breastfeeding: a call to action
DESCRIPTION
20th Annual Art of Breastfeeding Conference“Celebrating the Past, Present, and Future of Breastfeeding”Sponsored by Wake AHEC and University of North Carolina School of NursingOctober 4-6, 2010TRANSCRIPT
BreastfeedingA Call to Action
The Uphill Climb
A look back….
A look back….
• 1956: % of women breastfed• 1958: LLL (7 remarkable women)• 1978: Healthy People 1990– 75% (45) and 35% (21)
• 1981: International Code of Marketing of Breast-milk Substitutes
A look back….
• 1956: 20% of women bf• 1958: LLL (7 remarkable women)• 1978: Healthy People 1990– 45% (75) and 21% (35)
• 1981: International Code of Marketing of Breast-milk Substitutes
A look back…• 1984: Surgeon General’s Workshop on
Breastfeeding and Human Lactation– Improve professional education– Develop public education– Strengthen support in the health care system– Develop community support services– Initiate a national effort in the work place– Expand research
A look back…
• 1990: Healthy People 2000– Increase to 75% the number of mothers
who initiate breastfeed and to 50% the number who continue to breastfeed at least 6 months
A look back…
• 1990: Innocenti Declaration– Establish a national breastfeeding
committee– Implement the “Ten Steps To Successful
Breastfeeding”
A look back…
• 1995: National Alliance Breastfeeding Advocacy
• 1996: NABA facilitates National Breastfeeding Leadership Roundtable
• 1998: NBLR US Breastfeeding Committee (USBC)– 1st initiative - National Breastfeeding Policy
Conference
A look back…
• 2000: DHHS Blueprint for Action on Breastfeeding
• 2001: USBC Strategic Plan• 2004: National Breastfeeding Awareness
Campaign• 2005: CDC Obesity Prevention Projects• 2006-2010: USBC State Breastfeeding
Coalitions Conference
Cause for Optimism• !Learning why women don’t breastfeed – Infant feeding practices survey (CDC)
• !Educating parents and health care providers (text4baby, EPIC-Educating Physicians In Their Communities)
• !Providing written materials—clear, concise, culturally appropriate, free of commercial advertising (SWR WIC project)
• !Enlisting the support of dads (Fathers Supporting Breastfeeding)
Cause for Optimism• !Implementing Bf friendly hospital practices
(mPINC & BFHI)
• !Monitoring breastfeeding rates (CDC)
• !Ensuring best use of resources—evaluate, evaluate, evaluate! (TX WIC)
• !Collaborating with media to portray positive breastfeeding images (Best for Babes)
• !Expanding workplace support (Business Case for Breastfeeding)
• ?Incorporating breastfeeding into K-12 (NY)
Progress to Date
• 2010 Goal: 75%(B) 50%(6) 25%(12)– Midterm Review – Exclusivity 40%(6) and
17%(12)• Breastfeeding rates children born in 2007 (any bf)– Black 60%(B) 28%(6) 13%(12)– White 78% 45% 24%– Hispanic 80% 46% 25%
• Exclusive bf rates– Black 22%(3) 8%(6)– White 35% 14%– Hispanic 33% 13%
Celebrate Success
Learn from our mistakes
BehaviorChange
Consider Our Own Behavior
Meet the Needs of the Parents We Serve
Benefits
Barriers
Knowledge is Overrated
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Knowledge
BehaviorChange
5%
Emotion is Underrated
Emotion Drives Behavior Change
95%
EMOTION
Strongest Form of Persuasion
Learn from the Pros
Have a Coke and a Smile
The Pause That Refreshes
Coke is it!
Always Coca-Cola
Message Strength is in the IMAGE
60%
touchingheartstouchingminds.com
Do It Or Else!
• Threat• Response Efficacy• Self Efficacy*
What do parents want?
• BE GOOD PARENTS
Breastfeeding is something only a mother
can give her child.
A gift for life.
How Can You Be An Effective Change Agent?
• Honest • Passionate• Credible
TRUST
Meet Parents Where They Are
Why are you here?
How can I help?
CommunicationIs Key
People may forget what you say…
…but they will never forget how you made them feel.
Touching Hearts Touching Minds
Massachusetts WIC
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Confident
You can do this! I can help.
Tell me how.
