Breastfeeding Social Marketing Project

The breastfeeding social marketing project will aim to achieve a positive change in young women's beliefs, perceptions and attitudes towards breastfeeding within Gloucester City leading to an increase in breastfeeding rates (initiation and continuation at 6 - 8 weeks after birth).

The Provider shall ensure the project comprises the four phases and meet the following objectives.

1. Breastfeeding insight work • To collect insight from the target audience and relevant workforce • To develop knowledge and understanding of the local enablers of and barriers to breastfeeding in Gloucester City

2. Social Marketing Pilot • Co - produce a range of social marketing interventions with the target audience which build on the insight from Phase 1. • Implement and pilot for 6 months a range of social marketing interventions with the aim to increase breastfeeding (initiation and continuation) rates among target audience with a focus on areas of greatest deprivation and lowest prevalence.

3. Evaluation • Evaluate the impact and effectiveness of the social marketing interventions • Establish an action plan for a countywide approach for the promotion of breastfeeding for all

4. Dissemination • Produce a final report for dissemination and share findings with stakeholders.