This document provides strategies for getting first-time moms to breastfeed. It identifies watching a video on breastfeeding technique as highly effective and focuses on ways moms might watch such a video, such as through online forums, workshops, or asking health professionals. The assistant tested posting a link to an informational video on discussion boards in various online forums and learned that credibility must be established and the solution must provide easy access to prompt immediate action from the target audience. Interpersonal connections within the target population should also be leveraged.

1. Designing Solutions
for First-time Moms
How to get moms to breastfeed
TheBoobGroup
Cristina Leos (cristina.leos1@gmail.com)
Stanford University

2. NurtureBaby
Proper nutrition is essential
to a baby’s development.

3. It helps strengthen the baby’s immune system
Parenting Clan

4. Improves cognitive
development
Preschools4all.com

5. Topnews.in
Promotes mother-baby bonding

6. And saves families
hundreds of dollars
on formula
Fortunpin

7. Here are some strategies for
getting moms to breastfeed

8. HIGHLY EFFECTIVE AT GETTING
Buy breast
MOMS TO BREASTFEED pump
Hire a
wetnurse Buy bras
designed for
Be a stay at breastfeeding
home mom
Consult a Pump extra Join online Put breast
community Ask milk on forum for ?s
Spend 20 pump/bottles
health healthcare weekends near crib
worker min/night provider for to freeze Watch
pumping
Spend 20 help Use mobile
Attend a min/nightmilk app to learn video on
NO, WE CAN’T GET class on sterilizing and track technique
MOMS TO DO THIS Read
benefits to pump YES, WE CAN GET
weekly
baby MOMS TO DO THIS
newsletter
on benefits
Put saved $
towards Buy pain-
special treat relieving
Attend a each month
lamaz class cream for
nipples
Join
support Ask family
group to feed Tell family&
baby while friends
INEFFECTIVE AT GETTING @work
MOMS TO BREASTFEED

9. The best options are those in the upper right
hand quadrant:
behaviors that we can get moms to do and
that are highly effective at getting them to
actually breastfeed.
Watch
I will specifically focus on: video on
technique

10. These are some of the ways moms might
watch a video on technique:
Mom hears
Mom joins
about
online forum for
breastfeeding
new parents
from a friend
Mom attends Mom asks Mom reads
Mom searches Mom struggles
first-time midwife for about
internet for to breastfeed at
parents advice on experiences with
parenting advice home
workshop breastfeeding breastfeeding
Mom reads Mom asks for
about Mom learns more
Mom searches Mom is referred
breastfeeding about benefits of information and
for advice online to video
and wants to breastfeeding is referred to
learn more video
MOM WATCHES VIDEO ON BREASTFEEDING TECHNIQUE

11. I tested this pathway
Mom hears
Mom joins
about
online forum for
breastfeeding
new parents
from a friend
Mom attends Mom asks Mom reads
Mom searches Mom struggles
first-time midwife for about
internet for to breastfeed at
parents advice on experiences with
parenting advice home
workshop breastfeeding breastfeeding
Mom reads Mom asks for
about Mom learns more
Mom searches Mom is referred
breastfeeding about benefits of information and
for advice online to video
and wants to breastfeeding is referred to
learn more video
MOM WATCHES VIDEO ON BREASTFEEDING TECHNIQUE

12. I wanted to provide a video for moms
who are new to breastfeeding.
These women are likely to search for
advice online, specifically in places like
online forums.

13. I posted a link to an informational
video on a discussion board
in various forums.
Tracking the number of clicks gives a
rough indication of how many women
watched the video Loudat

14. What did I learn?

15. You want your audience to
trust your expertise
Forums are a rich resource where parents
can ask questions and find information, but
credibility may be hard to establish

16. You must provide a hot trigger
with easy access to your solution
Clicking a link to watch a video provides simple
and quick access, but must target the right
people and prompt your audience to take
immediate action – that’s what makes it “hot”

17. Tap into interpersonal
connections
Interpersonal connections are powerful sources
for channeling information. These likely exist in
your target population, it’s only a matter of
finding where they are.

18. There are many ways to get first-time moms
to breastfeed, this is just one example of my
ongoing efforts to help women breastfeed.

19. Thank you!
For more information
or to give feedback:
Email me
cristina.leos1@gmail.com
or Follow me on Twitter
(@consider_change)