00000ctm a22000003a 4500 UP-8027390931316316498 Buklod 20191004082047.0 a r |||| u| ta 191004s xx d r |||| u| (iLib)UPMIN-00021282428 eng LG 993.5 2019 C54 S65 Soliva, Kiara Elise Y. author Designing a communication plan for the effective promotion of breastfeeding Kiara Elise Y. Soliva; Ma. Teresa R. Escano, adviser. 2019 113 leaves Thesis (BA Communication Arts) -- University of the Philippines Mindanao, 2019 In this study, the constructs of the Integrated Behavior Model (IBM) were examined in order to assess the key determinants of breastfeeding. Despite the establishment of many programs in the country, there is still a lack of comprehensive breastfeeding programs that take into consideration the numerous factors that are considered as barriers to breastfeeding together with the presence of ?support systems? who can assist them in breastfeeding. The Integrated Behavior Model (IBM) establishes that the main tenets of behavior are attitude, perceived norm, and personal agency. These were then measured through a survey questionnaire while baseline data about breastfeeding programs were gathered from L.A.T.C.H. Davao and the Barangay Nutrition Scholar (BNS). The resulting communication plan made use of the ROPE process which stands for Research, Objectives, Programming, and Evaluation. The objectives are based on the information gathered from the formative research portion together with the data gathered through the interviews and specific strategic communication tools were designed for the effective promotion of breastfeeding. UndergraduateThesis COMA200 BACA, College of Humanities and Social Sciences. Escano, Ma. Teresa R. adviser. FI UP UPMIN UPMIN-MAIN LG 993.5 2019 C54 S65 Thesis