The Association of a Large-Scale Television Campaign With Exclusive Breastfeeding Prevalence in Vietnam

Objectives. To examine the association between exposure to breastfeeding television spots and exclusive breastfeeding (EBF).Methods. We performed face-to-face interviews with 11 722 mothers of infants younger than 6 months using 5 cross-sectional surveys 6 or more months apart between 2011 and 2014 in Vietnam. Sample sizes were 2065 to 2593, and approximately 50% of participants lived in areas with (Alive & Thrive [AT 95% confidence interval [CI] = 2.70, 4.12) and AT 95% CI = 1.03, 1.67) areas. In A&T-I areas, mothers who could recall at least 1 message were more likely to report EBF. In A&T-NI areas, only recall of at least 3 messages was associated with higher EBF. In communes, 1 message re...