Title: The Breast Way to Feed a Baby: The launch of a Bus Advertising campaign and Breastfeeding & Family Support Services Directory, Southern Brisbane & Logan Breastfeeding Coalition
Author: Kristina Palmer-Field, Trudi Szallasi and Barbara Radcliffe
Affiliation: the Southern Brisbane & Logan Breastfeeding Promotion & Training Coalition
Contact: bfcoalition@powerup.com.au

Abstract:
Background
In early December 2002, the Southern Brisbane & Logan Breastfeeding Promotion & Training Coalition launched a new public health education campaign promoting breastfeeding for mums and babies, which included the release of a Breastfeeding and Family Support Services Directory, as well as the launch of a series of advertisements displayed on buses servicing the Southern Brisbane and Logan district. (The bus ads appeared in the district until early February 2003)

This campaign, initiated by the Coalition and its members, was designed to help achieve the goal of the coalition, which is to increase breastfeeding initiation and duration rates among mothers, particularly those from indigenous, ethnic and lower socio-economic backgrounds living in the Southern Brisbane and Logan areas. At the time of the Coalition's inception the breastfeeding rates amongst these target groups/areas fell well below the National Breastfeeding Targets, with one study indicating that the initiation of breastfeeding in some areas was below 60% (National breastfeeding initiation rates at the time were 82%).

Program description and implementation
Since mid 2001, Coalition members have worked together on strategies that they believed would have a positive impact on breastfeeding rates amongst the target groups - the bus ad and directory being two of the Coalition's major activities to date. The Coalition membership comprises of lactation consultants, ABA breastfeeding counsellors, midwives, child health nurses, indigenous and ethnic support personnel, pharmacists, GP's, nutritionists, and various women's health and public health representatives, all of whom offer support and information to families living in the target area.

Members of the Coalition chose buses as the preferred vehicle for promoting this campaign, following the demonstrated success of a similar campaign in Tasmania (Tasmanian Breastfeeding Coalition - affectionately known as the "man on the toilet" campaign, promoting breastfeeding in public). As part of the Southern Brisbane and Logan Breastfeeding Coalition's bus ad campaign, suburban buses were emblazoned with the simple representation of two breasts equaling a smiling baby and the slogans: Perfect, complete and 100% natural; Not too hot. Not too cold. Perfect! and Best for Mother, perfect for Baby. A version of the bus ad has been produced in poster form for display in workplaces, and free copies of these posters (and bumper stickers) are available from the Coalition office.

The bus advertising campaign was also complemented by the release of the Breastfeeding and Family Support Services Directory for the Brisbane and Logan District, another initiative undertaken by the Coalition. The Coalition members identified the need for this resource to inform and assist health professionals and community groups to support families living in the target area. This resource is similar to the National Breastfeeding Strategy's Lactation Resource Directory (1999), but with a distinctly local flavour. Currently the directory is only available in CD format, and local workplaces and community groups can obtain free copies of the directory from the Coalition office.

Another activity that the Coalition members have planned for mid-2003 will be a series of free Breastfeeding Information Sessions. These sessions will be a good introduction to breastfeeding issues, particularly for those health professionals and services assisting breastfeeding women.