Evaluation partner - Public Health Breastfeeding campaign - Feed Your Way

SSBC are inviting tenders from organisations who have: • Demonstrable skills knowledge and expertise in proposed evaluation approaches in community settings • Enthusiasm and passion for early years • Demonstratable capacity to deliver evaluations on time, on budget and to the required standard, with proven ability to flex resource capabilities and adapt to changing environments where required • Appropriate project management, risk management and quality assurance expertise • Ability to work collaboratively with a variety of stakeholders, including parents • Strong communication skills. • Knowledge of and experience in using the RE-AIM framework. To collaborate with Hitch marketing to deliver the evaluation of a Public Health Breastfeeding Campaign - Feed Your Way described below. • SSBC commissioned Hitch Marketing to develop and deliver a local public health breastfeeding campaign (Feed Your Way). The campaign is underpinned by self-determination theory. It seeks to address not just the breastfeeding mother and infant but also the communities that exist around them. • A mixed methods social marketing survey completed by 1800 respondents, many with breastfeeding experience, and supplemented with focus groups, explored community perceptions and social norms, drivers and barriers in relation to breastfeeding feed into the campaign concepts and messaging. • Design elements, tone and segmentation of messaging for different elements were tested with a subset of original respondents. • The campaign was launched in October 2022 and will run until March 2025. • The campaign is targeted at two primary audiences 1) Women who might breastfeed now or in the future. They don't reject breastfeeding but lack strong intrinsic motivation, perhaps due to lack of perceived autonomy, capability and support. 2) Breastfeeding allies, partners, families and friends. • The campaign development has been informed by a wider stakeholder group (15-20 people), which includes representatives from local maternity services, infant feeding leads, 0-19 Public Health nursing service (health visitors), breastfeeding peer supporters, public health and parents. • The primary locality for the Public Health Breastfeeding campaign is Nottingham City, with some, but less reach into Nottinghamshire County, due to the nature of travel across the area and the workforces, namely maternity that operate across both areas. • The campaign has a number of public-facing assets developed and designed to be shared via social media and via billboard advertising. • For the workforce specifically; a website with downloadable resources has been developed, and physical postcards printed and distributed. • The public health campaign assets were shared with wider stakeholders at the campaign launch.