BREASTFEEDING POSTER CAMPAIGN AIMED TOWARDS FATHERS IN MALAYSIA

Abstract

This study is a visual analysis in determining the best strategy and art direction for breastfeeding poster campaign aimed towards fathers in Malaysia based on criteria such as visual, layout, typography, colour, strategy and art direction. The aim of this study is to increase the breastfeeding awareness by using poster as a visual media. In Malaysia, the awareness of breastfeeding is a crucial and necessary effort as stated by the Former Deputy Women, Family and Community Development Minister, Hannah Yeoh in year 2019. She also stated that the breastfeeding campaign is still needed to be promoted as a way to socially protect and support the mothers that aim specifically towards the husband, family, employer, and co-workers. Word Health Organization (WHO) in their Global Targets 2025 Programme also stated that breastfeeding practice is one of their campaigns to improve maternal, infant, and young child nutrition. This study is a visual analysis of poster type that are used for Malaysia breastfeeding campaign in year 2008 to 2018. This analysis is also used to suggest the most effective poster type together with the strategy and art direction in order to gain better breastfeeding awareness in Malaysia. Interview session with the representative of Ministry of Health Malaysia, poster design expert, and registered counselor under the Board of Counsellors (Malaysia) are also conducted to get their feedback in which they are combined with this visual analysis to produce pre-test breastfeeding poster campaign. All the feedback based on pre-test poster then is used to produce post-test breastfeeding poster campaign.