A Guide for Developing a Communications Strategy

Related program: Integrated Maternal and Child Health and Development

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The purpose of human milk banks (HMBs) is to provide safe and high-quality donor milk to vulnerable infants who don’t have access to their mother’s own milk (MOM). The success of HMB programs depends on effective implementation and integration with broader newborn care and nutrition programs, with an ultimate aim to protect, promote, and support breastfeeding. Fostering an integrated approach of breastfeeding promotion, Kangaroo Mother Care, and provision of donor human milk (DHM) when needed is required to increase equitable access to human milk for all infants.

This tool is designed to provide guidance to HMBs for establishing communications messaging for this type of integrated and comprehensive approach, focused on protecting, promoting and supporting breastfeeding, in addition to increasing awareness of HMB. This document includes templates and a compilation of existing materials illustrating how a range of milk banks are conducting awareness. From a general overview of HMBs to donor recruitment and milk pasteurization, this guide provides information to facilitate the development of personalized communications strategies for new or existing HMBs.

Appendices download includes:

  1. Breastfeeding Promotion
  2. General Human Milk Bank Information
  3. Process of Becoming a Donor
  4. Donor Recruitment
  5. Donor Human Milk Safety and Pasteurization
  6. Human Milk Bank Statistics
  7. Community Events and International Holidays
  8. Testimonials
  9. Bereavement
  10. Champions of Breastfeeding
  11. Women's Empowerment
  12. Frequently Asked Questions (FAQ)
  13. Messaging for Muslim Populations
  14. Social Media
  15. Key Messages