Community-based communication strategies to promote infant iron nutrion in northern Canada
Verrall T, Napash L, Leclerc L, Mercure S, Gray-Donald K

 

ABSTRACT [full text] [back to issue 65(1)]

 

Objectives. To evaluate innovative communication strategies promoting iron nutrition for infants at risk for iron deficiency anemia (IDA) in a northern Aboriginal community.

Study Design. A prospective process evaluation.

Methods. A social marketing approach was used in the development, implementation and evaluation of the communication strategies. A post-intervention questionnaire was administered to a sample (n = 45) to evaluate reach and exposure of the strategies, and sales of iron-rich infant foods were examined pre- and post-intervention.

Results. Multiple communication channels were associated with an increased awareness of IDA and an increased self-reported use of iron-rich infant food. Radio was the most successful channel for reach and exposure of messages. Iron-rich infant food sales increased from pre- to post-intervention (p < 0.05). Breadth of exposure to cooking activity was more limited; however, participants reported increased confidence in preparing homemade baby food.

Conclusions. Communication strategies are a promising strategy for infant IDA prevention where appropriate food is available.
(Int J Circumpolar Health 2006;65(1):65-78.)

Keywords: aboriginal health, infant feeding, iron deficiency anemia, primary prevention