![Page 1: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/1.jpg)
Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive
breastfeeding in Viet NamDanielle NaugleRobert Hornik
![Page 2: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/2.jpg)
Intervention• National mass media campaign• Development of a franchise network
of health centers providing quality counseling and care for infant and young child feeding (IYCF) • Trained service providers at 800 health
facilities in 15 provinces
• Advocacy and policy change• Extend maternity leave to six months• Instate a ban on marketing of
breastmilk substitutes for children under 1 year
![Page 3: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/3.jpg)
Research Questions• Were there population-level increases in EBF over the course of the
campaign?• If so, can we link increases in EBF to the mass media campaign?• Can mass media alone impact EBF rates?
![Page 4: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/4.jpg)
National Mass Media Campaign
“Nurse More” “No Water”
“Iron-rich Foods” “Little Sun Franchise Promotion”
![Page 5: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/5.jpg)
![Page 6: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/6.jpg)
Timing of Media Bursts and Data Collection
4072540756
4078740817
4084840878
4090940940
4096941000
4103041061
4109141122
4115341183
4121441244
4127541306
4133441365
4139541426
4145641487
4151841548
4157941609
4164041671
4169941730
4176041791
4182141852
0
10
20
30
40
50
60
70
80
90
100Wave 1
BF Spots
Franchise Spots
CF Spots
Data Col-lection
Spot
s air
ed p
er w
eek
![Page 7: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/7.jpg)
Data• 4 provinces: Hai Phong, Quang Nam, Dak Lak,
Tien Giang• Three-stage cluster sampling• Within each province, 4 districts purposefully
selected (2 franchise districts; 2 mass media only districts)• Primary sampling unit, villages, selected based on
population proportionate to size• Mothers were selected via systematic random
sampling
• 5 independent cross-sectional samples between August 2011 and April 2014 • At each wave, face-to-face surveys with
approximately 2,000 mothers of children under 6 months
![Page 8: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/8.jpg)
Measures• Exclusive Breastfeeding (primary dependent variable)• WHO definition: Giving only breastmilk, and no other food, water, or infant
formula to a baby under the age of 6 months• “Thinking about the time period from when (name of infant) woke up
yesterday morning until the time she woke up this morning, was she given any plain water [infant formula, other liquids, or semi-solid or solid foods]?”• Dichotomous: 0 = not exclusively breastfeeding, 1 = exclusively breastfeeding
• Exposure (primary independent variable)• Aided recall: “Have you ever seen a video clip with these snapshots below?” • Confirmed recall: “What are the key messages you could recall after watching
the video clips?” • Ordinal: 0 = not exposed, 1 = exposed, but recalled no messages, 2 = exposed
and recalled 1-2 message, 3 = exposed and recalled 3 or more messages
![Page 9: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/9.jpg)
Analyses• Four types of analyses• Secular change• Individual-level association between self-reported exposure and EBF• Commune-level over-time analyses• Differences between franchise communes and mass media only
communes
• Multivariate logistic and linear regressions using a robust variance estimator to adjust for commune-level clustering • Covariates: mother’s ethnicity, age, education, occupation, whether she is a first-
time mother, whether she had a cesarean section, whether or not the mother went back to work, the infant’s age, and the presence of the franchise.
![Page 10: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/10.jpg)
Results: Descriptive Statistics• 11,277 participants from 118 communes• Ethnicity: Kinh (90%)• Mother’s age: 27.8• Education: 70% had some secondary schooling• Occupation: 1/3 farmers, 1/3 salaried non-government employees,
1/3 housewives, self-employed or salaried government employees• First-time mothers: 68%• Gave birth in a medical facility: 98%• Cesarean section: 25% (increased from 21% at wave 1 to 30% at wave 5)
• Back to work: 10%
![Page 11: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/11.jpg)
Results: Secular Change
1 2 3 4 5Wave
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
29.20%
44.52% 45.75%49.93%
37.01%
Trends in Comune-Level EBF Rates over Time
Overall
EBF
![Page 12: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/12.jpg)
Results: Secular Change
1 2 3 4 5Wave
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
29.20%
44.52% 45.75%49.93%
37.01%33.77%
34.81% 35.36%39.06%
29.15%
23.79%
55.09% 56.85%61.67%
45.66%
Trends in Comune-Level EBF Rates over Time
Overall MM Only Communes Franchise Communes
EBF
![Page 13: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/13.jpg)
Results: Individual-Level Analyses
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
27.72%
20.90%
14.75%
10.62%
32.76% 33.94%
24.77%
34.54% Mass Media Only Communes
Franchise Communes
Not Exposed Exposed, but no message recall
Exposed, and recalled 1-2 messages
Exposed, and recalled 3+ messages
Levels of Exposure
![Page 14: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/14.jpg)
Results: Individual-Level Analyses
0 1 2 3Exposure
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
39.13% 37.46%
44.49%
55.56%
EBF
Association between Individual Exposure and EBF
![Page 15: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/15.jpg)
• The secular change over time suggests that EBF rates only increased significantly in franchise communes• However, the individual-level cross-sectional association between self-
reported exposure and EBF suggests that higher levels of exposure were associated with higher levels of EBF in both mass media only and franchise communes• Threated by causal order and self-selection
Conclusions: Secular and Individual-Level Analyses
![Page 16: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/16.jpg)
Commune Level Analyses
Before After0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00% High Exposure Communes
Low Exposure Communes
EBF
![Page 17: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/17.jpg)
Results: Commune Level Analyses - Time
Before After0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
31.11%34.74%
21.05%
56.06%
Before-After EBF
Mass Media Only Communes Franchise Communes
EBF
![Page 18: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/18.jpg)
EBF
Results: Commune Level Analyses - Exposure
Before After0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
21.00%
50.93%
21.05%
56.05%
21.10%
61.17%
Franchise
Exposure 1.568 (-1SD) Exposure 1.843 (mean)Exposure 2.1 (+1SD)
Before After0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
24.38%
30.73%31.12%34.74%
37.85% 38.76%
Mass media
Exposure 1.242 (-1SD) Exposure 1.553 (mean)Exposure 1.864 (+1SD)
![Page 19: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/19.jpg)
Conclusions: Commune Level Analyses• The mass media campaign only had an effect on commune level EBF
rates in franchise communes, not in mass media only communes• How did the mass media campaign have an effect in franchise
communes?
![Page 20: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/20.jpg)
Did exposure drive franchise attendance?Att
enda
nce
at F
ranc
hise
Before After0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
0.83%
19.73%
1.30%
26.21%
1.77%
32.68%
Exposure 1.568 (-1SD) Exposure 1.843 (mean) Exposure 2.1 (+1SD)
![Page 21: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/21.jpg)
Did franchise attendance drive increases in EBF?
EBF
Before After0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
15.51%
43.50%
21.04%
56.04%
26.58%
68.59%
Franchise Attendance 9.20% (-1SD) Franchise Attendance 26.20% (mean)Franchise Attendance 43.20% (+1SD)
![Page 22: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/22.jpg)
Did exposure affect EBF above and beyond the effect through franchise attendance?• Drop all individuals who attended “Little Sun” franchise from
construction of commune level EBF variable• Interaction between time and exposure on EBF• “Little Sun” clients included: 0.191; p = 0.048)• “Little Sun” clients excluded: 0.180; p = 0.052
![Page 23: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/23.jpg)
Conclusions• Mass media alone did not improve population EBF rates• Mass media -> franchise attendance -> EBF• Mass media -> EBF (in franchise communes)
![Page 24: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/24.jpg)
Significance• To change a complex behavior like EBF, multiple intervention
strategies may be valuable• Mass media can play a role in scaling up interventions • In intervention-settings where there is an interpersonal support
structure in place, mass media can contribute to population-level changes in EBF
![Page 25: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/25.jpg)
Thank you!
Danielle Naugle, PhD CandidateAnnenberg School for CommunicationUniversity of [email protected]
![Page 26: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/26.jpg)
Individual-Level Analyses
Model 1 Model 2 Model 3 EBF EBF EBFexposure 1 (vs. no exposure) -0.131 -0.079 0.034exposure 2 (vs. no exposure) 0.218** 0.246*** 0.249*
exposure 3 (vs. no exposure) 0.659*** 0.745*** 0.699***
ethnicity (kinh vs. other) -0.289** -0.288**
mother’s age (years) 0.032*** 0.032***
no school (vs. > 12 years) -0.286 -0.2861-5 years (vs. 6-9 years) -0.394** -0.395**
6-9 years (vs. > 12 years) -0.024 -0.02610-12 years (vs. > 12 years) 0.017 0.017farmer (vs. housewife) 0.215* 0.217*
government (vs. housewife) -0.005 -0.001salaried (vs. housewife) 0.155 0.156self-employed (vs. housewife) -0.057 -0.055primipara -0.106* -0.105*
cesarean -0.355*** -0.354***
month 0 (vs. month 5) 1.355*** 1.353***
month 1 (vs. month 5) 1.290*** 1.293***
month 2 (vs. month 5) 1.246*** 1.244***
month 3 (vs. month 5) 0.876*** 0.879***
month 4 (vs. month 5) 0.462*** 0.464***
back to work -0.380*** -0.384***
franchise (vs. mass media only) 0.827*** 0.835***
exposure 1#franchise (vs. no exposure#franchise) -0.247exposure 2#franchise (vs. no exposure#franchise) -0.005exposure 3#franchise (vs. no exposure#franchise) 0.080_cons -0.432*** -2.194*** -2.201***
N 9040 9009 9009* p < 0.05, ** p < 0.01, *** p < 0.001
![Page 27: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/27.jpg)
* p < 0.05, ** p < 0.01, *** p < 0.001
Results: Commune Level Analyses Model 1
EBFModel 2
EBFModel 3
EBFModel 4
EBFModel 5
EBFafter (vs. before) 0.188*** 0.188*** 0.0363 0.303** 0.172franchise (vs. mass media only) 0.150*** -0.101** -0.137*** 0.0607after#franchise 0.314*** -0.307*** 0.172exposure 0.129* 0.217*
after#exposure 0.0257 -0.0875franchise#exposure -0.215after#franchise#exposure 0.278*
_cons 0.263*** 0.190*** 0.311*** 0.111 -0.0252N 590 590 590 590 590
![Page 28: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/28.jpg)
• Is there a significant before-after effect of being in a higher exposure franchise commune compared to being in a lower exposure franchise commune?• How about in mass media only communes?
Additional Commune-Level Analyses
* p < 0.05, ** p < 0.01, *** p < 0.001
Franchise Communes Mass Media Only Communes Model 1A Model 1B Model 2A Model 2B EBF EBF EBF EBF after (vs. before) 0.350*** 0.000444 0.0363 0.172exposure 0.00185 0.217*
after#exposure 0.191* -0.088_cons 0.210*** 0.207 0.311*** -0.0252N 285 285 305 305
![Page 29: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/29.jpg)
* p < 0.05, ** p < 0.01, *** p < 0.001
Mediation Pathway: Exposure-Franchise Attendance-EBF Model 1A Model 1B Model 2A Model 2B Franchise
Attendance[95% CI]
Franchise Attendance
[95% CI]
EBF[95% CI]
EBF[95% CI]
after 0.249*** -0.165 0.350*** 0.242***
[0.206,0.293] [-0.418,0.0880] [0.300,0.400] [0.158,0.325]exposure 0.198*** 0.0177 [0.0870,0.310] [-0.0149,0.0503] after#exposure 0.226** [0.0846,0.367] franchise attendance 0.656*** 0.326**
[0.482,0.829] [0.105,0.546]after#franchise attendance 0.412**
[0.171,0.653]_cons -0.351** -0.0195 0.0386 0.125***
[-0.554,-0.147] [-0.0735,0.0345] [-0.0246,0.102] [0.0590,0.191]N 285 285 285 285
![Page 30: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/30.jpg)
Why did EBF rates decrease so sharply at wave 5 in franchise communes?
1 2 3 4 5Wave
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
23.79%
55.09% 56.85%61.67%
45.66%
Trends in Comune-Level EBF Rates over Time
Franchise Communes
![Page 31: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/31.jpg)
Why did EBF rates decrease so sharply at wave 5?
Wave 1 Wave 2 Wave 3 Wave 4 Wave 5Franchise Attendance 1.30% 25.72% 28.57% 30.13% 20.45%N 57 57 57 57 57
![Page 32: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/32.jpg)
Why did EBF rates decrease so sharply at wave 5?
4072540756
4078740817
4084840878
4090940940
4096941000
4103041061
4109141122
4115341183
4121441244
4127541306
4133441365
4139541426
4145641487
4151841548
4157941609
4164041671
4169941730
4176041791
4182141852
0
10
20
30
40
50
60
70
80
90
100Wave 1
BF Spots (30 and 45 second spots)
Franchise Spots (15 and 30 second spots)
CF Spots (15, 30, and 45 second spots)
Data CollectionNum
ber o
f spo
ts a
ired
per w
eek
![Page 33: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/33.jpg)
Mechanisms of Effect and Failure• Reasoned Action Model• Attitudes• Perceived social norms• Perceived behavioral control (self-efficacy)• [Knowledge]
![Page 34: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/34.jpg)
Knowledge (α = .65)• Which is better for an infant under 6 months, breast milk alone or a
combination of breast milk and infant formula?• Until what month should a mother give her infant only breast milk
and no other foods, water or infant formula?• In what month do you think an infant should start receiving plain
water in addition to breast milk?• In what month do you think an infant should first start to receive
liquids other than water in addition to breast milk?• After completing what month should an infant first start to receive
semi-solid foods?
![Page 35: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/35.jpg)
Attitudes Scale (α = .84)• *If I am breastfeeding, but do not give my infant water until s/he completes 6 months, my
infant will be thirsty. • If I feed my infant only breast milk and no other food, water or infant formula, until s/he
completes 6 months, I am giving my infant all the nutrients s/he needs to be healthy.• *If I feed my infant a combination of breast milk and infant formula until s/he completes 6
months, I am giving him/her the best possible nutrition.• * If do not clean my infant’s mouth out with water after breastfeeding, my infant will get
thrush.• *If I am breastfeeding my 5 month old infant, but do not give my infant water, s/he will be
too hot.• *If I feed my infant a combination of breast milk and other foods when s/he is between 4
and 6 months of age, I am giving my infant the best possible nutrition.• If I feed my infant only breast milk and no other food, water, or infant formula until he
completes 6 months, I am giving my infant all the nutrients s/he needs for optimal brain development.
![Page 36: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/36.jpg)
Perceived social norms (α = .72)• Most people who are important to me (e.g. family members,
friends…) think that I should feed my infant only breast milk, and no other food, water, or infant formula for the first 6 months (injunctive norms)• Most women who have infants like me feed their infant only breast
milk, and no other food, water or infant formula for the first 6 months (descriptive norms)
![Page 37: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/37.jpg)
Self-efficacy (α=.69)• My breast milk is of good enough quality to nourish my infant so that
the infant does not need any other food, water, or infant formula until s/he has completed 6 months.• The more I breastfeed my infant, the more breast milk my body will
produce.• My body can produce enough colostrum to feed my newborn within
one hour an infant after birth.• My body can produce enough breast milk to feed my newborn only
breast milk and no water or infant formula in the first 24 hours. • The “first milk” produced by my body is all my newborn needs in the
24 hours after birth.
![Page 38: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/38.jpg)
Franchise communes: Before-after changes in commune level cognitions
Knowledge Attitudes Norms Self-efficacy
M=.72, SD=.15 M=4.30, SD=.69 M=4.18, SD=.87 M=4.71, SD=.46
[95% CI] [95% CI] [95% CI] [95% CI]
after (vs. before) 0.250*** 1.232*** 1.514*** 0.693***
[0.227,0.273] [1.126,1.337] [1.364,1.664] [0.606,0.780]
_cons 0.515*** 3.318*** 2.974*** 4.156***
[0.487,0.543] [3.179,3.456] [2.814,3.133] [4.061,4.250]
N 285 285 285 285
* p < 0.05, ** p < 0.01, *** p < 0.001
![Page 39: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/39.jpg)
Franchise communes: Cross-sectional association between commune level exposure and cognitions
Knowledge Attitudes Norms Self-efficacy
[95% CI] [95% CI] [95% CI] [95% CI]
exposure 0.140*** 0.666*** 0.857*** 0.459***
[0.0974,0.183] [0.386,0.946] [0.526,1.189] [0.215,0.704]
_cons 0.457*** 3.081*** 2.612*** 3.867***
[0.378,0.536] [2.558,3.604] [1.990,3.234] [3.406,4.328]
N 285 285 285 285
* p < 0.05, ** p < 0.01, *** p < 0.001
![Page 40: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/40.jpg)
Franchise communes: Before-after cognitions by commune level exposure
Knowledge Attitudes Norms Self-efficacy [95% CI] [95% CI] [95% CI] [95% CI]after (vs. before) 0.129 0.798 0.537 0.754*
[-0.015,0.272] [-0.028,1.625] [-0.749,1.824] [0.0572,1.451]exposure 0.087* 0.477* 0.432 0.486**
[0.013,0.161] [0.0184,0.936] [-0.185,1.048] [0.178,0.794]after#exposure 0.066 0.236 0.532 -0.0334 [-0.008,0.141] [-0.211,0.683] [-0.140,1.205] [-0.398,0.331]_cons 0.354*** 2.442*** 2.182*** 3.264***
[0.216,0.493] [1.622,3.263] [1.033,3.331] [2.712,3.816]N 285 285 285 285
* p < 0.05, ** p < 0.01, *** p < 0.001
![Page 41: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/41.jpg)
Mass media communes: Before-after changes in commune level cognitions
Knowledge Attitudes Norms Self-efficacy
M=.64; SD=.12 M=3.89; SD=.54 M=3.71; SD=.68 M=4.43; SD=.35
[95% CI] [95% CI] [95% CI] [95% CI]
after (vs. before) 0.110*** 0.459*** 0.507*** 0.264***
[0.0812,0.138] [0.348,0.570] [0.365,0.649] [0.182,0.346]
_cons 0.547*** 3.525*** 3.309*** 4.219***
[0.515,0.580] [3.379,3.672] [3.147,3.471] [4.117,4.321]
N 305 305 305 305
* p < 0.05, ** p < 0.01, *** p < 0.001
![Page 42: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/42.jpg)
Mass media communes: Cross-sectional association between commune level exposure and cognitions
Knowledge Attitudes Norms Self-efficacy
[95% CI] [95% CI] [95% CI] [95% CI]
exposure 0.138** 0.628** 0.724** 0.315*
[0.047,0.228] [0.197,1.058] [0.244,1.204] [0.0778,0.552]
_cons 0.421*** 2.918*** 2.590*** 3.941***
[0.275,0.568] [2.222,3.614] [1.822,3.359] [3.552,4.330]
N 305 305 305 305
* p < 0.05, ** p < 0.01, *** p < 0.001
![Page 43: Exploring an aggregate longitudinal model to evaluate a mass media campaign to promote exclusive breastfeeding in Viet Nam Danielle Naugle Robert Hornik](https://reader036.vdocuments.net/reader036/viewer/2022062311/5a4d1b427f8b9ab0599a195c/html5/thumbnails/43.jpg)
Mass media communes: Before-after cognitions by commune level exposure
Knowledge Attitudes Norms Self-efficacy [95% CI] [95% CI] [95% CI] [95% CI]after (vs. before) 0.0770 0.759** 0.308 0.604***
[-0.028,0.182] [0.287,1.232] [-0.310,0.927] [0.291,0.918]exposure 0.121* 0.782** 0.622* 0.490**
[0.007,0.235] [0.209,1.355] [0.020,1.223] [0.198,0.782]after#exposure 0.021 -0.193 0.128 -0.219*
[-0.048,0.090] [-0.524,0.137] [-0.287,0.543] [-0.423,-0.016]_cons 0.360*** 2.311*** 2.344*** 3.457***
[0.177,0.543] [1.409,3.212] [1.382,3.305] [2.988,3.926]N 305 305 305 305
* p < 0.05, ** p < 0.01, *** p < 0.001