TABLE 2—
Adjusted Associations Between Exposure to Breastfeeding Television Spots and Study Outcomes by Intervention Area: Vietnam, 2011–2014
| A&T-NI Area (n = 5818) |
A&T-I Area (n = 5904) |
|||||||||
| Model | Exclusive Breastfeeding, OR (95% CI) | Knowledge, b (95% CI) | Behavioral Beliefs, b (95% CI) | Social Norms, b (95% CI) | Self-Efficacy, b (95% CI) | Exclusive Breastfeeding, OR (95% CI) | Knowledge, b (95% CI) | Behavioral Beliefs, b (95% CI) | Social Norms, b (95% CI) | Self-Efficacy, b (95% CI) |
| Model 1 | ||||||||||
| Baseline (Ref) | 1 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 |
| Unexposed | 0.90 (0.69, 1.18) | 0.12 (–0.10, 0.35) | 0.21 (0.04, 0.39) | 0.21 (0.02, 0.39) | 0.22 (0.08, 0.36) | 2.66 (2.02, 3.51) | 0.74 (0.61, 0.87) | 0.70 (0.60, 0.79) | 0.93 (0.75, 1.11) | 0.50 (0.40, 0.60) |
| Exposed | 1.31 (1.03, 1.67) | 0.47 (0.28, 0.67) | 0.42 (0.28, 0.56) | 0.55 (0.38, 0.71) | 0.34 (0.24, 0.45) | 3.33 (2.70, 4.12) | 0.99 (0.88, 1.09) | 0.89 (0.79, 0.98) | 1.15 (1.00, 1.31) | 0.67 (0.58, 0.76) |
| Model 2 | ||||||||||
| Baseline (Ref) | 1 | 0 | 0 | 0 | 0 | 1 | 0 | 0 | 0 | 0 |
| Unexposed or did not recall | 0.89 (0.70, 1.15) | 0.09 (–0.13, 0.31) | 0.18 (0.01, 0.34) | 0.19 (0.02, 0.36) | 0.19 (0.07, 0.32) | 2.42 (1.86, 3.14) | 0.71 (0.59, 0.84) | 0.65 (0.56, 0.75) | 0.89 (0.71, 1.07) | 0.49 (0.40, 0.59) |
| Recalled 1–2 messages | 1.20 (0.92, 1.56) | 0.42 (0.22, 0.62) | 0.35 (0.20, 0.49) | 0.48 (0.30, 0.65) | 0.30 (0.19, 0.41) | 3.14 (2.48, 3.98) | 0.91 (0.80, 1.03) | 0.83 (0.73, 0.93) | 1.09 (0.92, 1.25) | 0.64 (0.54, 0.73) |
| Recalled ≥ 3 messages | 1.95 (1.50, 2.55) | 0.85 (0.66, 1.05) | 0.76 (0.62, 0.90) | 0.92 (0.74, 1.10) | 0.55 (0.43, 0.66) | 4.69 (3.76, 5.84) | 1.25 (1.14, 1.36) | 1.13 (1.03, 1.22) | 1.41 (1.26, 1.56) | 0.81 (0.72, 0.90) |
Note. A&T-I = Alive & Thrive-intensive; A&T-NI = Alive & Thrive-nonintensive; CI = confidence interval; OR = odds ratio. Models controlled for birth history (cesarean delivery and delivery in hospital, breastfeeding advice or support during pregnancy and at birth), maternal characteristics (age, completion of ≥ 9 y education, being of Kinh ethnicity, and being a farmer), and infant characteristics (age and gender). In A&T-I areas, the model also adjusted for receipt of counseling services at social franchises. We defined exclusive breastfeeding as feeding breastmilk exclusively in the previous 24 h (i.e., no foods or liquids except medications such as drops and syrups).