Breastfeeding promotion is currently hampered by four major problems: the decline in funding for campaigns; failure to use mass media; lack of program evaluation; and vague messages. Thorough social marketing research could determine why women are turning away from breastfeeding and what messages could be used to make breastfeeding a more attractive feeding option. Similar efforts should be made to include breastfeeding messages in other programs, such as family planning, growth monitoring, and oral rehydration therapy.