TheTimesAreAChanging:DiscoveringStrategiesforEffectiveandEngagingBreastfeedingEducationforToday’sParentsLaurelWilson,IBCLC,BSc,CLE,CLD,CCCELactationeducationhascomealongwayinthepastfewdecadesandyet,theresearchshowsthatmostofwhatisofferedisnotwhatisadvantageousforparentsinthisdayandage.LaurelWilsonhasbeenalactationeducator,faculty,andlactationdirectorinthecommunity,inhospitalsettings,andforprofessionalsfornearlytwodecades,andshehasseenwhatworksandwhatclearlyfails.ItisnotuncommontodayinclassroomstohavedozensofparentslisteningtohoursoflectureandwatchingendlesspowerpointswithouthavingtheopportunitytostepintotheirowneducationalexperienceandOWNtheirbreastfeedingjourney.Infact,someparentsareforegoingtraditionalclassroomeducationalltogetherandlearningexclusivelyonYouTubeandothersocialmediasites,whichcomesatthepriceofaccuracyandconnection.Comewithmeonajourneythroughtoday’sclassrooms,discussingwhatisandisn’tsuccessful.Learnwhatworks,notjustforearlyinitiationandsurvivingthehospitalbreastfeedingexperiencebuttohelpparentsmeettheirownfeedinggoals.Researchhasidentifiedthatwhatisefficaciousforsomefamiliesandsituationswillnotworkforothers.Discoveruniquestrategiestoaddressthespecificlearningneedsofyourfamilies.Thesessionwillendwithsomefavoriteengagingactivitiestouseinbreastfeedingclassesandsupportgroups,gleanedfromtwodecadesonthejobandhavinghadtheopportunitytolearnfromandworkwiththebestofthebesteducatorsofourtime.Objectives:

• Listtwoprosandconsoftraditionalclassroomlactationeducationintermsofpreparingparentsforfeedingtheirbaby.

• Listatleasttworeasonsparentsareturningtoonlineeducationinsteadofclassroomeducation.

• Identifythreeengagingactivitiestouseintheclassroomduringbreastfeedingclassesorsupportgroups.

Takeaways:WhatistheNorm?ListeningtoMothersIIISurveyfrom20131in3motherstakeCBEclasses(upfromlastsurvey/Newmothers(59%)experienced(17%)Sometakehospitalorcommunityclasses.Only20%ofmotherspreferredgettingtheirbirthing/breastfeedinginfofromchildbirthclasses.(SoltaniMarketingSurvey)

• Pro• AccesstoExpert• HandsonLearning• EvidenceBasedInfo

NOTES

• Con• TimeConsuming• Cost• Schedules

Onlineeducationoptions• Pros

• EasytoAccess• AccessibleAnywhere• Everyonehassmartphone• Lowcostorfree

• Cons• Maynothaveinpersonhelp• Isolatesparents• Parentscan’tlearnfromoneanother• Formula/Pumpcompaniesofferonlineeducation

nowSocialMediaasEducationPinterest/Facebook

• Pros• Feelconnectedtopeers• Easytoaccess• Mobileaccess• Anonymityforquestions• Support24/7

• Cons• Mommyshaming• Trolling• Misinformation• Incompleteinformation

APPSEducation• Pros

• Easy• Convenient• Cheap• Alwaysavailable

• Cons• Sponsorships• Accuracy• Lackofconnection

Googleaseducation ReinforcesbiasChangetheMessageAmyBrown’sResearch“mothersvaluedbreastfeedinginformation,butbelievedthatchangesneededtobemadetocurrentmessages.Keythemes

NOTES

includedamoveawayfromtheperceptionthatbreastfeedingisbest(ratherthannormal),emphasisonwidervaluesotherthanthehealthbenefitsofbreastfeeding,andamessagethateveryfeed,ratherthanjust6monthsexclusivebreastfeeding,matters.Mothersalsohighlightedtheneedforpromotionandeducationtotargetfamilymembersandwidersocietyratherthansimplymothersthemselves,allofwhominfluencedbothdirectlyorindirectlymaternaldecisionandabilitytobreastfeed.Motherssuggestedideasforpromotionalcampaignsorhowspecificgroupsormethodscouldbeusedtoincreasesupport,includingeducationforchildren,TVadverts,andusingestablishedonlinesourcesofbreastfeedinginformation.”Brown,2016TheMillennialParentHabitsandBehaviorsBabyBoomers1946-64;GenX1965-1976;Millennials1977-1993;GenZ1994+Millennials:75%ofallbirths,85%firstbirths,1in4hadworkingmom,Averageageis25.8,Highereducation

• Millennials-Textmessaging,multi-tasking,advertising-wary,trendsetting,sarcastic,blog-reading,information-addicted,socialmedia-savvy,tech-embracing,fast-moving,highlyambitious,quick-talking,well-educated

• Mostwomen(55%)alreadyhadatleastonechild.Overall95%(n=498)usedtheinternettoaccessinformationaboutpregnancy;89%(n=90)ofunemployedwomenusedtheinternettoaccesshealthcareinformation.Overall76%(n=399)ofwomenhadasmartphone.Pregnancyappsforsmartphoneswereusedby59%(n=237)ofsmartphoneowners.O’Higgins,2013

• Allwomenwantedsomeformofonline/digitalsupportduringtheirpregnancy,includingweeklytextmessagesaboutpregnancystage-specificissues(citedby49%),amaternitysmartphoneapp(47%)andawebsiteforfeedbackregardingtheircare(45%).O’Higgins2013

NOTES

Momsaresociallyconnected:

• Morethan3.4accountspermom• Spend17.4hoursperweekonsocialmedia• 90%sharetheirideasandbrands/servicestheylikeand

DON’TWhatareourgoals?

• Increasedesire• Increaseinitiation• Increaseduration• Helperadicatebarriers• Addressproblems

Cochranereview-AntenatalBFEducationnotworking(Lumbiganon,2016)

• USA,Canada,UKandAustralia• 10,056women• Doesnotincreasedecisiontofeed• Doesnotincreaseinitiation• DoesnotincreaseBFat6months

Prenatalvisiteducationmaybekey(Pitts,2015)“Results:Twenty-threewomenparticipated,and21womencompletedquestionnairesat6weekspostpartum.Allwomenansweredthecontentquestionsattheendofthemodulescorrectly.Sixty-sevenpercentreportedpriorbreastfeedingexperience,95%initiatedbreastfeeding,86%wereexclusivelybreastfeedingat6weekspostpartum,and71%ofthewomenplannedtoexclusivelybreastfeedfor6months.Sixty-sevenpercentreportedthemodulespromotedoraffirmedtheirdecisiontobreastfeed,whereas5%wouldhavepreferredgroup-basededucation.Providersdocumentedbreastfeedingeducation52%ofthetime.”

NOTES

Videosalonedon’twork(Kellams,2016)Thisstudysuggeststhataneducationalbreastfeedingvideoaloneisineffectiveinimprovingthehospitalbreastfeedingpracticesoflow-incomewomen.Increasingbreastfeedingratesinthisat-riskpopulationlikelyrequiresamultiprongedeffortbegunearlyinpregnancyorpreconception.Howdowemeetthemwheretheyareat?

NOTES

TheFlippedClassroomWhatisit?

• Didacticathome• HandsOninClassroom

Whytryit?• Itmakesactualclassesshorter,lesstimeforyoutobeaway

fromfamilyandotheractivities• Itallowsyoutoutilizethecreativityofthemillionsof

peopleontheweb• Aftertheinitialinvestmentofsetup,maintenanceforyour

onlineportionofclassesisshortened–lessworkoverall• Itallowsparentstolearnontheirownschedule• Itincreasesretention• Itemploystoolsparentsarecomfortableusingtoday• Itallowsyoutotailortheeducationtoyourstudent’sneeds• TODAYSPARENTSPREFERIT!

TypesofFlipsTheStandardInvertedClassroom:Give“homework”priortotheclass.Thiscanincludevideos,books,articles,etc.thatwillrelatetothetopicinclass.Duringtheactualinpersonclass,studentspracticewhatthey’velearned.TheDiscussion-OrientedFlippedClassroom:Assignvideo,blog,onlinenewsarticle,suchas-TEDTalks,YouTubevideos,Vimeo,youryoutubeChannel.Classtimeisallaboutdiscussion.TheDemonstration-FocusedFlippedClassroom:Watchvideosathome,practiceinclass.TheGroup-BasedFlippedClassroom:Assignstandardcontentathome.Inclass,groupstudentstogethertodoactivities.Theywilllearnfromoneanother.ToolsforTodayYouTube,Vimeo,FacebookLive,FacebookGroups,SmartPhone,PollEverywhere,Questions?

• LaurelWilson• www.motherjourney.com• info@motherjourney.com

NOTES

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