Are breastfeeding promotion messages influencing mothers in Bangladesh? Results from an urban survey in Dhaka, Bangladesh

Despite the launching of a national breastfeeding promotion campaign in Ban gladesh in 1989, exclusive breastfeeding rates remain low. To understand mo thers' perceptions of the campaign messages and the reasons for current pra ctices, a random sample of 1100 lower middle class mothers in Dhaka, with i nfants aged 0-6 months, were interviewed in 1995, Although 99 per cent of m others fed colostrum within 3 days of delivery, 92 per cent also gave one o r more traditional prelacteals, and 68 per cent gave postlacteals. This cou ld be due to ambiguity of the message, which simply advocated giving colost rum without indicating its exclusive use, thereby appearing compatible with traditional perceptions that colostrum alone is insufficient. Ninety-nine per cent of mothers reported hearing the breastfeeding messages or receivin g advice, and 97 per cent stated that they understood the meaning of exclus ive breastfeeding. But this concept was not correctly understood, as many t hought it meant feeding breastmilk and water. The prevalence of exclusive b reastfeeding was 15 per cent, and complementary foods were introduced early (median 30 days). Many mothers doubted the message that breastmilk alone i s sufficient for 5 months. Messages to promote improved breastfeeding pract ices in Bangladesh need to be revised to clear misconceptions.