As it can be observed in the second half of Figure 1, the most interconnected treatments with mothers
wants is room in and the support of the partner and grandmother. Furthermore, it should be pointed out
work place support is essential for suiting all mothers wants with the exception of the economic motive,
although the duration of the maternity leave is only relevant from the point of view of the bond between
mothers and babies.
Other key policies which live up to breastfeeding mother’s expectations are related to other family
member support such as aunts, hospital staff training and medical advice. Finally, prompt messages and
prenatal classes are quite holistic at satisfying breastfeeding mothers due to the fact they link with nearly
all motives, although with a minor level of connection intensity (Hoyer and Pokorn 1998; Susin et al.
1999).
Another step to be taken forward in targeting should describe not only the socio-demographic features but
also the situational characteristics of the main audience (Griffiths et al. 2005). The importance of this
rests on the fact that understanding our target is a necessary condition in dealing with mothers
comprehensively but it isn’t a sufficient enough condition to impact effectively and efficiently from a
practical point of view.
Hence Table 1 gathers some information about socio-demographic and situational characteristics (Tarrant
et al. 2002; Leung et al. 2003; Kruse et al. 2005).