|The key to successful breastfeeding is Information, Education and Communication (IEC) strategies aimed at behaviour change. This is particularly true in the South Asian region, where culture and tradition play extremely significant roles in modulating infant feeding practices. Thus appropriate, adequate and effective IEC strategy needs to become the vital factor in promoting breastfeeding. IEC strategies are comprehensive when they use a wide variety of media and channels to convey concise, consistent, appropriate, action-oriented messages to targeted audiences at national, facility, community and family levels. IEC approaches include the use of electronic (TV, radio, video), print (posters, counselling cards, flip charts, manuals, newspapers, magazines), interpersonal (counselling, group education, support groups) and community activities to communicate important information and motivational material to mothers, families and the community.