It's Only Natural

HHS Office on Women's Health breastfeeding campaign for African American women and families, announced by the Surgeon General in April 2013, with video testimonials, radio spots and fact sheets reflecting Black women's breastfeeding experience and practical support.

Years: 2013–now
Country: United States
Topic: Maternal health Nutrition
Asks people to: Start
Strategy: Self efficacy Testimonial
Channel: Clinical setting Events Radio Social (organic)
Audience: Adults Parents
African American women and their families; community organizations and hospitals as distributors.

Evidence

NoneUnknown

Sponsor (who paid)

U.S. Department of Health and Human Services, Office on Women's Health Federal government, funder and creator

Credits (who made it)

Not recorded yet.

Related campaigns

National Breastfeeding Awareness Campaign 2004–2006

Sources

It's Only Natural leaders' guide (OWH) sponsor
Federal Government Encourages African-Americans to Breast-Feed (Education Week, April 2013) news · 2013
It's Only Natural: Providing Support for Breastfeeding Moms (NPHIC 2014) reference · 2014

Research notes

Taxonomy gap: no breastfeeding topic; maternal-health + nutrition used. Procurement search 2026-10-22: no OASH/OWH award names 'It's Only Natural' in USAspending; no vendor found.

Record cases/hhs-owh-its-only-natural.json, updated 2026-10-22· Link to this campaign