Objective

The Special Supplemental Nutrition Program for Women, 

Infants and Children (WIC) has designed the Hispanic 

Breastfeeding Promotion and Education Project, 

“Breastfeeding: A Magical Bond of Love.” This project 

provides WIC staff with culturally appropriate tools to 

effectively communicate with Hispanic participants about 

the benefits of breastfeeding. The project targets Hispanic 

mothers and families to identify and address their barriers, 

dispel myths, and encourage mothers to continue their 

historical tradition of breastfeeding. 

Background

Hispanics now comprise the largest population group of 

WIC participants. Numerous breastfeeding educational 

materials have been translated from English into Spanish 

for use by the Hispanic population. However, there is a 

lack of research-based, culturally appropriate educational 

materials specifically tailored to address the true barriers, 

influences, support systems, and historical traditions that 

affect the breastfeeding decisions of Hispanic mothers. 

The Food and Nutrition Service funded a cooperative 

agreement with SUMA/Orchard Social Marketing, Inc. 

to respond to this need.

Method

SUMA/Orchard conducted formative research through 

one-on-one interviews with Hispanic mothers (n=253) and 

focus groups with fathers (n=41), grandmothers (n=37), and 

WIC staff (n=70) in different cities, which included:

• Chicago, Illinois

• Wheaton, Illinois 

• New York, New York

• Raleigh-Durham, North Carolina

• Carrboro, North Carolina 

• Miami, Florida

• Rio Grande Valley, Texas

• San Antonio, Texas

• McAllen, Texas

• Edinburg, Texas

• Orange County, California

• Los Angeles, California

Countries of origin represented in the sample of mothers, 

fathers, and grandmothers included Mexico, the Dominican 

Republic, Colombia, Cuba, Nicaragua, Puerto Rico, Bolivia, 

Venezuela, Argentina, Panama, Guatemala, El Salvador, 

Honduras, Costa Rica, and Ecuador.

The interviews and focus groups examined cultural 

practices, family values, support systems, and community 

networks that are significant factors that determine whether 

a mother will choose to breastfeed her infant.

Sample Interview and Focus Group Questions

Mothers:

• Thinking back to when you were pregnant, who of the 

 following helped you decide to breastfeed/formula feed? 

 (mother, friend, sister, other family member, husband/

 partner, doctor, WIC counselor, etc.)

• What have you learned at WIC about feeding your baby 

 that is different from what you may have learned from 

 your mother and grandmother?

Fathers:

• Before or when the baby was born, 

 what kind of conversations did you 

 have with your wife or girlfriend 

 about how to feed the baby?

• What role do you think WIC plays 

 in educating women about 

 breastfeeding and formula feeding?

Grandmothers:

• When your daughter or daughter-

 in-law was pregnant, what kinds of 

 conversations did you have with her 

 about how to feed her newborn? What kind of advice did 

 you give about either formula or breastfeeding?

• Traditionally, Hispanic mothers breastfeed their children. 

 But recent studies show that the longer they are in the 

 United States, the less likely they are to breastfeed. Why 

 do you think that is?

A Social Marketing Campaign

to Promote Breastfeeding 

Among Hispanic Women

Breastfeeding

A Magical Bond of Love
WIC Staff:

• What messages are most likely to encourage breastfeeding 

 among Latina women?

• Literature reviews show that Latina women who have 

 been here longer tend to breastfeed less. How true is that 

 in your experience?

Major Findings:

• The longer Latina immigrants live in the United States, 

 the more likely they are to think using formula is the 

 American way and therefore feed their babies formula. 

• The majority of mothers have basic knowledge of 

 breastfeeding and its advantages.

• Beyond basic knowledge, many mothers do not know the 

 benefits of breastfeeding for themselves or their babies.

• Breast pumps help mothers continue breastfeeding when 

 they return to work.

• Breastfeeding in public is perceived by Latina women to 

 be taboo in the United States, and this perception can be 

 a barrier to breastfeeding. 

• First-time mothers need anticipatory guidance about 

 baby’s stomach size and feeding needs. 

 • Educate mothers that “Dos Cosas” (formula feeding 

 and breastfeeding simultaneously) may interfere with 

 early breastfeeding success.

 • Teach the law of “supply and demand” as it is defined 

 in the video and brochures, and advise mothers to 

 have a feeding plan.

 • Prepare mothers for their hospital stay. Encouage them 

 to ask questions and to get help with proper position-

 ing and latching on; urge them to tell hospital staff 

 they are exclusively breastfeeding.

• Second-time mothers need guidance on breastfeeding. 

 Don’t assume they know because they are 

 breastfeeding a second child.

 • Provide strategies for managing new family 

 responsibilities.

 • Address any challenges mother had breastfeeding 

 her first child.

 • As a major influence on a woman’s decision to 

 breastfeed, WIC is second only to her own mother 

 or mother-in-law.

Resources

As a result of the project, a family of materials titled 

“Breastfeeding: A Magical Bond of Love” was developed in 

Spanish and English. The bilingual campaign includes an 

innovative video, brochures for moms, dads, and 

grandmothers, and a poster. The materials were field-tested 

in a second round of research with mothers, fathers, and 

grandmothers, as well as with WIC staff. 

Contact your local WIC office for more information.

USDA is an equal opportunity provider and employer.

This project was funded by USDA/FNS WIBR-05-TX-1.

October 2008