Showing posts with label Maternal and Child Health. Show all posts
Showing posts with label Maternal and Child Health. Show all posts

Monday, May 19, 2014

Baby Think It Over, Again A Critique of a Teen Pregnancy Prevention Program - Kelly McCue

Among developed nations, the United States has one of the highest rates of teen pregnancy, but this is not because teens in the US are having more sex (1). In fact, while European and US teens have similar rates of sexual activity, teens in Europe are more likely to use consistent and effective methods of contraception (1).  The teen pregnancy rates in 2008 were 68, 28, and 31 per 1,000 girls age 15-19 in the US, Canada, and Sweden, respectively (1). Clearly there are significant differences in teen pregnancy rates between these countries, but there are also huge disparities within demographic populations in the US.  For example, there were 117 pregnancies per 1,000 black girls age 15-19, 107 pregnancies among Hispanic/Latina girls, and 43 pregnancies among white non-Hispanic girls of the same ages in 2008 (1). The south and southwest have the highest rates of teen pregnancy (1), and approximately 60% of all teen pregnancies result in live births (2). Addressing teen pregnancy is important because of the health, social, and economic costs of teen births and teen parenting (2), in addition to health equity.   
Public health and school boards across the country have established a variety of teen pregnancy intervention strategies; among the most popular is the Baby Think It Over (BTIO) program. This model, developed in 1995, includes an eight-pound infant simulator equipped with internal microchip and sensor (3). The doll cries at various intervals and durations in the event of mishandling, incorrect positioning, neglect, hunger, and sleep, and the teen is responsible for reacting to these needs by aligning a sensor on a tamper-proof bracelet to the sensor on the doll (4, 5). Over the past decade, the technology and features of the doll have become more sophisticated, but the model of the program has remained the same. The BTIO program is modelled after the Health Belief Model (HBM), in which the desired outcome (changing teens’ sexual behavior) will result from providing teens with the opportunity of teen parenting for a few days (6). Following the HBM, the program assumes that experience with the infant simulator will enhance the teens’ perceived susceptibility to teen parenting, severity of teen parenting, benefits at stake if teen parenting is not avoided and, finally, the social and financial costs as a result of teen parenting (6, 7). The model presumes that several of these aspects will combine to influence the teens’ intention to change their sexual behavior and ultimately their actual behavior (7). The goal of this paper is to critique the Baby Think It Over model and call attention to why this program is not lowering teen pregnancy rates.  

It Takes Two to Tango
Baby Think It Over is offered to teenage girls and boys, but is predominantly utilized by girls, which is problematic because it encourages labeling and stereotyping of females and limits male accountability and involvement in safe sex. The program is offered through elective courses in middle schools and high schools across the US, which ultimately limits the number of students who can or will participate in the program. Most of the analyses of BTIO make note of small and predominantly female study samples (5, 8, 9, 10), which is a direct result of the program being offered in specific elective courses such as Home Economics or Family and Consumer Sciences (5). In other words, teenage girls are more likely to be exposed to the teen parenting simulation than are teenage boys because of where the program is offered within the school curriculum.
Excluding boys from this program, even unintentionally, further fuels the stereotype that teen parenting and behaviors to avoid it are a “girl’s issue” (9) because females literally carry the consequences of unprotected sex (11). Labeling theory explains what is known as a self-fulfilling prophecy, in that labeling these girls as solely responsible for contraception, avoiding teen pregnancy, and parenting actually encourages these girls to wear the label and live up to the expectations society gives them (12). Some reports that evaluated BTIO included no male subjects (13, 14) and several included only a very few male subjects, accounting for less than 25% of the studied population (5, 6, 9). This is indicative of the limited number of males who elect the courses and receive the BTIO simulation. One report commented that the boys that do enroll do not take the program seriously and do not perceive themselves at risk (9). Further, teen boys perceive the simulation to be unrealistic, as they believe it unlikely they would take care of a baby by themselves anyway (9). BTIO reinforces stereotypes, it does not change behaviors.
In general, females are more likely to want protected sex and specifically want the male to be protected, but this is highly dependent on the male’s willingness to use protection and his perceived dominance in a relationship (11).  An individual’s behavior will not determine or create safer and protected sexual intercourse; both partners must be involved in the decision and behavior (11). Environmental and societal factors also impact individual behavior, according to the social learning theory (15). These include social norms and roles as well as personal and social expectations (15). BTIO model does not discuss care-giving expectations or gender roles (9), but instead perpetuates the dogma that girls are expected to be responsible for avoiding teen pregnancy and fails to show that boys are equally accountable. Ultimately, the BTIO model creates an environment that encourages teen boys to deflect sexual responsibilities which is not conducive to a successful teen pregnancy intervention.  

Nothing Like the Real Thing, Baby
            Society and environment play an undeniable role in decision making (15). The BTIO model is limited because it does not allow for cultural or social adaptations to the program and it does not account for the influences these forces have on an individual. The program currently assumes the processes of decision-making and behavior-changing are completely dependent on the individual. Depending on school funding and curricula, the duration of BTIO simulation may be adjusted to between 3 and 7 days (6, 9, 13, 14), but reviews of BTIO have not expressed any culture-specific adjustments to the program. It is important to consider the community and the reality in which teens actually live, because these influences will directly impact the success of an intervention (15, 16).
Most of the studies evaluating BTIO were conducted at rural and urban white communities (10, 13). Studies that conducted surveys and focus groups among these communities report that many teens found the experience challenging and some teens explained that they will be more cautious in future sexual encounters (6). At least one evaluation of BTIO resulted in girls expressing the opposite reaction. This study was conducted at a predominantly Hispanic school in Denver (13). A survey of the girls before the BTIO simulation provided information about whether they had experience as babysitters and whether they expected the infant simulator to be easy due to their previous caregiving experience. Interestingly, many of these girls left the program agreeing that the infant simulator was challenging, but that a real baby is much easier (13). In some cases, girls finished the BTIO program with an even greater desire to become a teen parent (13). These examples support the powerful influence that environment has on decision making as well as exemplifies the irrationality of teens. BTIO highlights teen pregnancy as an undesired outcome and attempts to prove this with a noisy, fake doll. However, this is not a reality to girls (and boys) who have past experience caring for infants or come from families with young and capable mothers.  
In addition to social and cultural influences, girls that perceived real babies as easier and desired to be teen mothers after BTIO exposure may have experienced psychological reactance. The theory of psychological reactance explains why an individual will behave or act against a message that threatens the individual’s autonomy or freedom, especially when the message is delivered by an authoritative or dominant figure (17). Many health interventions elicit a psychological reactance from their target population simply because the intervention is perceived as a threat to something of value to the individual or population (17). Psychological reactance is a common phenomenon among adolescents and can be predictive of risky sexual behavior (18); telling youths that teen sex should be avoided not only motivates teens to reestablish their freedom to have sex, but actually increases the attractiveness of that behavior (18). Further, adolescents and emerging adults are particularly sensitive to messages that threaten their self-determination and near-adult freedoms (18). Perceiving these threats can stimulate the individual to perform the opposite of what is recommended (17, 18). BTIO is supposed to be difficult and is touted as such by teachers and students, sometimes including a comment that many participants will fail. While some students may accept this as a true fact, other adolescents may perceive this comment as a dare or a threat to their decision-making capacity. As BTIO instructors and participants highlight the challenges of teen parenting, psychological reactance may actually cause teens to prove this notion otherwise. The evaluation of BTIO from Denver is a case in point; the girls indicated that they thought parenting a real baby was easier and that teen parenting was an appropriate option for them (13). In summary, psychological reactance may cause the BTIO program to have the exact opposite effect as intended.

I’m Not Susceptible, Baby
            Baby Think It Over is designed to increase teens’ perceived susceptibility and vulnerability to becoming a teen parent by providing teens with an opportunity to role-play teen parenthood (6). BTIO utilizes the Health Belief Model in response to studies that showed teens’ lack of risk perception regarding pregnancy because of the personal fable, or the perception that teen pregnancy cannot happen to them (6, 13, 19, 20). The premise of BTIO is that teens will experience the hardships of teen parenting, internalize their susceptibility to teen pregnancy, and take the appropriate measures to avoid it. However, there is a clear disconnection between cause and effect, where teens are role-playing the effect (teen parenting), and not discussing the cause (unprotected sex). Teens are expected to think critically, to make the connection between effect and cause on their own, and to accept that they may be at risk.
            Expecting teens to recognize that they are susceptible means teens are expected to ignore the teen-mom or teen-parent stereotypes. BTIO focuses on teen parenting simulation, but underlying stereotypes will determine whether a teen participant recognizes their own personal risk. Neglecting to discuss the cause of teen parenting is a failure to break stereotypes and really show teens their susceptibility. Teen parent stereotypes may differ per community, but most will have some perceived indicators of what makes a teen parent, whether that includes race, poverty, IQ, or substance use. With these stereotypes in mind during the simulation, the participants may not assess their actual risk if they do not relate to the stereotype. The ‘representativeness heuristic’ is a certain kind of bias that leads people to draw certain conclusions about their risk, based on whether they perceive themselves as similar to the targeted population (21). The role a teen plays for a week is not real, but it is recognized as the reality of a teen that fits the stereotype and participated in risky activities. This model perpetuates stigma and stereotypes by not explicitly discussing how all males and females can be at equal risk if they do not practice safe sex. Allowing these stereotypes to continue deters many teens from assessing their risk. ‘Representativeness’ is a form of comparative optimism (21); in this case, teen girls who do not feel they fit the stereotypical teen-mom prototype will not be at risk for teen pregnancy. Key to this perspective is that teens participating in the BTIO program may understand the challenges that teen parents experience, as noted in many studies, but this does not translate into personal concern because the teens do not perceive their personal risk.
In lieu of the discussion of the causes of teen pregnancy, teens will determine their susceptibility by assessing their peers. According to a large study among adolescents, unprotected vaginal intercourse can be predicted by whether their friends are sexually active (16). This is supported by representativeness theory, as teens act like friends because they are similar and relatable (16, 21) and social learning theory, as teens are influenced by their peers and environment (15). Even though sexual intercourse can be directly influenced by friends and their perceived level of sexual activity, contraceptive use is not predicted in the same way. A form of optimistic bias, called the law of small numbers (22), continues to support why teens will not perceive their risk when they do not relate to the outcome. In schools that do not have an observable rate of teen pregnancy, BTIO may not successfully convince teens of their susceptibility because pregnancy is not the common outcome. Perceived personal risk can be determined by comparing oneself to someone with the desired outcome (22). BTIO expects that teens will connect their potential sexual behaviors to teen pregnancy, while teens determine their sexual outcomes by comparison of their peers who are not pregnant if that is the desired outcome of the teen, according to the law of small numbers. The combination of teens utilizing friends’ sexual activity as a standard, not connecting to the stereotype of a teen parent, and the apparent number of teen pregnancies in the school further encourages teens to continue their current behavior.  

A Proposition for Peer-Lead Pregnancy Prevention Task Force
            To effectively reduce teen pregnancy and teen parenting, the aforementioned issues overlooked by the BTIO program, male inclusion, cultural-adaptability, and identifiable risks, must be addressed. A teen-lead task force may prove to be an effective solution. Peer behaviors can be predictive of individual actions, especially among adolescents and in regards to risky behaviors, as previously discussed (16). The following intervention proposal for teen pregnancy prevention takes advantage of the power of labelling, peer pressure, and diffusion of innovation to change adolescent behavior in a positive way. A group of teens, selected via the existing student council, the captains of sports teams, or through elections, will be the promoters of safe sex. The peer group must also include key persons from the wide diversity of social cliques within a school system or neighborhood. Through events, anonymous condom-to-locker drop-offs (male and female condoms), and culturally appropriate counseling card dispersal (including information on benefits of abstinence, consensual sex, and linkages to health services) will be combined to lower the rates of teen pregnancy.     
            The task force is for teens and will be supported by teens. The first step to this campaign is to have teens choose the name of the task force, as this will increase their ownership of the program and utility of the services it offers. This concept is inspired by an article regarding the impact word association and imagery of various health messages has on adolescent behavior (23). In addition, allowing students and schools to choose the name will promote cultural adaptability. Not all schools and communities will have the exact same message, but they can follow the same guideline for promoting safe sex (including abstinence) through positive messages, not the negative outcomes as seen in the BTIO program. Several campaigns, including “The 84” (http://the84.org/), “Crush” (http://socrush.com/about), and “love Life” (http://www.lovelife.org.za/) effectively use positive labels to reinforce positive behaviors and identities of individuals. “The 84” are proud to be the 84% of adolescents who do not smoke tobacco, “Crush” are tobacco-free lesbian, gay, bisexual and transgender persons (LGBTs) in the Las Vegas area, and “love Life” promotes teens and young adults to take control of their destiny and reproductive health through ‘sex positive’ messages. Positive labeling will result in teens living up to positive expectations, but in order to do so these teens must see value the label. Ownership of the label will ensure pride in the vision of the safe sex task force and result in positive behavior change.
            The task force will focus on positive messages that address how teens have sex, rather than the distant outcomes of teen pregnancy and teen parenting, as was the focus in BTIO. This will allow teens to assess the proximal risks they are aiming to avoid and provide teens with a tangible goal and message. While the goal of the task force is still to avoid teen pregnancy, the message must remain positive and proactive to decrease the negative stereotypes. The message should respect everyone’s choice and freedom to practice safe sex (including abstinence) and make this a value that teens want to own.
Election of task force members must include equal representation of males and females; this will also increase utilization of the services offered by the task force because of the familiarity and availability of their peers. The similarity of the task force to the teen audience will effectively reduce psychological reactance, thus increasing the likelihood that teens will follow the health messages promoted (24) while ensuring male involvement in the program. In combination with similarity, the use of reason and support without threats to autonomy or freedom will increase the credibility of the messengers and the health messages and promote compliance by the teens (24). Observing that the task force is supportive of safe sex (including abstinence) will encourage peers to practice safe sex as well. Strong peer support decreases negative health risks (25) and the more influential the peers, the greater improvements in behavior (26). “Following the herd”, a chapter in the book Humans and Econs, discusses the incredible power peer pressure has in influencing conformity and the motivation to do so (26). The task force takes advantage of the power of social influences and modelling of behaviors, observed in the social learning theory (15), and the predictive nature of adolescents as they look to peers for behavioral approval.
             The positive message and slogan of the task force, the similarity of the messengers to their peers, and sway the messengers have with influencing peer behavior supports the process of diffusion (27, 28). “Preventive diffusion” describes “an idea that an individual adopts at one point in time in order to lower the probability that some future unwanted event may occur” (29), communicated through channels in a social system (27). The task force intervention is a group-level, social model that will rely on the diffusion of the safe sex message, communicated by peers. According to diffusion theory, the peer-lead task force sets trends that will impact the behavior of the entire school population, not one individual at a time (28), thus creating behavior change at a much faster rate. As the innovative safe sex slogan spreads, the positive sexual behavior will become the norm, effecting behavior directly (28) and eliminating the need to focus on changing knowledge and attitudes first. Creating a safe sex norm within an entire school sets a new standard for teen boys and girls to follow, with pride, that will ultimately result in far fewer teen pregnancies than the Baby Think It Over model.

Conclusion
            Baby Think It Over is an individual-level model, which is costly in time, money and other resources. The model focuses on changing attitudes about teen parenting through a needy infant simulator, but it does not change teens’ behavior. Unfortunately, BTIO inadvertently encourages boys to assume girls are the only partner responsible for contraception and parenting, perpetuates stereotypes of teen moms and teen parents, and focuses on an outcome that is not explicit about the actual behavior to be avoided. The teen pregnancy prevention task force outlined in this proposal will likely not be ideal for every school situation, but will be more effective than BTIO. The proposed plan suggests a ‘safe sex’ campaign by diffusion, a model which should be adaptable in a variety of social situations, including abstinence-only schools, religious organizations, and other perspectives. The message should follow the guideline of being positive, tangible, and of value to teens. The task force model assumes that the school board will be supportive of a group of teens and promote their positive behavior without encouraging reactance from the task force and their peers. Notwithstanding, the group-level model will result in school-wide behavior change and the peer-based approach will ensure legitimacy of the message. This will result in fewer resources needed at a lower cost and a much more sustainable model. Think it over. Teens know about sex and they know about pregnancy, but teens do not always know where to access information or contraceptives in a comfortable setting. Preventing teen pregnancy should be a priority for all states and schools, and all teens deserve a foundation that will effectually support them in their surroundings and promote their behavior change.
           
 References
1.      Finer, L. B., & Zolna, M. R. (2011). Unintended pregnancy in the United States: incidence and disparities, 2006. Contraception, 84(5), 478–485. doi:10.1016/j.contraception.2011.07.013
2.     CDC - About Teen Pregnancy - Teen Pregnancy - Reproductive Health. Retrieved April 16, 2014, fromhttp://www.cdc.gov/teenpregnancy/aboutteenpreg.htm
3.     Jurmaine, R. 1994. Baby Think It Over ®. (Available from Baby Think It Over ® Inc., 2709 Mondovi Road, Eau Claire, WI 54701).
4.     Herrman, J. W., Waterhouse, J. K., & Chiquoine, J. (2011). Evaluation of an infant simulator intervention for teen pregnancy prevention. Journal of obstetric, gynecologic, and neonatal nursing: JOGNN / NAACOG, 40(3), 322–328. doi:10.1111/j.1552-6909.2011.01248.x
5.     Somers, C., & Fahlman, M. (2001). Effectiveness of the “Baby Think It Over” teen pregnancy prevention program. The Journal of school health, 71(5), 188–195.
6.     Out, J., & Lafreniere, K. (2001). Baby Think It Over: using role-play to prevent teen pregnancy. Adolescence, 36(143), 571–582.
7.     Rosenstock, I., Historical origins of the health belief model. Health Education Monographs, 1974. 2: p. 328-335.
8.     Borr ML (2009). Baby think it over: A weekend with an infant simulator, Journal of Family & Consumer Sciences Education, 27(2):45-55. 
9.     Didion, J., & Gatzke, H. (2004). The Baby Think It Over experience to prevent teen pregnancy: a postintervention evaluation. Public health nursing (Boston, Mass.), 21(4), 331–337. doi:10.1111/j.0737-1209.2004.21406.x
10.  Zuckerman, D. & Becker, J. (2010). Dolls Are Not a Substitute for Babies | National Center For Health Research. Retrieved April 25, 2014, from http://center4research.org/medical-care-for-adults/other-reproductive-sexual-health/dolls-are-not-a-substitute-for-babies/
11.   Buysse, A. (1997). `Appropriate’ male and female safer sexual behaviour in heterosexual relationships. AIDS Care, 9(5), 549. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=pbh&AN=9710293705&site=ehost-live&scope=site
12.  Becker, H. (1963). Outsiders: Studies in the Sociology of Deviance. New York: Free Press.
13.  Kralewski, J., & Stevens-Simon, C. (2000). Does mothering a doll change teens’ thoughts about pregnancy? Pediatrics, 105(3), E30.
14.  Malinowski, A., & Stamler, L. (2003). Adolescent girls’ personal experience with Baby Think It Over infant simulator. MCN. The American journal of maternal child nursing, 28(3), 205–211.
15.  Bandura, A. (1977). Social learning theory. New Jersey: Prentice-Hall.
16.  Kim, C., Gebremariam, A., Iwashyna, T., Dalton, V., & Lee, J. (2011). Longitudinal influences of friends and parents upon unprotected vaginal intercourse in adolescents. Contraception, 83(2), 138–144. doi:10.1016/j.contraception.2010.06.019
17.  Brehm, J. (1966). A theory of psychological reactance. New York: Academic Press.
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19.  Saltz, E., Perry, A., & Cabral, R. (1994). Attacking the personal fable: Role-play and its effect on teen attitudes toward sexual abstinence. Youth and Society, 26 (2), 223-242.
20. Stevens-Simon, C. (1993). Working with the “personal fable.” Journal of Adolescent Health, 14, 349
21.  Shepperd, J., Carroll, P., Grace, J., & Terry, M. (2002). Exploring the causes of comparative optimism. Psychologica Belgica, 42(1-2), 65–98.
22. Tversky, A., & Kahneman, D. (1971). Belief in the law of small numbers.Psychological Bulletin, 76(2), 105–110.
23. Benthin, A., Slovic, P., Moran, P., Severson, H., Mertz, C. K., & Gerrard, M. (1995). Adolescent health-threatening and health-enhancing behaviors: A study of word association and imagery. Journal of Adolescent Health,17(3), 143–152. doi:10.1016/1054-139X(95)00111-5
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26. Thaler, R., Sunstein, C. (2008). Following the herd (Chapter 3). In: Thaler, R., Sunstein, C. Nudge: Improving Decisions About Health, Wealth, and Happiness. New Haven, CT: Yale University Press,53-71.
27.  Rogers, E. (1995). Diffusion of innovations (4th ed.). New York: Free Press.
28. Bertrand, J. (2004). Diffusion of Innovations and HIV/AIDS. Journal of Health Communication, 9(sup1), 113–121. doi:10.1080/10810730490271575
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Tuesday, May 13, 2014

The Prevention of Women to Child HIV transmission: A Critique of Cell phone SMS messaging in South Africa – Anonymous

Introduction
The HIV virus is a growing epidemic in South Africa. According to The Joint United Nations Programme on HIV and AIDS (UNAID) in 2011 5.6 million people living in South Africa carried HIV (16). HIV prevalence rapidly grew from 1990-2001 (17) causing more deaths and a bigger public health concern. The increase of HIV across South Africa in 2001 changed from 15.3% to 17.3% in 2012 (17). The spread of HIV continues to increase with transmission from mother to child (1-5). An estimated 360,000 children became infected by their mothers either during pregnancy, birth or breastfeeding in 2010 (7). Children under the age of five have a higher risk of death (1).  Children have under developed immune systems causing the diseases to severely attack their body (3).
Public health interventions have been in effect to prevent the spread of the disease. One particular intervention uses technology to promote HIV awareness (7-18). Short message service (SMS) is used to encourage mothers with HIV (7-18). Mothers are sent two messages daily, one reminding them to take their medication and the other with HIV facts (7-18). The messages mothers receive include lengthy information, in English. The intervention hopes to motivate mothers to continue treatment after doctor appointments and create awareness of mother-to-child HIV transmission (4). According to Cell-Life 80% of South African adults have access to a cell phone (15). Supporters of the intervention believe that the increase of technology will assist in decrease of mother-to-child HIV transmission (15). Being in a generation of technology, SMS messaging may be successful in providing facts and reminders to mothers (12); but the intervention lacks the awareness of the Social Cognitive Theory and the Health Belief Model (6, 8, 11).
The Social Cognitive Theory (SCT) incorporates personal and environmental factors (6). Direct communication from a peer role model with mothers suffering from HIV limits their exposure to personal information about the deadly disease (6, 9).  According to the Mother2Mother organization mothers are more likely to take action when they can relate to another suffering woman (9).  Education is limited to a number of South Africans (13). South Africans who are unable to obtain education are not given the opportunity to read the facts sent to them. Providing mothers with written facts assumes they are behaviorally capable of reading (11). Aside from education, women who are pregnant and suffering from HIV need additional motivation. The Cues to Action component in the Health Belief Model (HBM) believes that motivation is the foundation in getting individuals to take action (8). SMS messaging intervention assumes that mothers will be motivated by generic informational SMS messages. Without the understanding of social influence, individual capability and personal health the intervention was unsuccessful in engaging mothers. (6, 8, 11)
SMS Messaging Rejects Direct Communication
            SMS messaging hopes to promote individual change and decrease the spread of HIV (4, 10). However, SMS messaging limits face to face interaction. Strictly providing SMS messages to mothers isolates them from building a one-on-one or group relationship (9). Individuals receiving SMS messages are isolated from being part of the bigger picture.  Observational learning describes that behavioral changes are promoted by watching the actions and outcomes of others (6, 8). Sending SMS messages with reminders and facts limits direct exposure to the seriousness of HIV transmission. According to The National Cancer Institute, people do not solely learn from their own experiences (11), exposure to the experiences of mother’s in similar situations provides reassurance (6, 11).
The SMS messaging intervention negatively changes mother’s feelings about their parenting (18). The intervention fails to provide mothers with connection to mentors, health advocates or support groups (9). According to the Social Cognitive Theory mothers hesitate to make changes in their life when they are not exposed to credible role models (6, 11). The intervention’s rejection of direct communication and support pushes mothers to reject SMS messages and in turn the risk of HIV transmission continues (12).
Sending informational SMS messages does not promote interactive learning (18). Sending mother SMS messages about support group meeting time and locations can motivate them to want to meet someone in their position (9). In addition, including testimonials of mothers suffering from HIV can create a feeling of companionship for mothers. Providing support groups and testimonials allow mothers to connect and share stories and facts (9). Mothers will no longer feel alone or ashamed about their condition (9). Unfortunately, SMS messaging decreases the chances of mother’s ability to receive direct attention.
SMS Messaging Prediction of Behavioral Capability Fails
            Relying on SMS messages creates the assumption that all mothers can read. The Social Cognitive Theory describes Behavioral Capability as having the knowledge and skills to perform a behavior (6). Informational SMS messages were sent in a narrative format, in English (15). Not all South Africans read English, languages vary in different areas of South Africa (15). The language of the SMS messages sent to mothers failed to acknowledge a mother’s education levels. Unfortunately, 13.6% of South Africans cannot read (16). The intent of sending out reminders and SMS messages is to promote education and a successful health intervention (3-5, 7). However, the intervention will be unsuccessful if mothers cannot read (16). The hope to provide intervention through the usage of a cell phone will fail when mothers who cannot read ignore the SMS messages. As a result, mothers are not being educated on HIV and the benefits of taking action. If mothers who cannot read are unaware of the benefits they will not help themselves or their children. Mothers who do not take action have a higher risk of passing on HIV to their children (18).
            Behavioral Capability can be promoted by sending pictures for mothers who cannot read (6). Creating awareness through pictures can motivate mothers to get tested for HIV or continue to follow up with their appointments. According to, GBC Health, “without treatment, the risk of a mother transmitting HIV to her infant is estimated at 5-10% during pregnancy, 10-20% during labor/delivery, and 5-20% during breastfeeding” (7). Creating a picture for mother’s to see the effect of HIV on their body can decrease the chances of mother to child HIV transmission.
SMS Messaging Lacks Motivation
            HIV disease requires special attention (1-2). There is no clear correlation between the SMS messages received and the actions mother take (4, 15). Behavior is an outcome of cues to action (8); reminder SMS messages (4) and indirect contact lack words of motivation. Mothers can choose to ignore the SMS messages or prolong from taking their medication. On the other hand, there are mothers take the HIV facts as all the knowledge they need to know (9). Mothers begin missing their follow up appointments and stop attending support groups (9, 12). As more SMS messages are sent out, fewer mothers feel obligated to receive extra help.
            SMS messaging lacks interpersonal connection (6) and recognition of additional health concerns. SMS messages are being sent without the knowledge of a mother’s mental state. A mother’s emotional state can negatively impact her acknowledgement of her HIV SMS messages (14). The more distant the mother feels from her illness the less likely she is to help herself and her child (14). More than 1,000 mothers give birth to a baby with HIV each day (16). Pregnant women are at high risk for experiencing depression (14). SMS messages primarily focusing on a mother’s HIV can cause additional health risk including, suicidal thoughts, anxiety, stress (14). Aside from potentially having HIV additional prenatal health risk by a mother can affect a child’s development prenatal and postnatal (9-18). SMS messaging intervention limits interaction to personal motivational messages to promote effective lifestyle changes.
Conclusion
            The Social Cognitive Theory and Health Belief Model can be effective theories to further developing mother to child HIV transmission (6, 8, 11). However, the SMS messaging intervention focuses on HIV individuals as a group rather than individually.  SMS messages sent two times daily to mothers isolates mothers from connecting with others. Although messages include reminders to take medication and HIV facts (15), the information sent is not provided in their native language (18). Mothers who are uneducated are unable to benefit from SMS messages regardless of how valuable the information is. 
An effective cell phone SMS messaging approach would consider observational learning; which provides mothers with a support group to attend, or a personal contact that is aware of their condition and daily life (6). The language within the text can contribute to the overall outcome, providing specific, short facts in the language native to mothers is more likely to get response from mothers. On the other hand, mothers who are unable to read should be sent pictures. Pictures can open mother’s eyes to the effects of HIV. Eye opening message will motivate them to take their medication and follow up with their doctors’ appointments. Ultimately, SMS messages should build a connection with mothers. Mothers should feel motivated to get treated and protect their child. Messages should be personal by using family names and specifics about the mother’s condition depending on their stage. Overall, the intervention should address and include elements observational learning and behavioral capability from The Social Cognitive Theory as well as personal motivation to encourage mothers to act according to the Health Belief Model. Excluding the Social Cognitive Theory and the Health Belief Model will not influence mothers to treat their HIV, unfortunately leading to HIV transmission to their child.

References
1.       AVERT. HIV and AIDS in Africa. England: AVERT. http://avert.org/hiv-and-aids-africa.
2.      AVERT. HIV and AIDS in Africa. England: AVERT.http://www.avert.org/global-hiv-aids-epidemic.
3.      Barron P. Eliminating Mother-to Child Transmission in South Africa. World Health Organization 2012; 91: 70-74
4.      Boakye K, Scott N, Smyth C. Mobiles for Development. San Francisco, CA: UNICEF, 2010.
5.      Coovadia H. Mother-to-Child Transmission of HIV-1 Infection during Exclusive Breastfeeding in the First 6 Months of Life: An Intervention Cohort Study. The Lancet 2007; 369:1107-1115.
6.      Edberg M. Essentials of Health Behavior: Social and Behavioral Theory in Public Health. Jones and Bartlett Publishers 2007; 35-49.
7.      GBCHealth. Preventing Mother-to-Child Transmission of HIV. Healthy Women, Healthy Economies. New York, NY: GBCHealth.
8.     Marks D. Healthy Psychology in Context. Journal of Health Psychology 1996; 1:7-21.
9.      Mothers2Mothers. Empowered Mothers Nurture Healthy Families. Los Angel3es, CA: Mothers2Mothers. http://www.m2m.org
10.  Munkund Bahadur KC, Murry PJ. Cell Phone Short Messaging Service (SMS) for HIV/AIDS in South Africa. Stud Health Technol Inform 2010; 150:530-534.
11.   National Cancer Institute. A Theory at a Glance: A Guide for Health Promotion Practice. National Cancer Institute 2005; 9-21.
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13.  Puccio, J, Belzer M, Olson J, Martinez M, Salata C, Tucker D, Tanaka D. The use of Cellphone Reminder Calls for Assisting HIV-infected Adolescents and Young Adults to Adhere to HAART. AIDS Patient Care STDS 2006; 20:438-444.
14.  Rochat T, Bland R, Mark T, Stein A. Suicide Ideation, Depression and HIV Among Pregnant Women in Rural South Africa. Health; 5: 650-661
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18.  Ybarra M, Bull S. Current Trends in Internet and Cell phone Based HIV Prevention and Intervention Programs. Current HIV/AIDS Report 2007; 4: 201-207.


“Breast is Best,” But Not Against All Odds: A Critique of The National Breastfeeding Awareness Campaign – Anna Goldenheim

Introduction to Breastfeeding As An Important Public Health Issue
Breastfeeding is becoming an increasingly important public health issue. The American Academy of Pediatrics recommends that women breastfeed their infants for at least 6 months, citing both short- and long-term medical and emotional benefits for mom and baby.(1) Research shows that, in addition to other benefits, breastfed infants have lower rates of ear infections and diarrhea,(2), respiratory illness,(3), and obesity,(4) while women have lower rates of breast and ovarian cancer.(5,6) However, according to the 2013 CDC Breastfeeding Report Card, only 49% of women are still nursing at 6 months, of which 16.4% are doing so exclusively (without formula supplementation).(7) As such, improving breastfeeding rates and duration are important public health goals for women, babies, and society overall.
Introduction To The National Breastfeeding Awareness Campaign
Recognizing the need to address breastfeeding as a public health imperative, The National Breastfeeding Awareness Campaign (NBAC) was launched in 2004 by the United States Department of Health and Human Services’ Office on Women’s Health (OWH).(8) The campaign sought to achieve two main goals: first, increase the proportion of mothers who exclusively breastfeed their babies (from 69% to 75% during months 0-6 and from 33% to 50% during months 6-12) and second, increase general awareness of breastfeeding and its benefits.(8)
The campaign had both media and community outreach components. For its media component, the OWH collaborated with the Ad Council to develop materials for television, radio, newspapers, magazines, mass transit shelters, billboards, and Internet. Their intended target audience was first-time mothers and fathers who have no experience with breastfeeding. The OWH website publishes several of the materials used in their media campaign including links to print, radio, and television segments.(8)
Print Ads
The OWH website publishes three versions of their print ads. All are depictions of breasts using non-breast materials. In the first, there are two dandelions with pink centers used in association with the message “Breastfeed for 6 months. Help reduce your child’s risk for respiratory illness;” in the second, two otoscopes are used in conjunction with the message “Breastfeed for 6 months. Help reduce your child’s risk of ear infections;” and in the third, there are two scoops of ice cream, each with its own bright red cherry, and the message “Breastfeed for 6 months. Help reduce your child’s risk for childhood obesity.”(8)
Television Ads
The website also publishes two television ads, one featuring a very pregnant woman riding a bull and one featuring two very pregnant women participating in a log roll. “You wouldn’t take risks before your baby is born,” they say. “Why start after?”(8)
Radio Ads
Finally, the website publishes two radio ads. One is an R&B song in which the risks of not breastfeeding are soulfully swooned. The refrain, which repeats several times, is “you got to know the facts, lady.” The other is a country song, which sings “when it came to increasin' disease resistance, that woman could lactate like nobody's business,” in reference to the country singer’s “mama.”
            Despite its best intentions to increase breastfeeding rates in new mothers, NBAC’s method of doing so was deeply flawed. With messages like “You wouldn’t take risks before your baby is born—why start after?” and “Help reduce your child’s risk of disease X,” NBAC highlights the bad things that can happen to babies who are not breastfed and places the burden on women to fix them. These messages are a textbook representation of a campaign based on the Health Belief Model (HBM).(9) The HBM suggests that a person’s likelihood to adopt a new health behavior depends on two factors: first, the individual’s belief in a personal (or in this case, her child’s) threat of disease or illness; and second, an individual’s belief that the new health behavior will actually make a difference. As such, NBAC seeks to convince new mothers not only that their children are at risk for developing countless numbers of terrible diseases (e.g. obesity, diabetes, asthma, and ear infections), but also that breastfeeding will miraculously make these things go away.
NBAC plays to several strengths of the HBM, most notably in its use of “perceived susceptibility,” “perceived severity,” and “perceived benefits” to convince mothers that breastfeeding will help reduce the likelihood of serious illness in their children. However, there are also many weaknesses to using this model, both in terms of its application to this particular campaign and because of weaknesses inherent to the model itself.
In this paper, I will identify three major flaws of the NBAC because of its use of the Heath Belief Model: first, I will critique its failure to account for individual attitudes and beliefs that may influence a woman’s decision to breastfeed; second, I will critique its exclusion of non-health related reasons, in particular social barriers, for not breastfeeding; and third, I will critique its exclusion of environmental and economic factors that prohibit breastfeeding success. Following the critique, I will present features of an alternative campaign that may be better tailored to the diverse needs of new moms learning to breastfeed in the United States.
Critique #1. The NBAC Fails To Account For Individual Beliefs and Attitudes That May Be Barriers To Breastfeeding Success
            Ask any woman who has attempted to breastfeed her infant and she will tell you that it is hard work. Despite its being a “natural” behavior, breastfeeding is rarely a naturally innate skill. Nevertheless, this campaign addresses neither the challenges that individual women face with breastfeeding (10) or the feelings that many women experience when they struggle to succeed.(11) It wrongly assumes that breastfeeding success is independent of a woman’s personal experience, beliefs about breastfeeding, self-perception of success, or self-confidence in adequately nourishing her child. This assumption is problematic for several reasons.
            First, according to Ruowei Li et al. in their article “Why Mothers Stop Breastfeeding: mothers’ self-reported reasons for stopping during the first year,” the number one reason why women stop breastfeeding is the perception that their infant is not satisfied by breast milk alone.(12) As a result, many women introduce formula or food within the first few months because they are worried that their child is hungry. The earlier these supplements are introduced, the more likely a woman’s breast milk supply will suffer as her baby’s demand, supplanted by other sources of nutrition, will decrease.
            Second, Li et al. point out that Hispanic mothers and mothers with annual incomes <350% of the federal poverty line are among the more likely to stop breastfeeding before their peers.(12) While there are certainly environmental and economic factors for this discrepancy that are addressed later in this paper, these research findings support the campaign’s lack of emphasis on the individual beliefs and attitudes of populations needing the most help. For example, NBAC claims that they are targeting African-American mothers, a population with comparatively low breastfeeding rates,(7) through their use of a black woman on the mechanical bull and the “soul music” radio segment.(8) However, their efforts are misguided. “Deploying black women and symbols likely to resonate with African Americans represent a use rather than an understanding of cultural particularity,” writes Joan Wolf in her paper, “Is Breast Really Best? Risk and Total Motherhood in the National Breastfeeding Awareness Campaign.” “It was the outcome of market research (focus groups) that sought to determine how best to sell a product (breast-feeding) more than an effort to understand the ‘diverse values, beliefs, and cultures in the community.’”(13)
            Ultimately, perhaps in a well-intentioned effort to make its ads as broadly appealing as possible, the NBAC fails to account for the fact that women have deeply unique breastfeeding experiences that are highly informed by individual beliefs and attitudes. While this variation may be due to a variety of factors, addressing the individual needs of cultural groups needing the most support would be a good place to start.
Critique #2. The NBAC Fails To Account For Social Barriers To Breastfeeding
            Despite the fact that breastfeeding is becoming a more socially acceptable activity, women perpetually face societal barriers that hinder their breastfeeding success. Among these are negative reactions to public breastfeeding,(14) resistance to accommodating women’s nursing needs in the workplace,(15) hyper-“sexualization” of female breasts,(16) and male reactions to breastfeeding.(17) The NBAC avoids the social context of nursing entirely in its print and television ads, and touches upon it only briefly in its radio segments. Excluding any discussion of the social barriers that women face while attempting breastfeeding is a major flaw in the NBAC overall.
            The NBAC puts a lot of pressure on individual women to make the right choice for their babies, but no pressure on society to support them in this endeavor. They compare the health implications of not breastfeeding to that of riding a mechanical bull or log-rolling while heavily pregnant. This is not only an unfair comparison (there is no comparable danger in giving infants formula), but also one in which women are expected to succeed against all odds. It fails to account for the fact that unlike the woman who chooses to mount the bull, a woman most likely chooses not to breastfeed because of obstacles that are likely completely out of her control. Two of the most significant obstacles that NBAC excludes are societal reactions to women who breastfeed in public and lack of accommodations for nursing women in the workplace.  
In their paper “Men and Infant Feeding: Perceptions of Embarrassment, Sexuality, and Social Conduct in White Low-Income British Men,”(Henderson et al., 2011) Henderson et al. observe that “perceptions of breastfeeding as a sexual activity and the dominant mass media emphasis on breasts as a sexual site may present additional obstacles to breastfeeding.” While this study was conducted in Britain, it is definitely applicable to similar obstacles that women face in this country. Whether it intends to or not, NBAC does address some of the prevailing male perceptions of breastfeeding by using male vocalists in both of its radio ads. Both the country and soul segments feature male vocalists singing the praises of the breastfeeding women in their lives: the country song says, “Mamma's nursin' helped raise a healthy family. There's nothin' she wouldn't do, she helped us kids get through, with less risk for ear infections and respiratory illnesses,” while the soul song says, “wonderful woman, if you do breastfeed, our little baby will be at less risk of respiratory illnesses.” It is refreshing to hear a male not only profess his understanding of breastfeeding’s benefits, but also express gratitude for the work women do for their children.
While this is certainly a strong first-step, NBAC’s message is likely far too subtle to inspire real social change. Henderson et al. assert that for real changes in perception to happen, both pre- and peri-natal education should target men directly. Only then can many of the deeply entrenched problems generated by historical views of sexuality and masculinity be addressed.
Critique #3. The NBAC Fails To Account for Economic and Environmental Barriers to Breastfeeding
            There is a wide variation in breastfeeding rates between racial and socioeconomic groups in this country.(18) Much of this variation can be attributed to discrepancies between levels of social support, healthcare provider guidance, quality of maternity- and postpartum-care, and hospital engagement in breastfeeding (e.g. breastfeeding initiation delays, provision of pacifiers, promotion of formula, etc.).(18) These discrepancies are especially pronounced when comparing resources available to different racial groups and to populations in poorer or wealthier parts of the country. Therefore, for many women attempting to breastfeed, there can be any number of insurmountable economic and environmental barriers to success.
            Recognizing that African-American women have some of the lower breastfeeding rates in this country, the NBAC tailored part of its campaign for this audience. Nevertheless, as noted above, its methods for doing so fall short of reaching not only African-Americans, but also many of the other most vulnerable populations at risk for breastfeeding failure. The CDC recommends that public health measures to promote breastfeeding target black mothers in rural areas, mothers younger than 20 years old or who have not completed high school, and enrollees in the WIC program. In addition, they emphasize the importance of supporting women’s efforts not only to initiate breastfeeding, but also to continue for as long as possible.(18)
            Dr. Miriam Labbok, Professor of Maternal and Child Health at the University of North Carolina and Director of the Carolina Global Breastfeeding Institute points out that women who receive WIC are at a particular disadvantage because they are recipients of free formula for 3 out of 4 weeks each month.(19) In an interview I conducted with her on March 3, 2014, she said, “WIC really threw out a wrench by giving out free formula.”(20) She argues that this money could be much better spent on counseling and supporting new moms who otherwise have very little economic, community or social encouragement. WIC, she says, is doing the poorest women in this country a huge disservice. The NBAC fails to account for the vulnerabilities of this population and others facing similar economic and environmental burdens. Relying too heavily on the tenets of the HBM, its ads do not address the needs or concerns of women facing some of the most substantial barriers in this country.
Introduction To An Alternative To The National Breastfeeding Awareness Campaign
            Based on the above critique, the NBAC could improve its impact by changing the content, target audiences, and method of delivery of its messages. Of the many improvements it might pursue, there are three in particular on which I would like to focus. While I do not expect any of these suggestions to fix the campaign or universally increase breastfeeding rates in this country, I do hope that they will offer alternatives for targeting some of the root causes of the breastfeeding problem. First, NBAC should further investigate the individual beliefs and attitudes that hinder women’s breastfeeding success and address some of these sentiments in their ads. These individual beliefs should be addressed not only in the context of the obstacles women “in general” encounter, but also in terms of the obstacles that specific socioeconomic and racial groups encounter. Second, NBAC should contextualize its ads in contemporary society and address some of the social barriers that women face. To do this, NBAC must address sexuality, male-female dynamics, public breastfeeding, and workplace accommodations. Third, NBAC should design its campaign to focus not only on generating passive awareness, but also encouraging active participation via social networks.
Intervention #1. Acknowledgement And Incorporation Of The Diversity Of Breastfeeding Experiences Into The NBAC Campaign
            As detailed above, the NBAC assumes that when given the right information, women will make the right choice. Armed only with the knowledge that breastfeeding will decrease the likelihood of ear infections, respiratory illnesses, and childhood obesity, women are expected to just pick up their babies, put them on their breasts, and go. This is an unreasonable expectation given the many physical, emotional, personal, environmental, and economic challenges that women face. The NBAC can do a better job of addressing these individual beliefs and attitudes in two ways. First, I think NBAC and women would be well-served by acknowledging that breastfeeding is hard work for everyone. It is a skill that needs to be learned, despite the assumption that it is “natural” and therefore “second-nature.” One Canadian breast-feeding ad(21) treats this issue particularly well. Showing a woman struggling to learn a new language, it says “it takes time…to learn a new language. Why would breastfeeding be any different?” This ad is particularly powerful in the way that it normalizes the feelings of uncertainty and frustration many women experience when first starting to breastfeed their baby. Whether discouraged by pain, fearful that they are not providing adequate nutrition, or confused about the lactation process in general, women need to be encouraged by the fact that they do not struggle alone. The success of this ad is predicated on The Social Norms Theory(22), which states that correcting misperceptions will result in an increase in the desired behavior. In this way, this ad can be used to establish the social expectation that breastfeeding is challenging for everyone.
This message would be further bolstered by tailoring the ads to specific populations so that the message is broadened to say not only “we are all in this together,” but also that “breastfeeding is hard for people like you and me.” This could be achieved using African-American, Hispanic, and visibly poor women in these ads, as opposed to the obviously white, affluent woman sitting in a café in Nova Scotia in the Canadian ad above.
Intervention #2. Incorporation Of The Social Context Of Breastfeeding Into The NBAC Campaign
            The NBAC is also undermined by its trying to advocate for breastfeeding in a social vacuum. Ironically, none of the ads shows a woman actually breastfeeding her baby, but more importantly for this argument, there are no ads featuring women breastfeeding in a park, or in a mall, or at a restaurant—all images that could potentially inspire not only more breastfeeding in public, but also social acceptance of women who choose to do so. In keeping with the Social Norms theory again, this breastfeeding flashmob(23) video clip from the show, The New Normal, humorously addresses this issue. It features a woman at a restaurant who, in the process of breastfeeding her baby, is challenged by a male employee. He is reproached by a large group of women who parade around the restaurant with their babies. While promotion of breastfeeding as a socially normal activity is an imperative for improving breastfeeding rates in this country, one of the risks of the Social Norms approach is using sources that are either unreliable or lacking credibility. Therefore, any use of humor for the purposes of advancing awareness should be used judiciously.
            As discussed above, another social barrier that many breastfeeding women encounter are negative reactions from men.(17) As such, media campaigns that target men and their relationships with breastfeeding women are an important step in advancing breastfeeding as a social norm. Despite listing it as one of its goals, the NBAC does not make a deliberate effort to deliver its message to men aside from using male vocalists in its songs. However, if men don’t support breastfeeding women, societal change will continue to be slow. One campaign, Project Breastfeeding(24) is trying to address this issue directly. The project has created a photographic series of men, many of them shirtless, holding babies and children in the breastfeeding position and the underlying message, “I would if I could.” The project slogan states: “Destigmatize public breastfeeding. Educating Men. Empowering Women. Our goal and mission statement is simple, we need to normalize breastfeeding once again.” In this way, this project is targeting men and encouraging their participation in support of breastfeeding woman. While in many ways, this campaign is a beautiful application of the Social Norms theory, some men may react poorly to such an alternative message, particularly as it blurs the line between typical gender roles and responsibilities.
Intervention #3. Using Social Networks to Increasing NBAC’s Impact
            Finally, in addition to modifying the content of its ads, the NBAC could be strengthened through application of the Social Network theory to its intervention. Research such as that performed by Drs. Nicholas Kristakis and James Fowler at Harvard Medical School supports that groups of interconnected people can have either positive or negative effects on individual health.(25) The impact of these networks on breastfeeding women has also been demonstrated in research citing “new moms groups” and the effect of family members, friends, co-workers, and partners as important factors for whether a new mother succeeds with breastfeeding.(26,27) With the growing influence of social networks such as Facebook, more and more people are seeking “community” on the Internet and new mothers—tired, anxious, and isolated at home—are certainly among those who do.
The First 6 Weeks is a breastfeeding organization in Canada that has recognized this fact. As part of its campaign, it has assembled a collection of stories about women’s breastfeeding experiences during the first 6 weeks of their babies’ lives. The stories range from “Breastfeeding is the most amazing thing that ever happened to me,” to “I tried and failed.” Not only is this campaign reaching out to women during the time they are most likely to quit, they have created a collection of stories that brings women together in this shared experience. In keeping with the tenets of the Social Network theory, I think that both of these campaigns, NBAC and First 6 Weeks, would be additionally strengthened by directing women to online support groups and chat rooms where they could discuss their experiences in real time.
Conclusion
According to NBAC, its campaign did not “fail.” Awareness about breastfeeding and its health benefits definitely increased (28); however, there are no data to show either that more women are actually breastfeeding or that these breastfeeding efforts will be sustained. In order for these changes to happen, a different approach needs to be taken. Yes, women are the only people who have the physical means to breastfeed, but they can’t do it alone. Until society embraces breastfeeding not only as a public health imperative, but also as a social norm, there will always be opportunities for improvement.

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