertising & Public Relations at The University of Texas at Austin and an Adjunct Professor at The University of Texas Health Science Center at Houston School of Public Health. He is also the Associate Director of the Center for Health Communication at The University of Texas at Austin.

Marie Guadagno

Marie Guadagno, M.S., is a doctoral candidate in the Stan Richards School of Advertising & Public Relations at The University of Texas at Austin, Austin, TX.

Allison Lazard

Allison Lazard, Ph.D., is an Assistant Professor in the School of Media and Journalism at the University of North Carolina, Chapel Hill, NC.

Sara Champlin

Sara Champlin, Ph.D., is an Assistant Professor in the Mayborn School of Journalism at the University of North Texas, Denton, TX.

Kathrynn Pounders

Kathrynn Pounders, Ph.D., is an Assistant Professor in the Stan Richards School of Advertising & Public Relations at The University of Texas at Austin, Austin, TX.

Lorraine Walker

Lorraine Walker, Ph.D., is a Professor in the School of Nursing at The University of Texas at Austin, Austin, TX.