A Vision for Breastfeeding in Suffolk

A Vision for Breastfeeding in Suffolk

Dr Amanda Jones Assistant Director of Public Health Lead Consultant Health protection & Health Improvement

Breast feeding in public is protected by law1This LunchtimeWhy we should invest in Breastfeeding

What our peer local authorities have achieved

Four environmental barriers to breastfeeding in Suffolk

What can each of us can do to improve breastfeeding in Suffolk? (workshops)

Im going to talk about the latest breastfeeding evidence, the levels of Breastfeeding our Benchmark counties have acheivedThen we will hear from a number Suffolk practitioners about interventions they have put in place home visiting, UNICEF accreditation , peer supporter models 2The evidence The UK has some of the lowest breastfeeding rates in the world.

A recent UNICEF report suggests that investment in supporting women to breastfeed will improve the quality of life for women and for children

The evidence

If 45% of women in the UK exclusively breastfed for four months, and if 75% of babies in neonatal units were breastfed at discharge it is estimated that there would be:

3,285 fewer gastrointestinal infection-related hospital admissions 5,916 fewer lower respiratory tract infection-related hospital admissions 21,045 fewer ear infections requiring a GP consultation361 fewer cases of the potentially fatal necrotising enterocolotis

The effect on these 4 conditions alone could save the NHS over 17 million each year.

A report produced last year has demonstrated the short term and long term benefits of. It can reduce the impact of up to 16 different diseaes. The following slides show details of a few.Helping reduce breastfeeding creates significant benefits for mothers and babies every year could be saved by avoiding the costs of treating four acute diseases in infants4Increasing Breastfeeding will decrease breast cancer If half the women in the UK who do not breastfeed now were to do so for up to 18 months in their lifetime there would be 865 fewer breast cancer cases

If we were to go further - 5Other counties similar to Suffolk are doing better

For 2012/13

At the end of 2012/13 Suffolk was the worst performing county out of our peersInitiation / 6-8 weeks Somerset 77.9% 52.9% Wiltshire 80.5% 49.6% Gloucestershire 75.1% 49.0% Suffolk 76.5% 48.1% England average 46.6%Suffolk has the lowest 6-8 week breastfeeding prevelance 48.1%. The highest is Somerset with 52.9%. As a county we should be aiming for 54% 6-8 week ratePoster Boards outside where refreshments are being served you will see profiles for each locality showing variations in rates. These we want to narrow by targeting interventions like home visiting to certain mothers like young white women from disadvantaged back grounds who are the least likely to breast feed

6Four elements which negatively impact on Breastfeeding in SuffolkPerceived views of the community

The work environment for mothers going back to work

Lack of exposure to breastfeeding

Formula milk companies

Linda Page our breastfeeding co-ordinator for Suffolk over the last four years has identified four areas within the environment which have a negative impact on Breastfeeding in suffolk. This lunchtime I want to discuss each of these elements and help start a debate about what each of you can do to reduce the negative barriers to women in Suffolk breastfeedingBut first of all I want to set the scene New evidence shows the benefit young white women from disadvantaged back grounds are the least likely to breast feed7

Perceived views of the community

50% of mothers do not breastfeed in Suffolk.

From mothers surveyed these are the reasons why mothers do not breastfeed:Physically unable to10%Convenience23%Laziness11%Lack of education / Support17%Embarrassment / Fear22%Other17%We asked 200 people in 3 locations in Suffolk 133 were female and 67 were men.Ipswich 57 Bury St Edmunds 82 Lowestoft 55 Other 6 Full details of the survey are displayed on boards in the area next to refreshmentsWhen asked why the above question the biggest proportion 22% said they were embarrassed to breastfeed in public or were scared of doing so8

Here is one women telling us about her experience

We asked 9Perceived views of the community Street survey

Do you think Breastfeeding is a good idea?

Yes 96% No 4% Reasons why breastfeeding is good idea?Best start for baby 83%Cost and convenience 10%Other 7%96% of those surveyed said they think breastfeeding is a good idea and 83% thought so because it was the best start for baby and mother93% said they were not bothered about seeing a women breastfeeding10Mothers going back to work

Mothers going back to workWork place Regulations and Approved Code of Practice require employers to provide suitable facilities for pregnant and breastfeeding mothers to restMany work places do not have facilities for women who want to expressThey need privacy, to wash their hands, to store expressed milk Support can include employers offering flexible hours, part time-time work or job share

Im going to talk about the latest breastfeeding evidence, the levels of Breastfeeding our Benchmark counties have acheivedThen we will hear from a number Suffolk practitioners about interventions they have put in place home visiting, UNICEF accreditation , peer supporter models 11Lack of exposure to breastfeeding

Reasons: 64% Its Natural21% of people would not be offended to see an uncovered breast but think it should be discreet13% said they would not be offended but it depends on the environment2% OtherI wouldnt be offended to see an uncovered breast because:Formula milk companies

Be aware of the power of these organisations

Minimise their impact by providing counter arguments whenever possible

Offering breastfeeding friendly environments

Some things public sector organisations in Suffolk can do to improve breastfeeding.

Create breastfeeding friendly return to work policiesEnsure services you contract recognise the benefit of breastfeedingEnsure there are breastfeeding areas in facilities you own or manage14In 2010 Bristol was designated the first Unicef baby-friendly city in the UK

Worcestershire has a breastfeeding approved businesses scheme

Have online details of all their walk in breastfeeding support sessions

Hull have an a dedicated website iBreastfeed 15Our vision Within 2 years we want to increase breastfeeding at 6-8 weeks by almost 6% - so that 54% of mothers breastfeed. Then we want to continue to increase until 2/3 of mothers in Suffolk breast feed.

What can you do to help?

To become better than our peers we need to achieve a 54% 6-8 week prevalence. I think we can do this within 2 years Please remember to fill in your evaluation forms16