The Food and Nutrition Service (FNS) will fund a competitive cooperative agreement award of up to $2 million in Fiscal Year 2014 to a qualified applicant to update the existing USDA breastfeeding promotion campaign, Loving Support Makes Breastfeeding Work (Loving Support).

This award is contingent

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upon the availability of funds.

FNS may fund this project, in whole or in part, without further competition, in this or subsequent funding years.FNS expects the campaign update to be based on a comprehensive social marketing plan with an emphasis on formative research, appropriately framed educational messages, innovative campaign strategies, and updated promotional materials.

These updates should use the original findings of the initial campaign as a basis but be reflective of the current needs and perspectives of the target audience.