Table 1 Breastfeeding messages based on formative research

Individual Factors

Pain

If you ever feel pain, go over your posture and seek the help of a lactation consultant. Pain must be gone over the first days

Perception of insufficient milk

Breast milk is the ideal food for babies’ growth and development and it’s the only source of food they need during the first six months of life

Infant dissatisfaction

When babies cry, it’s not because they don’t like breast milk. Babies’ tears are a way to communicate their needs. It’s possible that they are uncomfortable or maybe he just wants a hug, for some air to be cleared up or his diaper changed

Mothers discomfort

Breast milk is the only food that is always ready for the baby. Breastfeeding women save time, money and energy. They don’t have to spend time preparing formula and a healthier baby will visit the pediatrician less frequently

Time constraints

Esthetics

Some women are worried about breastfeeding causing their breasts to sag. But this is not true. Breasts changes through pregnancy regardless of how the baby is fed.

Group Factors

Family support

Breastfeeding can be an opportunity to rest. Spouse, partners and family members can facilitate this by encouraging the mother to lie down in a peaceful place.

Support at work

There are several ways to continue breastfeeding once you get back to work. Inform yourself about the laws that protect your rights. Learn to express and store your breast milk so that your baby continues receiving its benefits

Social Factors

Breastfeeding in public

Babies have the right to be breastfed whenever and wherever they’re hungry

Formula culture

To regain our ancestors’ knowledge on breastfeeding, is to regain our children’s health