Table 1.

Breastfeeding messages based on formative research

SEF	Breastfeeding obstacles	Messages
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

SEF Socio-ecological framework