breastfeeding welcomed here - university of...

Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:

Community and Workplace Support of Breastfeeding



• Breastfeeding Welcomed Here: Beyond the Sticker Campaign



• Breastfeeding Welcomed Here: Beyond the Sticker Campaign • Describe the current landscape of business policies related to

breastfeeding friendly employers.




breastfeeding friendly employers. • Employee/Business Training




breastfeeding friendly employers. • Employee/Business Training • Describe how the community (or advocates in particular) can

best approach a negative breastfeeding incident




breastfeeding friendly employers. • Employee/Business Training • Describe how the community (or advocates in particular) can

best approach a negative breastfeeding incident

Why me

Copyright Julie’s Village, Inc, 2014

Field Trip

Julie Hamilton, MA, CLC Master’s in Civic Leadership, Human Behavior Change

• Founded Julie’s Village Inc, a non-profit organization for prenatal interventions

• President, Nashville Breastfeeding Coalition

• Chair, Breastfeeding Alliance for Families in TN


• Produce events called the Best Baby Shower and Sip and See • Creator of Before You Breastfeed and Breastfeeding Ready

Restaurants


• Before You Breastfeed

• Breastfeeding Ready Restaurants

Breastfeeding Welcomed Here: Beyond the Sticker

Karlesha

Jennifer

Ashley

• Victoria Secret

• YMCA

• Target

• Delta

• Friendly’s

• Nashville Sound

• Chick-fil-a

Breastfeeding Welcomed Here: Beyond the Sticker

reconnect new mothers to community increase breastfeeding duration

safe locations

nursing in public a non-event


Field Trip

6 weeks

Why is This So Important?

New mothers fearful of nursing in public

confine themselves at home

disconnected from

• family

• friends

• colleagues

• smiles

• encouragement

Reframing Nursing in Public

inappropriate or sexual

frowning, complaining, humiliating momma

Breastfeeding gifts:

Cheer her on for affecting generational health

Who wants to be the one that discourages a momma who loses that baby to SIDS or develops diabetes or is later diagnosed with breast cancer

X


The

GIFTs

*Decreases SIDS

NICU

In Baby


Lonely momma

Take the Pledge

Business owners or managers

Doctor offices

Retail stores

Restaurants

Houses of worship

Daycares

Hair salons

Libraries*

YMCAs*

Goodwill*

Pledge:

Breastfeeding Welcomed Here!

I pledge to provide a welcoming environment

Pledge:



where breastfeeding mothers are able to sit anywhere

Pledge:



where breastfeeding mothers are able to sit anywhere and enjoy a friendly attitude from staff, management and other customers while breastfeeding.

Pledge:




Staff members are knowledgeable on how to handle complaints about breastfeeding.

Pledge:




Staff members are knowledgeable on how to handle complaints about breastfeeding.

Staff and concerned customers will be informed that breastfeeding in public is protected by Tennessee law (TCA 68-58-101) and that this business welcomes breastfeeding patrons

Goals of the Campaign

Stretch:

1. Drive business owners or managers to Take the Pledge on the web site

2. Drive community members (moms) to ask frequented establishments to Take the Pledge

Goals of the Campaign

Stretch:

1. Drive business owners or managers to Take the Pledge on the web site

2. Drive community members (moms) to ask frequented establishments to Take the Pledge

Realistic:

1. Prime the community for volunteer canvass days

Place pressure or burden on

those that discourage mothers

from breastfeeding

Mandatory!

Place pressure or burden on

those that discourage mothers

from breastfeeding and place

*ABSOLUTELY NO PRESSURE*

on moms themselves

Mandatory!

Media

• City Newspaper Print

• City Newspaper Online

• NPR Morning Traffic

• Digital Billboards – Qty. 5

• Neighborhood Newspapers – Qty. 8 (Graffiti)

• Parent Magazine (4 editions) – April

• Parent Baby Guide – Spring article

Media

• City Newspaper Print

• City Newspaper Online

• NPR Morning Traffic

• Digital Billboards – Qty. 5

• Neighborhood Newspapers – Qty. 8 (Graffiti)

• Parent Magazine (4 editions) – April

• Parent Baby Guide – Spring article

Campaign

200 Locations in 2 years

Results 200 new locations

Learned

All non-canvass locations came from regional

parent mag, FB and NPR

Lunch and Canvass days less effective

Commitment of 2 per coalition member

Speaking to Businesses

Good Better Best

• Time • Audience

Good

Educate employees on the laws

1. Are you aware there are laws that protect moms breastfeeding in public?

Good



2. Employees don’t say anything to nursing mothers (a non-event)

Good



2. Employees don’t say anything to nursing mothers (a non-event)

3. A complaining customer is helped to feel more comfortable but the mom never knows

Example: Canvass Day

Better

Why Does it Matter? – Public Health, Risks to health of mom and baby

– Her choice and voice

Better

Why Does it Matter? – Public Health, Risks to health of mom and baby

– Her choice and voice

Written breastfeeding policy – How to handle customer complaints

– Escalation ladder (employee, manager, etc)

– Where will employees pump and store milk

Example: Lunch-n-Learn, Panel, Meeting with

Managers

Best

• Employee Training – role play, why

emotions are high, complex issue, case

studies

• Social Media Templates

• Spokesperson Statements

• FAQs on web site

Example: Consulting

A Negative Incident

A Negative Incident

FB Message: Can you help me with a nurse-in?

A Negative Incident

FB Message: Can you help me with a nurse-in?

Thoughts on Nurse-Ins

Seek first to understand, not punish

Seek first to understand, not punish

Educate Ask for training, new policies. They don’t know

If Nurse-In: COMPANY -Offer signature items -Be caught smiling and welcoming -Have water and tea -Usually what moms want is pic in front of sign Help them with that -Welcome moms on social

If Nurse-In: MOMS -Smile -Focus on other moms and your baby -Assign a leader -Designate a time -Pay for what you eat

Next Steps: A state breastfeeding connector

A higher-level approach, top/down Who’s already where we want to be

More coalitions



[email protected] 615.483.6017

mailto:[email protected]

breastfeeding welcomed here - university of...

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