Community-based communication strategies to promote infant iron nutrition in northern Canada

• Published in: International journal of circumpolar health 2006-02, Vol.65 (1), p.65-78
• Main Authors: Verrall, Tanya, Napash, Lily, Leclerc, Lucie, Mercure, Sophie, Gray-Donald, Katherine
• Format: Article
• Language: English
• Subjects: aboriginal health; Adolescent; Adult; Anemia, Iron-Deficiency - prevention & control; Communication; Community Networks; Female; Health Promotion; Humans; Infant; infant feeding; Infant Food; iron deficiency anemia; Population Groups; primary prevention; Prospective Studies; Quebec; Social Marketing; Surveys and Questionnaires
• ISSN: 1239-9736; 2242-3982; 2242-3982
• DOI: 10.3402/ijch.v65i1.17892

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.