Audiences for improving optimal breastfeeding practices include expectant and new mothers, fathers, grandmothers and other caregivers, faith leaders and communities, other community leaders and the broader community, political leaders and others. (Note: The information on audiences here is developed from studies from many countries. You will need to consult or conduct local research on breastfeeding beliefs and practices and health provider knowledge, attitudes, and practices about optimal and local infant/child feeding practices in your location. Use this local research to define the primary and influencing audiences and to inform the audience profiles and strategic design. The people who most influence infant feeding may vary by and within countries and perhaps within communities.)