The Effect of Message Framing on Human Milk Donation Janice Sneider O’Rourke, MPA, RD PhD...

*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


Executive Director of the Indiana Mothers’ Milk Bank

The Milk Bank did not provide any support for this research.

Disclosure


Overview of Framing Theory

Framing Theory and Public Health Philanthropy

Breastfeeding Human Milk Donation

Field Experiment Preliminary Results Discussion

Overview


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


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


Framing Experiments con’t


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.


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



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?


Current Breastfeeding Stats

HP 2020 Goals

Ever breastfed: 81.9%

Breastfed 6 months: 60.6%

Breastfed 1 year: 34.1%

US 2010


Breastfed 6 months: 49%

Breastfed 1 year: 27%

Indiana 2010


Breastfed 6 months: 37.7%

Breastfed 1 year: 16.5%


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


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


Messages


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


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


Positive Picture-Healthy Baby


Negative Picture – Ill Premature Baby


Frames

Positive MessagePositive Picture

Negative MessagePositive Picture

Positive MessageNegative Picture

Negative MessageNegative Picture


Demographics - Age


Demographics


Results


Results, con’t

The Effect of Message Framing on Human Milk Donation Janice Sneider O’Rourke, MPA, RD PhD...

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