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Breastfeeding Grand Rounds 2008

Making Breastfeeding the Norm: Social Marketing


Ruth Lawrence, MD
Professor of Pediatrics and Obstetrics & Gynecology, University of Rochester School of Medicine & Dentistry, and author of "Breastfeeding: A Guide for the Medical Profession"

Lynne Doner Lotenberg, MA,
Social marketing consultant; co-author of Marketing Public Health; co-editor of Social Marketing Quarterly

Trish MacEnroe
Director, NYS WIC Training Center

Moderator: Mary Applegate, MD, MPH
Associate Dean for Academic Affairs, University at Albany School of Public Health, Director, NYS Preventive Medicine Residency Program

Increasing the incidence and duration of breastfeeding among women is a national and state goal for improved public health. Breastfeeding has long been recognized as the gold standard for infant nutrition. Social marketing campaigns are now focused on making breastfeeding not just the gold standard, but the norm for all women. This broadcast will provide an overall view of social marketing with specific examples of social marketing campaigns on breastfeeding.


As a result of viewing this satellite broadcast, participants will be able to:

  • Describe the importance of making breastfeeding the norm
  • Define social marketing
  • Describe two social marketing campaigns to make breastfeeding the norm

To receive Continuing Education Credits individuals must fill out the Post-Test and Evaluation online. Continuing Education Credits for Dieticians are available. CERPs can be applied for from IBLCE.

Originally broadcast August 7, 2008

School of Public Health, University at Albany, is an approved provider of continuing nursing education by the New York State Nurses Association, an accredited approver by the American Nurses Credentialing Center’s Commission on Accreditation.
This activity has been assigned code 6VKSFE-PRV-06-178 and has been approved for 2.0 contact hour.
School of Public Health, University at Albany is accredited by the MSSNY to provide continuing medical education (CME) for physicians. The School designates this educational activity for a maximum of 2.0 AMA PRA Category 1 Credit(s).TM Physicians should only claim credit commensurate with the extent of their participation in the activity.

This activity is sponsored by the School of Public Health, University at Albany, SUNY, a designated provider of continuing education contact hours (CECH) in health education by the National Commission for Health Education Credentialing, Inc. This program is designated for the CHES to receive 2.0 Category 1 CECH in health education.


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Last update: June 5, 2009


View the Archived Webstream*


WHO Ten Steps Handout

BreastFeeding Education Activity Packet

Evaluation and Post-Test

Continuing Education Credits

Promotional Flyer

Other broadcasts - Women's Health grand rounds





*Requires basic RealOne Player available as a free download

**Document in PDF format; requires Adobe Acrobat Reader.