COMMUNITY BASED SOCIAL MARKETING DALAM PROGRAM PENGGALAKAN IBU-IBU SADAR ASI

Abstract

Mother's Milk (ASI) is the best food for babies up to 6 months of age because it contains
a variety of nutrients that are needed by the baby to grow and develop optimally. Various
studies have shown the benefits of breastfeeding for both mother and baby, including
protection against the risk of infection in infants, to optimize the cognitive development
of children, as well as reduce the risk of breast cancer and ovarian cancer. Social
marketing uses the concepts of market segmentation , consumer research , development
and testing product concepts , communication is directed , provision of facilities ,
incentives and changes in theory to maximize the response of the target group. Social
marketing involves the promotion of breastfeeding What do Operates Aggressive Posted
Association of Breastfeeding Mothers Indonesia . AIMI ( Indonesian Breastfeeding
Association ) is a non-profit organization and non-profit TO commercial interests and
"Non - Government Organizations ' ( NGO ) What is self-supporting. The government
also launched a program PP - ASI is a program Increased Giving breast milk . PP - ASI
purpose is as a guideline for all parties involved in the implementation of PP -
ASI.sasaran of PP - ASI is the Central Government , Provincial , District / Municipal
Governmental Organization ( NGO ) , Private , Community Potential Group ,
Professional Organizations , and International Organizations.