An alternative communication model for breastfeeding intervention in antenatal clinics

Objectives: This study evaluated the effectiveness of the dual-feedback loop communication model in countering misconceptions about exclusive breastfeeding among pregnant women attending routine antenatal clinic at Specialist Hospital, Yola Adamawa State, Nigeria. The specific objectives of the study are to: (a) Use a pre-test to identify misconceptions pregnant women have on exclusive breastfeeding; (b) implement a behavior change intervention that targets the knowledge, attitude, and practices (KAPs) of pregnant women; and (c) administer a post-test to determine a variance in the KAPs of pregnant women after the intervention. Material and Methods: A mixed-method design that combines quantitative and qualitative methods was adopted for the study. Data for the study comprised health talks delivered in antenatal clinics and responses of cross-section of participants in pre- and post-tests. Thirty-three (33) pregnant women selected purposively served as participants for the study. Participants who met the inclusion criteria had previously breastfed and have been attending the routine antenatal clinical sessions at Specialist Hospital, Yola. The rhetorical structure of the health talks were examined based on insights from discourse and communication theories. Results: Results of the qualitative analysis revealed misconceptions on exclusive breastfeeding arising from inadequate (K)nowledge, poor (A)ttitudes, and unhealthy (P)ractices. The quantitative analysis revealed significant variation between maternal (K)nowledge (KEBF r = 0.636, P > 0.05), (A)ttitude (AEBF r = 0.595, P > 0.05), and (P)ractices (PEBF r = 0.757, P > 0.05) on exclusive breastfeeding and the intervention’s impact. Conclusion: Misconceptions about exclusive breastfeeding and defects in the communication model used in delivering health talks perpetuate misconceptions among pregnant women attending antenatal clinic in the health facility studied. Empowering pregnant women attending antenatal clinics with requisite knowledge of the health benefits of exclusive breastfeeding using a dual-feedback loop communication model can promote compliance to exclusive breastfeeding, which, ipso facto, can reduce the incidence of child mortality resulting from non-compliance to exclusive breastfeeding. Further research is needed to test the effectiveness of the dual-feedback loop model in countering misconceptions in other health talks in Nigeria.