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

Abstract

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.