*Detweiler, et al., 1999
The Effect of Message Framingon
Human Milk Donation
Janice Sneider O’Rourke, MPA, RDPhD Candidate, Lilly School Of Philanthropy
April 8, 2014
*Detweiler, et al., 1999
Executive Director of the Indiana Mothers’ Milk Bank
The Milk Bank did not provide any support for this research.
Disclosure
*Detweiler, et al., 1999
Overview of Framing Theory
Framing Theory and Public Health Philanthropy
Breastfeeding Human Milk Donation
Field Experiment Preliminary Results Discussion
Overview
*Detweiler, et al., 1999
Framing Theory
People respond differently to messages depending on how they’re framed (the perspective).
People avoid taking risks when gains are prominent
People are willing to take risks when losses are prominent
Willingness to incur risk in order to promote a desirable outcome or avoid an undesirable outcome changes depending on how the message is framed.
Disease outbreak expected to kill 600 people Certainty that Program A will save 200 people Program B
1/3 probability that 600 people will be saved (72% chose)
2/3 probability that no one will be saved (28% chose)
Majority choice is risk averse Prospect of saving 200 lives is more attractive
*Detweiler, et al., 1999
Framing Experiments
Disease outbreak expected to kill 600 people Certainty with Program C that 400 people will
die Program D
1/3 probability that none will die (22% chose) 2/3 probability that 600 will die (78% chose)
Majority choice is risk taking Certain death of 400 less acceptable than 2/3
chance that 600 will die
*Detweiler, et al., 1999
Framing Experiments con’t
*Detweiler, et al., 1999
Use of pictures can increase charitable giving.
Framing of fundraising messages. Effects of media.
Framing and Philanthropy
Potential gains=advantages or benefits “Protect yourself from the sun and you will
keep yourself healthy”* “If you limit your soda drinking, you are more
likely to avoid tooth decay”** Potential losses=disadvantages or costs
“Expose yourself to the sun and you will risk becoming sick”*
“If you drink a lot of soda, you are likely to have tooth decay”**
Framing and Public Health
*Detweiler, et al., 1999; ** Aldridge, 2006.
*Detweiler, et al., 1999
In a comparison of breastfeeding women, those having received loss-framed materials will be more likely to donate excess breastmilk to a human milk bank than will those receiving gain-framed materials.
In a comparison of breastfeeding women, those having received materials with a negative picture will be more likely to donate excess breastmilk to a human milk bank than will those receiving materials with a positive picture.
Hypotheses: Framing and Human Milk Donation
Why Human Milk?
Advantages for Baby
Reduces risk of Ear Infections Dermatitis Gastroenteritis Lower Respiratory
Infections Asthma SIDS Necrotizing Enterocolitis
Advantages for Mom
Decreased blood loss Uterus reduces faster Reduced risk of
Breast Cancer Ovarian Cancer Postpartum Depression
*Detweiler, et al., 1999
*Detweiler, et al., 1999
Recommended as the standard infant feeding by: American Academy of Pediatrics American Academy Of Family Physicians American College of Nurse-Midwives American College of Obstetricians and Gynecologists American Public Health Association Academy of Nutrition and Dietetics World Health Organization
Exclusive for first six months As part of baby’s diet for at least twelve months
Why Human Milk?
*Detweiler, et al., 1999
Current Breastfeeding Stats
HP 2020 Goals
Ever breastfed: 81.9%
Breastfed 6 months: 60.6%
Breastfed 1 year: 34.1%
US 2010
Ever breastfed: 76.5%
Breastfed 6 months: 49%
Breastfed 1 year: 27%
Indiana 2010
Ever breastfed: 63.6%
Breastfed 6 months: 37.7%
Breastfed 1 year: 16.5%
*Detweiler, et al., 1999
Conceptual definition: The concept of breast milk donation is defined as the extent to which women offer their excess breast milk to nonprofit human milk banks for use with infants other than their own.
Human Milk Donation
*Detweiler, et al., 1999
Premature and ill infants are 6 to 10 times more likely to acquire life-threatening infections during the critical neonatal period if they are fed infant formula instead of human milk.
Without human milk up to 15 percent of neonatal intensive care patients acquire NEC.
It is standard practice for hospital neonatologists to strongly encourage mothers of premature infants to breastfeed or express their milk for tube-feeding.
Some mothers are unable to provide sufficient milk American Academy of Pediatrics (AAP) recommends
using banked human milk with mom’s own is not available.
Human Donor Milk
*Detweiler, et al., 1999
As a mother, you know that breastmilk is best for your baby. But did you know that breast milk can help premature babies? The Indiana Mothers’ Milk Bank believes that human milk is best for all babies. Research has shown that babies that are fed human milk, including donor human milk, have fewer infections. By donating your extra milk, you can save premature babies’ lives.
Please consider donating your excess breastmilk toThe Indiana Mothers’ Milk Bank
Positive Message
*Detweiler, et al., 1999
As a mother, you know that breastmilk is best for your baby. But did you know that breast milk can help premature babies? The Indiana Mothers’ Milk Bank believes that human milk is best for all babies. Research has shown that babies that are fed human milk, including donor human milk, have fewer infections. The Indiana Mothers’ Milk Bank always needs a good supply of donor milk. If you don’t donate your extra milk, these premature babies could die.
Please consider donating your excess breastmilk toThe Indiana Mothers’ Milk Bank.
Negative Message
*Detweiler, et al., 1999
Frames
Positive MessagePositive Picture
Negative MessagePositive Picture
Positive MessageNegative Picture
Negative MessageNegative Picture