An Innovative Approach to Reducing Risks Associated with Infant Feeding: The Use of Technology

Infant feeding is a complex behavior enacted in a risk adverse society. Despite ongoing communication and education strategies, breastfeeding rates in countries like Australia, the United States, and the United Kingdom remain static, thus increasing the risk of short- and long-term health problems. Health professionals and nonprofit organizations recognize social marketing as an appropriate strategy for increasing breastfeeding duration since it addresses the shortfalls of education-only campaigns. Technology, as an innovative alternative to mass media and education, has the potential to reduce the social price of breastfeeding by assisting women to manage the identity and health risks associated with infant feeding. This article reports findings from six focus groups that explored the risks associated with breastfeeding and the potential role of technology in ameliorating these risks. A key finding of this research was that technology has the potential to negate the impact of perceived uncertainty and lack of control associated with breastfeeding. The results indicate that future breastfeeding campaigns that are innovative in their approach and use technology may be more effective in changing breastfeeding behavior.