Influência de ações de educação em saúde por meio de mídias sociais no êxito do aleitamento materno exclusivo: ensaio clínico randomizado

Abstract

Introduction: Breast milk is regarded as the gold standard for infant feeding during the early stages of life. The support provided to breastfeeding mothers during this period is crucial for extending the duration of exclusive breastfeeding, ultimately contributing to a healthier and more equitable society. Objective: To analyze the impact of participatory educational interventions via social media on the duration of breastfeeding. Methods: This was a single-blind randomized clinical trial involving 173 mother-infant pairs, with simultaneous follow-up of the control group (n = 89) and the intervention group (n = 84). The study was conducted at the maternity ward of a university hospital in northeastern Brazil from May 2023 to February 2024. Postpartum women who could read and write, had access to the WhatsApp platform, and were discharged with their infant were included in the study. Randomization was performed using Excel software with the "random between 0 and 1" function. The intervention group received weekly breastfeeding information until the 24th postpartum week. Exclusive breastfeeding practices and the use of artificial nipples were assessed through bimonthly phone interviews, with data collected referring to the month prior to the contact. Results: The prevalence of exclusive breastfeeding was higher in the intervention group (52.2%) during the first three months compared to the control group (31.7%) (p = 0.05). However, no statistical difference was found between the groups after six months of intervention (p > 0.05). Pacifier use was slightly higher in the control group (CG: 35.5%; IG: 29.4%) (p > 0.05), and the frequency of early weaning was significantly higher among infants using pacifiers (76.6%) compared to those not using pacifiers (23.5%) (p > 0.05). The proportion of women who did not intend to offer cow's milk and/or infant formula in the first year of life was higher in the intervention group (IG: 28.9%; CG: 15.0%) (p > 0.05). Conclusion: Social media support positively influenced increased exclusive breastfeeding practices and reduced the intention to introduce cow's milk or infant formula before six months of age.