NWNWBabyFriendly

Breastfeeding Outside The Home - work has commenced in Lancaster, Morecambe, Carnforth and Heysham - the rest of the patch is to follow soon.

shel — Mon, 08 Feb 2010 15:45:00 GMT

Actions to develop ‘Breastfeeding Friendly’ Premises

Background/ Rationale:

Breastfeeding offers significantbenefits for women as well as babies. Babies who do not receive breastmilk are at higher risk for a range of conditions such as gastrointestinal and respiratory infections, childhood cancers, obesityand lower intelligence; whereas mothers who do not breastfeed have a higher rate of *** and ovarian cancers. However, despite the overwhelming evidence for the benefits of breastfeeding, the UK’s breastfeeding rates are one of the worst in Europe.

Breastfeeding out of the home environment can operate as a key deterrent to successful breastfeeding. One of the key difficulties faced by women is the fear of negative comments or feedback from members of the public (Departmentof Health, 2004; Dykes et al 2003; Renfrew et al, 2006; Hoddinott & Pill,1999; Lavender et al, 2005; National Childbirth Trust, 2005). The findings from a recent local evaluation also identified that the potential of receiving negative remarks, as well as a lack of suitable facilities for breastfeeding women operated as a significant disincentive for women to feed outside the home; and influenced some of the women’s decisions to cease breastfeeding (Thomson et al, 2009). Feedback from this local work also suggests that breastfeeding mothers want to know where they can go and feed in comfort and confidence; safe in the knowledge that they will not be asked to leave, or made to feel unwelcome. Furthermore, whilst some women would prefer to use a dedicated breastfeeding room; a numberof them want to be able to breastfeed in public, and not made to feel that they have to hide away.

In order to try and combat some ofthe difficulties faced by breastfeeding women, and to enhance breastfeeding rates, a breastfeeding outside of the home environment project has been designed (as part of the Community Baby Friendly Initiative project in NHS North Lancashire and NHS Blackpool) to encourage local premises and businesses to become an accredited ‘breastfeeding friendly’ facility.

The proposed actions/processes involved in this project are outlined as follows:-

1) A ‘Breastfeeding Welcome’ Sticker Design Competition was held in May, 2009 (involving entrants from across North Lancashire & Blackpool). A design was chosen from the entries by a multi-agency panel of judges including people unassociated with infant feeding.

2) Thefunds to pay for the printing of the Stickers were agreed through Early Years, Lancashire County Council.

3) Aletter has been drafted up for local businesses and premises, together with a survey and “Do’s and Do Not’s” of becoming ‘Breastfeeding Friendly’ premises.

4) Breastfeeding women / local peer supporters have begun to visit local businesses / premises to talk to owners / managers about becoming a ‘breastfeeding friendly’ facility, and what compliance would mean (i.e. sticker displayed in their premises, agreement to comply with the “Do’s and Do Not’s”).

5) If owners / managers are in agreement – and facilities surveyed by the breastfeeding women / peer supporter and found to be an appropriately ‘breastfeeding friendly’area - the owner / manager will be asked to complete the survey (and return either direct to women/peer supporter; returned in the post; or via email).

6) All premises which sign up / perceived to be ‘breastfeeding friendly’ will receive a ‘Breastfeeding Welcome’ sticker to display at the entrance to their premises, as well as a certificate to display inside should they wish.

7) All details of the ‘breastfeeding friendly’ premises will be detailed and updated on the local BFI web page – www.NWNWbabyfriendly.org.uk - and will be regularly updated by the Communications Officer appointed to the Baby Friendly project.

8) Breastfeeding mothers across Blackpool and North Lancashire will be made aware that there is a list of ‘breastfeeding friendly’ premises available through health professionals and Children’s Centres via posters as well as leaflets provided within the women’s discharge packs. (It is also envisaged that updated localised lists of these premises can be printed off by health professionals and provided to women as requested).

9) Whilst the web page will contain details of the approved premises – breastfeeding women and other service users will be asked to provide comments on their experiences at these premises (via web based options, email, or notification to leaders of the breastfeeding support groups) – as well as offer suggestions for other facilities / premises considered to be ‘breastfeeding friendly’.

10) ANY premises / facilities which receive negative feedback will be approached for comment, and if it is evident that they have not met the “Do’s and Do Not’s” (evaluated through the service user feedback received) they will have theirname removed from the approved list, and will be asked to remove their sticker and take down their poster. (Note: all businesses have been notified of this caveat within the letter)

North Lancashire receives Dept Health funding to promote breastfeeding

shel — Mon, 02 Nov 2009 10:15:00 GMT

Some really good news to share....

NHS North Lancashire has just heard that it has been successful in its application to the Department of Health for funds to promote breastfeeding and help tackle health inequalities.

Janet Soo-Chung, Chief Executive of the Primary Care Trust, has signed confirming acceptance of DH funding for one year and PCT match funding for a further 2 years.

The successful proposal is to provide a peer support programme to increase breastfeeding, building on the existing work implementing Baby Friendly Accreditation throughout North Lancashire.

Thanks to everyone involved in this bid.

For the DH to be awarding this and the PCT to be match funding for a further 2 years when funding is so difficult shows just how strong the evidence is that breastfeeding plays a key role in saving lives and protecting the health of mothers and babies both in the short and long term and in reducing health inequalities.

Blackpool Victoria Hospital midwife wins national award for her “amazing’’ care

shel — Tue, 13 Oct 2009 21:24:00 GMT

The Mamas & Papas Midwife of the Year Awards 2009 has selected a Blackpool, Fylde and Wyre Hospitals NHS Foundation trust midwife whose work covers Blackpool Victoria hospital and Weeton Army Base.

Stars of Coronation Street and Hollyoaks celebrated midwife Carol Clayton’s victory in recognition of her tireless duty of care to the army base. Carol was nominated by army base mother Kirsty Charlton, whose husband serves in The King’s Division Army Band, for the ongoing care and compassion she showed the family after their baby Alex Clayton was born with a cleft palette.

New mother Kirsty received additional support for the nomination she made for the awards from all the new parents on the army base due to the exemplary care midwife Carol had shown them, including the delivery of infants to women who have spent their whole pregnancy waiting for the return of their soldier partners.

Kirsty Charlton said in her nomination: “I am a different women thanks to her. It is not just me who things she is amazing, there is a whole army camp rooting for her. Every single mother on the base has said it is her kind, selfless and compassionate nature that has helped them through difficult periods of their lives and given them the hope and strength they needed to carry on.

“Carol should be ‘midwife of the century’ but to win Midwife of the Year means as much to us and I am sure it will do to her. We can’t thank her enough’’.

Head of Midwifery at Blackpool, Fylde and Wyre Hospitals NHS Foundation Trust, Pauline Tschobotko, said: “This is wonderful news for Carol and for the department. She is an experienced, caring and conscientious midwife who is very thorough. Carol is a very calm and assured person and that obviously comes through to her patients because she is extremely well regarded by everyone.’’

The gala luncheon was hosted by Hollyoaks actress, TV personality and expectant mum-to-be, Terri Dwyer and attended by Coronation Street stars and new parents Tina O’Brien, Jack P Shepherd and Ryan Thomas.

Hospitals now on board with Baby Friendly Accreditation work too!

shel — Tue, 13 Oct 2009 19:58:00 GMT

Work towards Baby Friendly Accreditation for the two hospitals within the Blackpool and North Lancashire footprint has begun with the appointment of project leaders in each hospital this autumn. Plans at this stage are for the two hospitals to achieve full accreditation at around the same time as the two communities and children's centres of North Lancs and Blackpool do.

Work on 'Breastfeeding Outside the Home'

shel — Sun, 19 Jul 2009 13:59:00 GMT

Concerns associated with breastfeeding in public (such as embarrassment, and negative public attitudes) have been identified as one of the key barriers to breastfeeding. One of the standards to achieve the Baby Friendly Initiative is to provide women with information about places locally where breastfeeding is known to be welcomed. Our local project aims to encourage more businesses to become baby friendly and promote breastfeeding on their premises.

We aim to approach local businesses about their willingness to become baby friendly. Once agreement has been reached, a sticker identifying that ‘breastfeeding is welcome’ will be displayed. Lists of baby friendly premises will be provided to all women who have had a baby, and updated lists will be available on the project’s web page.

An art competition to design the baby friendly premises sticker was been launched in March 2008, with the aim of getting local engagaement and local involvement to help design a sticker that is eye catching, and includes the words ‘breastfeeding is welcome’. The entries were viewed at an event at Thornton Children's Centre in May, where key community personnel including a local councillor, local business owners, Baby Friendly Champions from the community and members of the Baby Friendly Project Board as well as local voluntary sector breastfeeding workers and breastfeeding mums, judged the entries to find a winner for each age category and an overall winner. The prizes were awarded at an informal ceremony at Blackpool's Shokk Children's Gym during May's Breastfeeding Awareness Week. Our overall winner was 10 year old James from Blackpool. The complete sticker design will be uploaded here once it is finished and stickers will be available upon request.

If you require any further information about this competition or the regular Art Competiton held annually in the area to commemorate Nations Breastfeeidng Awareness Week, please contact Jo Hankinson, Star Buddies Co-ordinator on 07754718000 or via jo@starbuddies.co.uk

In order to inform the work going forward and ensure that anything produced will be relevant and useful to breastfeeding Mums AND to local businesses, a survey to gather opinion has been launched. You can download the survey in our DOWNLOADS section to complete on paper and send back to our researcher at UCLAN, or by the miracles of modern technology you can click this link http://www.surveymonkey.com/s.aspx?sm=oXpGR15xN0Fnn1OM5BGxiw_3d_3d to complete an online version and submit from the comfort of your pc!

If you require more information about the 'Breastfeeding Welcome' sticker and the "Breastfeeding Outside the Home' Inititative, then please contact the Communications Team for the project, via comms@nwnwbabyfriendly.org.uk

Art Comp to help design sticker to promote "Breastfeeding Friendly" Places - a winner!

shel — Tue, 23 Jun 2009 06:45:00 GMT

A multi-disciplinary group of judges met at Thornton Children's Centre to judge the entries to the recent competition to design a Breastfeeding welcome sticker. Three age ranges (0-10, 11-17 and Adult) were judged and a winner from each category was chosen. An overall winner, James from Blackpool, aged 10, was chosen and a prize was awarded.

The winning design will now be used to produce a sticker that business premises throughout the area can display to let customers know that breastfeeding is welcomed by that business. The design will be available to upload from this site, and stickers will be avialable on request, once the design is finalised.

Breastfeeding Support Resources - other language versions

shel — Sat, 16 May 2009 13:29:00 GMT

Most people who work in maternity services or infant feeding, or who have themsleves recently had a baby, will have seen a variety of the breastfeeding printed materials available - for example locally we routinely use the square purple "Off to a Good Start" book, the NHS "Off to the Best Start" leaflet, the UNICEF / FSIDS "Sharing a Bed with Your Baby" leaflet and the UNICEF "Breastfeeding" pamphlet, as well as the Sterilisation leaflet.

All of these resources are available online - and often at no charge in hard copy if you call and request them - in a variety of languages ither than English - for example, Polish (as listed below) Lithuanian, Spanish, Russian, Portugese, French and so on as well as South Asian languages and others.

Listed below are some resources for the Polish speaker - but if you hunt online you can usually find versions in other languages too, so it's worth looking for the if you have a patient who doesn't read well in English.

http://www.healthscotland.com/uploads/documents/3363-BreastfeedingWebPolish.pdf.pdf

http://www.babyfriendly.org.uk/pdfs/polish/bot_polish.pdf

http://www.babyfriendly.org.uk/pdfs/polish/ster_polish.pdf

http://www.babyfriendly.org.uk/pdfs/polish/byb_polish.pdf

Sharing a bed with your baby A leaflet with information on the benefits and risks of bed sharing, designed to help parents make informed decisions about safely sharing a bed with their babies. Available in French, Portuguese, and Spanish. Unicef UK Baby Friendly Initiative June 2005

The Asian Helpline is a multilingual service run by the NSPCC for the UK's Asian communities. It provides counselling, information and advice to anyone concerned about a child at risk of ill treatment or abuse. Its qualified Asian Child Protection Officers will provide expert help and advice in five South Asian languages: Gujarati, Hindi, Punjabi, Bengali/Sylheti and Urdu. There is also a service in English that offers the same sensitivity towards cultural and religious issues. The NSPCC also offers help in the following languages: Arabic, Chinese, French, Greek, Italian, Somali, Spanish and Turkish.

http://www.nspcc.org.uk/helpandadvice/nspcchelpline/nspccasian/aboutasianhelpline/about_asian_helpline_wda59118.html

Breastfeeding The information in this leaflet will help you to breastfeed your baby. Breastfeeding provides the best possible food for your baby. By breastfeeding, you are giving your baby protection from a variety of infections and other illnesses. Available in Arabic, Bengali, Chinese, Farsi, French, Gujarati, Kurdish, Punjabi, Somali, Turkish and Urdu. Department of Health September 2004

http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_4084370

***-feeding information La Leche League International has breastfeeding information in Chinese, Italian, Russian and Spanish.

Feeding Your New Baby: Important information for mothers to be A leaflet for pregnant women with useful information to help you decide how to feed your baby and how to care for him or her in the early days. In Arabic, Bengali, Chinese, French, Gujarati, Hindi, Mirpuri, Portuguese, Punjabi, Somali, Spanish, Tamil, Turkish, Urdu, Vietnamese and Welsh.

No longer avialable in English, but may be downloaded online (for translation purposes)

http://www.babyfriendly.org.uk/page.asp?page=115&category=2

Breastfeeding Your Baby A leaflet for new mothers with useful information on how to breastfeed successfully, including positioning and attachment, tips for success and a section on expressing your breastmilk by hand. In Arabic, Bengali, Gujarati, Hindi, Mirpuri, Punjabi, Spanish, Tamil, Turkish and Urdu.

http://www.babyfriendly.org.uk/page.asp?page=115&category=1

Sterilising baby feeding equipment Information to help parents who have chosen to bottle feed their babies to do so as safely as possible. In Albanian, Bengali, Chinese, French, Hindi, Punjabi and Urdu.

http://www.babyfriendly.org.uk/page.asp?page=115&category=4

Preparing a bottle feed using baby milk powder Information to help parents who have chosen to bottle feed their babies to do so as safely as possible. In Albanian, Bengali, Chinese, French, Hindi, Punjabi and Urdu. Unicef UK Baby Friendly Initiative

http://www.babyfriendly.org.uk/page.asp?page=115&category=4

Weaning

Fun first foods: An easy guide to introducing solid foods This booklet gives information on the different stages of weaning with tips, advice and recipes. Available in Bengali, French, Mandarin, Polish, Russian, Turkish and Urdu. Health Scotland 2005

http://www.healthscotland.com/documents/303.aspx

'Breastfeeding Welcome' sticker / National BF Awareness Week 09 Competition Announced

shel — Sat, 14 Mar 2009 11:03:00 GMT

Concerns associated with breastfeeding in public (such as embarrassment, and negative public attitudes) have been identified as one of the key barriers to breastfeeding. One of the standards to achieve the BFI is to provide women with information about places locally where breastfeeding is known to be welcomed. Our local project aims to encourage more businesses to become baby friendly and promote breastfeeding on their premises.

An art competition to design the baby friendly premises sticker has been launched. We want people of all ages (young children through to adults) to design a sticker that is eye catching, and includes the words ‘breastfeeding is welcome’. Key community personnel (such as local councillors and teachers) will judge the entries and prizes will be awarded.

For more info, see the flyer for the art competition which is available to download from 'files' here http://nwnwbabyfriendly.org.uk/files/folders/54/download.aspx - and do get in touch if you still have any questions.

If you require any further information about the competition, please contact Jo Hankinson, Star Buddies Co-ordinator on 07754718000 or via jo@starbuddies.co.uk

New numbers for DH and BfN supporterline

shel — Sat, 14 Mar 2009 09:30:00 GMT

The new numbers are

National Breastfeeding Helpline 0300 100 0212

BfN Supporterline 0300 100 0210

Bengali / Sylheti Supporterline 0300 456 2421

The Government is recommending all NHS related numbers move to 0300 numbers. The BfN feel that the services provided by them should be kept in line with those being offered by the NHS, therefore this change is necessary. The NCT Breastfeeding line has already changed to a 0300 number, although the line is not well supported by local volunteers in our area.

In recent years there has been a lot of discussion and concern over call charges to helpline numbers. BfN have always used phone numbers with fixed rentals so they could budget for the cost of the helpline which includes facilities such as browser control and local routing of calls.

084 numbers cost the caller slightly more and that extra income is used to cover some of the costs of providing the service, BfN has never taken part in revenue sharing. By switching to an 0300 number, it is the helpline provider (e.g. BfN) and not the caller that bears the difference in cost between a standard call and 084 number.

A new range of numbers beginning 0300 has recently been released by Ofcom for the use of public sector bodies and not-for-profit organisations such as registered charities. These numbers will cost callers the same as calls to any phone number starting with 01 or 02, and price plans which offer 'inclusive minutes' will include calls to 0300 numbers. This applies to calls made from mobile phones as well as landlines.

For more information see:-

www.dh.gov.uk/en/News/Recentstories/DH_091891

and

http://www.breastfeedingnetwork.org.uk/new-helpline-numbers.html

Blackpool receives extra funding for breastfeeding work

shel — Sat, 07 Mar 2009 18:08:00 GMT

Blackpool has been awarded extra funding which it applied for under a special scheme announced during World Breastfeeding Week in August 2008. We learned last week that the bid had been successful.

An extra £2 million to help more women in England breastfeed, was announced by Public Health Minister Dawn Primarolo. The extra funding - to be spread amongst the 20 PCTs with the lowest current initiation rates will help improve the UK's breastfeeding rate, which is among the lowest in Europe, and in particular help mums in deprived areas.

The funding will help support hospitals in disadvantaged areas to achieve Unicef Baby-Friendly Status, a set of best practice standards for maternity units and community services on improving practice to promote, protect and support breastfeeding.

This Unicef initiative has a proven track record in raising breastfeeding rates in many countries. It will not only support mothers to start breastfeeding, but will help them to continue for longer through a range other grassroots initiatives, such as peer support groups to help mothers overcome breastfeeding difficulties.

The Government will monitor progress through measuring the prevalence of breastfeeding at six to eight weeks in all Primary Care Trusts as a key indicator of Child Health & Wellbeing PSA target.

The extra funding and services at community level are in addition to other activities initiated in 2008 to promote breastfeeding, including the launch of the new National Breastfeeding Helpline (0844 2090 920) and the launch of *** Buddy - a campaign to encourage women, especially those who are 16-25 years and from disadvantaged groups, to initiate and continue to breastfeed.

Unicef's Baby Friendly initiative tells mothers about the benefits of breastfeeding, trains staff to help women breastfeed, helps mums and babies to stay together 24 hours a day while they are in hospital and sets standards for breastfeeding support groups.

A £75 million social marketing campaign called Change4Life is due to be launched in Autumn 2008, which will focus on helping people to make healthier choices, and breastfeeding will be integral to the campaign.

Round up of regional action on breastfeeding - Q4 2008

shel — Sat, 07 Mar 2009 17:51:00 GMT

The Northwest achieved the highest percentage of infants with known breastfeeding status as a percentage of infants due a 6-8 week check for Q1 VSB11 reporting, this represents the best performance across all regions.

Primary Care Trusts that failed the validation criteria have all been contacted and reasons for failing have been discussed along with plans to improve.

Copies of the latest version of the validation criteria for 2008/09 have been shared with all relevant PCT staff.

12 out of 22 (54%) Northwest areas have selected NI53 in their Local Area Agreement. 8 areas have identified it as one of their national priorities and a further 4 have it as a local indicator.

Additional support has been offered to Local Area Agreement areas where NI 53 has been selected and the PCT failed the validation criteria at Q1.

A briefing paper has been provided to HCOP and C&YP LAA leads about NI53 including the latest information about the refresh process and the dates when Q2 data will be published.

A questionnaire has been sent to all PCTs to find out if there is an Infant Feeding Co-ordinator in post (both at the PCT and provider organisations), the wte for the post and the pay grade. Job descriptions have also been requested. The results of this mapping activity will be available for Nov 10^th.

Work is underway to promote the UNICEF Baby Friendly university standard award and to influence NW providers to ensure that, as a minimum, Standard 2 “All students are equipped with the knowledge and skills to support breastfeeding mothers” is fully met.

The progress of all Northwest PCTs and hospitals towards achieving Baby Friendly status was mapped in Dec 07 and this has now been updated.

3 sub-regional infant feeding coordinator networks have been established to ensure that all Infant Feeding Co-ordinators have access to peer support.

Work is underway with the regional Teenage Pregnancy Coordinator to produce some guidance relating to breastfeeding and teenage mums.

Although the NICE commissioning tool for breastfeeding peer support services has been welcomed it is becoming evident that a comprehensive commissioning toolkit for breastfeeding services is required. If there are no plans to produce one nationally this may be commissioned for the NW region to go alongside the NW Breastfeeding Framework.

A working group has been established to explore the feasibility of providing a regional solution to the issue of dealing with disseminating new and important information from formula milk representatives. Blackpool and North Lancashire PCTs have a best practice model in place (our 'Infant Feeding Information Team', which meets monthly) and it is hoped this can be replicated at a regional level.

North Lancs gets Baby Friendly Stage One Accreditation!

shel — Tue, 20 Jan 2009 13:48:00 GMT

On 19th December 2008, assessment for the Baby Friendly Stage One Accreditation for NHS North Lancashire and Children Centres took place, and we are happy to report that a verbal pass was given, to be confirmed in a written report due in a month or so's time.

NHS North Lancashire and Children Centres are the sixth PCT with Children Centres to have achieved Stage One accreditation (see http://www.babyfriendly.org.uk/htables/all_awards_list.asp scroll down through all the maternity facilities to reach the community section at the bottom of the page).

NHS Blackpool and Children Centres is already listed as having Stage One Accreditation having successfully passed the assessment last summer, however NHS North Lancashire and Children's Centres are still listed as at Certificate of Commitment at the moment: this will be updated shortly after we receive our formal written report.

A small celebration event is planned for 2nd April in Garstang, details to be announced.

Milk Banking in the news

shel — Wed, 07 Jan 2009 09:54:00 GMT

http://www.mirror.co.uk/life-style/kids-and-family/2009/01/07/could-you-donate-***-milk-to-another-woman-s-baby-115875-21021455/

Could you donate breastmilk to another woman’s baby?

By Louise Baty

"The thought of giving someone else’s child your breastmilk might sound strange but a national service is being set up to do just that. Your Life spent a day at a milk bank to see why they’re so vital..

New mum Clare Gold arrives at Queen Charlotte’s and Chelsea Hospital, West London, clutching baby Sam in one arm and swinging a heavy cool bag in the other.

She’s come with a delivery of her breastmilk for the hospital’s milk bank manager Gillian Weaver.

“This bag is really heavy because it’s full of frozen milk,” explains Clare, 34, of Rickmansworth, Herts. “The bottles have been in my freezer at home. I’ve cleared a whole shelf.”

The milk bank at Queen Charlotte’s celebrates its 70th anniversary this year and is one of just 17 NHS centres across the UK. This year also sees the centenary of the first-ever milk bank.

One baby in eight is born prematurely and the number who survive is rising – 22,000 need intensive care each year.

The service is under immense pressure. However, as each bank is run by separate NHS trusts, there were worries that babies might miss out, depending on where they were born.

Now the Department of Health has ordered its clinical watchdog NICE to draw up national guidelines to help improve safety and meet growing demand.

There’s a good reason why milk banks are so important.

Breastmilk is more easily digested by babies than formula and contains antibodies which boost their immune system.

It is also thought to be more beneficial in the long run. Studies show that babies who are breastfed are less likely to suffer sickness, asthma and eczema. And as premature babies have underdeveloped guts, *** milk can be essential for their survival.

But many new mums of premature babies cannot produce *** milk as their bodies aren’t sufficiently prepared.

In other cases, they’ve been so ill before or after the birth, they’re unable to breastfeed. That’s when the milk bank steps in.

“We have two groups of donors,” explains manager Gillian. “Some are new mums whose baby has established breastfeeding. They decide to help premature and sick babies in hospital by expressing milk to donate. Sometimes these are mums who have had a premature baby themselves. They will either bring the donations in to the hospital or we go and pick them up.

“The other group consists of mums whose baby has been in hospital and who have stored a large amount of breastmilk. When their baby goes home they donate whatever they won’t need.

“We give them lots of labelled sterile bottles into which they can express their milk and ask them to freeze it straightaway at home.”

Clare decided to become a donor after her baby son Sam was born two months premature and had problems feeding.

“Sam only weighed 3lbs 6oz,” she explains. “He was in an incubator and was so weak my husband Pete and I could only hold him for 10 minutes each day.

“The only thing we could do for him was make sure that he was fed so I expressed milk using a breastpump and it was then fed to him through a tube leading to his stomach for the first three weeks. That’s how we bonded with him.”

Thankfully, Sam is now five months old, a healthy 11lbs and Clare breastfeeds him herself.

As she produces more than he can drink, a nurse suggested that she donate her milk and she was more than willing. “It’s a great scheme,” she says.

Once the bottles of frozen milk arrive at the milk bank storage freezers, they are each meticulously screened by Gillian and her assistant Christina Worle. //'); //]]>

Babies can have breastmilk from any woman but if traces of harmful bacteria are detected, the donations will be binned.

During the 80s, many milk banks were shut down due to fears over HIV. However, donors are now all screened and all milk is heat-treated as it’s been proved that pasteurisation destroys the HIV.

Once the milk donations have been screened and pasteurised, they are refrozen and stored in huge freezers, ready for use.

The donations can be kept for up to six months and mums can only donate when their baby is under six months old – after that, their milk may be unsuitable for newborn babies.

Much of Gillian’s day is taken up on the phone liaising with other hospitals. With only 17 banks in the whole country each covers a large area. “This milk bank supplies up to 400 babies a year,” she says. “Only last week, we had two sets of twins both needing milk.”

She also spends time speaking on the phone – in confidence – to new and regular donors. “If they can’t bring their donations in, I’ll arrange for the milk to be collected from their home.”

Often premature or poorly babies are transferred to hospitals such as Queen Charlotte’s to receive the right care. Once they are strong enough, they will be sent back to the original hospital by ambulance – along with a supply of donor milk if they still need it.

It’s a tricky and time-consuming process usually requiring two nurses to go with the incubator while Gillian supervises the transfer of the donor milk.

First-time mum Natalie Walker brings her four-month-old son Seth to see Gillian. It is a poignant reunion.

Seth’s life hung in the balance when he was born nine weeks premature after Natalie, 29, of Brook Green, West London, developed deadly pre-eclampsia during pregnancy.

“It was so scary,” she says. “Seth was just 2lbs 2oz at birth. He looked like a baby bird.”

While Seth was kept alive in an incubator in the Neonatal Unit at Queen Charlotte’s, Natalie was fighting her own battle.

“My blood pressure was very high and I was seriously ill,” she says. “Seth needed to be fed through a tube but there was no way I could express milk for him. When the nurses explained that he could be given donor milk I was so relieved he could be helped.”

After two weeks, Natalie was well enough to express her own milk but it was another three weeks before Seth was strong enough to breastfeed. After that, Natalie and her husband Matt could at last take him home.

Now thriving, Gillian says he’s a great example of the essential work done by the milk bank.

“One of the most rewarding things about this job is when a baby has received donated milk and the mum is able to take over,” she says.

Although Gillian has been running the bank for 20 years, she says that each day is different.

“It can be emotional,” she says. “Even some mums who lose their babies carry on donating milk.”

And she’s keen to stress that donors do not receive any financial reward for their gift.

“I feel very privileged to work with these amazing women,” she says. “At a busy time in their lives, with new babies, they are making time to help others.”

Visit www.ukamb.org if you are a mum of a baby under six months old and you would like to become a milk donor. Financial donations can also be made via the website."

Free DVD 'From Bump to Breastfeeding' for all pregnant women

shel — Thu, 27 Nov 2008 12:15:00 GMT

Pregnant women all over the region will be given a free copy of the new DVD "from bump to breastfeeding’ by the charity Best Beginnings, during an ante-natal appointment with their midwife, during the next twelve months. It can be watched in English, subtitled English, British Sign Language, Urdu, Bengali, Somali, and Polish.

Best Beginnings, a child health charity, gave “”birth” to the idea of developing and producing a free DVD addressing breastfeeding for all pregnant and new mums. The 35-minute film has been developed in collaboration with the Department of Health. The DVD has been funded by the Department of Health, NHS Health Scotland, Welsh Assembly Government, Health promotion agencies in Northern Ireland and the Tedworth Charitable Trust.

Best Beginnings founder & CEO Alison Baum said:

“Despite previous work promoting the huge benefits of breastfeeding, the reality is that for most young women, especially those from socially disadvantaged backgrounds, bottle feeding is still the norm. The focus groups involved in creating the DVD helped to highlight the barriers pregnant women face when considering how to feed their new born child, such as:

I think breastfeeding is rare that’s a barrier for me. Especially around our area. Pregnant mother, Birmingham

‘’My problem is I’m not a very good reader, I learn by either being shown, you know someone sitting there doing a practical demonstration or someone doing the demonstration on you, I don’t like reading, I hate reading.’’ Pregnant woman, Hertfordshire

“Most people know that it is better for the baby, but you need a bit of confidence to try it.” Pregnant mother, Northumberland

The new DVD ‘from bump to breastfeeding – following real mothers' stories to find out how’ provides a source of support for women, that is visual and does not have the usual time constraints of a busy antenatal clinic. The mother can feel in control of the knowledge that she can access at her own pace and in her own time.

The DVD seeks to reassure women about their concerns with breastfeeding and to encourage them to choose breastfeeding over bottle feeding. BAFTA award winning filmmaker Jacqueline Smith is responsible for producing the fly-on-the-wall documentary-style DVD, featuring nine women and following their breastfeeding journeys. The film explores their expectations’ and concerns as they prepare to have a baby, their experiences of learning how to breastfeed and the places they go to for breastfeeding support. The film also looks at the women’s different experiences of introducing other food to their children. One of the women featured in the DVD is England and Arsenal footballer Theo Walcott’s sister Hollie. The primary objective of the DVD is to encourage mums to breastfeed, emphasise the importance of breastfeeding and ultimately help increase breastfeeding rates in England and the rest of the UK. In 2005, 78 per cent of mothers began breastfeeding but a third of these women had stopped by six weeks.

Breastfeeding is a key priority for the Government. The Department of Health recommends exclusive breastfeeding up to the age of six months, with continued breastfeeding, alongside other food and drink after six months, however there are significant social inequalities in infant feeding practices in the UK; 76% of women start to breastfeed, but for mothers under 20 years old, the figure is just 51% and by 6 weeks, only 14% of mothers under 20 years old are giving their baby *** milk1 *** milk gives babies all the nutrients they need for the first six months of life and helps protect them from infection and diseases, such as gastro-intestinal infections, ear infections, urine infections, eczema and obesity in later childhood.

Dawn Primarolo, Public Health Minister, said:

“The DVD will appeal to all women who are having a baby as it follows ordinary women on their breastfeeding journey and addresses hopes and concerns that are relevant to all. The DVD demonstrates breastfeeding as the normal and natural way to feed a baby and will support mums to continue to breastfeed and help them give their baby the best start in life.”

Ms. Baum added:

“Only with accurate information and practical support can there be real choice for families about how to feed their babies. I am proud to have helped create the DVD, which will enable more mothers across the UK to have the information and reach out for support so they can enjoy breastfeeding their babies for as long as they wish.”

Singer Charlotte Church, who breastfed her daughter Ruby, said: “I think this is a really helpful DVD for mothers. “It will be great for new mothers to hear the voices of real mums sharing their breastfeeding experiences.

“I think it’s so important that there is as much information as possible to help mums prepare for breastfeeding, which I think is such a fantastic experience for mum and baby.”

Janet Fyle, the Royal College of Midwives’ professional policy advisor, said:

“Breastfeeding rates in the UK are among the lowest in Europe. This DVD is a powerful tool to reach out to young women from all social backgrounds. Midwives will be signposting women to watch the DVD and will discuss its content and ideas about breastfeeding with them.”

A renowned panel of healthcare professionals and breastfeeding experts have advised on the DVD’s content, which meets UNICEF’s UK Baby-Friendly Standards. The DVD was also tested during development with focus groups of women, including pregnant teenagers and women from socially disadvantaged and vulnerable groups.

The DVD is a unique collaboration between the Government and Best Beginnings, voluntary organisations and all the relevant royal colleges: The Royal College of Midwives; The Royal College of Nursing; The Royal College of Obstetricians and Gynaecologists; The Royal College of Paediatrics and Child Health; The Royal College of General Practitioners; and Community Practitioners and Health Visitors' Association. More than 50 stakeholders have been involved in the development of the DVD’s content.

For more information or to view the DVD online from Best Beginning’s website, visit http://www.bestbeginnings.info/video/ or www.breastfeeding.nhs.uk.

"Hospitals with the Baby Friendly Award see a 28% increase in breastfeeding"

shel — Thu, 27 Nov 2008 11:52:00 GMT

As we have rpreviously reported on this blog, guidance was issued by the National Institute for health and Clinical Excellence (NICE) in 2006 that all maternity units and community settings within the NHS should work towards achieving the award, but England still lags behind other UK countries and much of Europe.

Of course in Blackpool and North Lancashire we are on the case and progess is being made in the move towards Baby Friendly Accreditation for both Primary Care Trusts, (community) and also in Children's Centres throughout the patch. The hospitals serving the area (Blackpool Victoria, Royal Lancaster and Royal Preston) have yet to announce their commitment to becime Baby Friendly, but that is the long term intention.

In fact they are not alone: only 26 maternity units out of 238 have the full Baby Friendly Award, which is around 11 per cent of the hopsitals with maternity units in England.

Nationally, around three quarters of mothers start breastfeeding but a third have stopped by the time the baby reaches six weeks of age, despite guidelines saying babies should be fed naturally for the first six months exclusively if possible.

In our locality, the current figures are just over 60% initiating breastfeeding in North Lancashire, and just over 50% in Blackpool. Sadly, the figures for Blackpool have dropped to somewhere between 15 and 20% of babies receiving any breastmilk at just 6-8 weeks of age - so two thirds of those who started breastfeeding will have stopped, compared with the national average of one third), so obviously there will be only a small group of babies still exclusovely breastfed at 6 months of age.

The Baby Friendly Initiative takes a 'no blame' approach with mother's giving information to make their own choice without pressure to breastfeed; as we have staed previously, any locality going for the Baby Friendy award must also comply with international guidance that bans the promotion of bottle feed formula and ensure that they do not sell formula on site. There are also standards to support women to continue breastfeeding once they are discharged from hospital.

Anne Woods, Deputy Director of the Unicef UK Baby Friendly Initiative, speaking from the annual conference in Glasgow this week, said: "There is evidence that being Baby Friendly makes the big difference: we see that those who are working towards accreditation don't get the increase in breastfeeding statistics - because it is the impact of the external evaluation that makes the difference. Of course if the ten steps are in place this will make some difference – it is like a jigsaw and these are the pieces you need to put in place. The reason that many units have not got the award is because it is hard work. But it is a globally recognised, prestigious award, and it is demonstrating an excellent standard of care."

In hospitals that have the Baby Friendly accreditation, 28% more babies are breastfed, she said.

The NICE guidance points out that increasing breastfeeding rates benefits hospitals and communities financially because after three to four years there is a corresponding drop in childhood illness.

Two weeks ago the Dept of Health invited 50 primary care trusts at the bottom of the league for breastfeeding initiation to apply for a share of £4m to implement Baby Friendly standards.

Advice issued on soya-based infant formulas

shel — Thu, 27 Nov 2008 11:50:00 GMT

The Chief Medical Officer has reiterated advice that soya-based infant formulas should not be used as the first choice for the management of infants with proven cow’s milk sensitivity, lactose intolerance, galactokinase deficiency and galactosaemia. Soya-based formulas have a high phytoestrogen content, which could pose a risk to the long-term reproductive health of infants, according to a 2003 report from the Committee on Toxicity (COT), an independent scientific committee that advises the Department of Health and other government agencies.

Furthermore, the Scientific Advisory Committee on Nutrition (SACN), another independent advisory body, has advised that there is no particular health benefit associated with the consumption of soya-based infant formula by infants who are healthy (no clinically diagnosed conditions). SACN also advised there is no unique clinical condition that particularly requires the use of soya-based infant formulas. As an alternative to soya-based products, more appropriate hydrolysed protein formulas are available and can be prescribed.

Soya-based formulas should only be used in exceptional circumstances to ensure adequate nutrition. For example, they may be given to infants of vegan parents who are not ***-feeding or infants who find alternatives unacceptable.

http://www.dh.gov.uk/en/Publicationsandstatistics/Lettersandcirculars/CMOupdate/DH_4070172

RESEARCH UPDATES FROM BABY FRIENDLY

shel — Thu, 27 Nov 2008 11:05:00 GMT

Breastfeeding protects against childhood overweight and obesity
The Millennium Cohort Study is prospectively studying a large group of infants born in the new millennium from around the UK. 13,188 of these infants were followed up aged 3 years, to assess individual, family, community or local area factors (described as an ecological systems approach) which were likely to increase the risk of childhood obesity. 23% of 3-year-old children were found by the study to be overweight (18%) or obese (5%). A range of individual and family factors was found to influence this, including not breastfeeding, breastfeeding for 4 months or less and introduction of a solid diet before 4 months of age. The study was able to monitor the cumulative influence of risk factors, such as infant feeding practices or maternal employment patterns, on later overweight. The authors suggest that most risk factors for early childhood overweight are modifiable and they recommend policies and interventions which provide parents with an environment to support healthy behaviours for themselves and their children. They acknowledge current international support to increase breastfeeding rates with the aim for mothers to exclusively breastfeed for six months. They also acknowledge the development of the WHO Child Growth Standard and the endorsement of the adoption of this standard by the cross-government Obesity Strategy for England.

Sherburne Hawkins S, Cole TJ, Law C (2008) An ecological systems approach to examining risk factors for early childhood overweight: findings from the UK Millennium Cohort Study. J. Epidemiol. Community Health published online 18 Sep 2008; 10.1136/jech.2008.077917

Two papers from the USA highlight importance of Baby Friendly practices
As part of a wider study (1), researchers reviewed the impact of a number of factors including six “Baby-Friendly” practices (breastfeeding initiation within one hour of birth, giving only breastmilk, rooming-in, breastfeeding on demand, no pacifiers, fostering breastfeeding support groups) on a sample of 1907 mothers who planned to breastfeed for more than two months. The main outcome measure was breastfeeding cessation before six weeks. Only 8% of the mothers experienced all of the above practices. The practices most consistently associated with sustained breastfeeding beyond six weeks were initiation of breastfeeding within one hour of birth, giving only breastmilk, and not using pacifiers. Mothers who experienced none of the above practices were 13 times more likely to cease breastfeeding than those who experienced them all.

A second paper (2), using findings from the same study, analysed data collected by questionnaire from 1323 mothers at around 2, 3, 4, 5, 6, 7, 9, 10.5 and 12 months following the birth. At each time point mothers were asked to rate the importance of a potential total of 32 reasons for their decision to stop breastfeeding. The researchers found that one of the most common reasons (consistently in the top three) for breastfeeding cessation, regardless of the age of the baby, was the perception that their infant was not satisfied by breastmilk alone. This was particularly notable amongst mothers from low income groups. They suggest that this knowledge should be helpful to health-care professionals in helping mothers to overcome barriers to breastfeeding.

1. DiGirolamo AM, Grummer-Strawn LM, Fein SB (2008) Effect of Maternity-Care Practices on Breastfeeding. Pediatrics; 122(Supplement_2): S43-S49

2. Li R, Fein SB, Chen J, Grummer-Strawn LM (2008) Why Mothers Stop Breastfeeding: Mothers' Self-reported Reasons for Stopping During the First Year. Pediatrics; 122(Supplement_2): S69-S76

Systematic review of interventions to support breastfeeding in neonatal units
A review was carried out to identify interventions which support breastfeeding or breastmilk feeding for infants in neonatal units. 86 studies were identified of which 27 fulfilled the inclusion criteria and were culturally applicable in the UK. The authors found that variations in the type of study and outcomes measured resulted in a lack of clarity about what would be likely to work best. However they were able to conclude that skin-to-skin contact and additional postnatal support seemed to be most effective in supporting breastfeeding outcomes. It was noted that use of galactogogues in mothers who are unable to produce sufficient milk for their baby may help to increase milk supply. The researchers were unable to identify a significant effect from other practices, such as cup-feeding, on breastfeeding mainly because of a lack of research but also because few studies followed up the population beyond discharge from the unit. They conclude that further research is needed to explore the barriers to breastfeeding in this group of babies, and to identify which interventions are most likely to lead to an improvement in breastfeeding outcomes.

McInnes RJ, Chambers J (2008) Infants admitted to neonatal units--interventions to improve breastfeeding outcomes: a systematic review 1990-2007. Matern Child Nutr; 4: 235.

Scientific Advisory Committee on Nutrition Publishes Report on 'Good Night' Milk Products

shel — Thu, 27 Nov 2008 11:02:00 GMT

Following increasing concern from health professionals and organisations, including UNICEF UK, regarding the sale and marketing of ‘Good Night' milks in the UK, the Department of Health asked the Scientific Advisory Committee on Nutrition (SACN) to look at the potential effects of these milks on the health and wellbeing of infants. ‘Good Night’ milks are follow-on milks with added ingredients such as cereals and claim to help babies "settle" before bedtime.

The full SACN's report is available to download here, but the conclusions it makes are extremely clear. It states that:

- The Committee is concerned that the claims made could undermine breastfeeding, as either product could replace or displace the night-time breastfeed. In light of the current recommendations to continue breastfeeding beyond six months, the Committee considers both products to be breastmilk substitutes, which should be labelled and marketed appropriately.

- The Committee was unable to identify any published scientific evidence to support a claim that “Good Night” milks offer nutritional or other health advantage over the use of infant formula or follow-on formula.

- The Committee is concerned that the use of these products to “settle” babies at night could promote poor dental hygiene.

- The Committee does not agree with HiPP Organic’s statement that its product is suitable for young children as an alternative to the evening meal.

Dads in Blackpool share views on breastfeeding

shel — Fri, 24 Oct 2008 11:26:00 GMT

This article appeared in the Blackpool Citizen Newspaper

Dads gave their thoughts on breastfeeding to listeners at a special presentation event at Blackpool Victoria Hospital.

Members of the Revoe Children’s Centre Dads Club, run by Blackpool Council, gave their views on breastfeeding after the success of a breastfeeding awareness week competition.

For the competition they designed t-shirts to promote breastfeeding and they are now hoping to promote the message of being a supportive father to breastfeeding mothers.

Suzanne Seddon, Family Engagement Officer, spoke to members of staff and the public about the projects that the group has been doing, after being invited to the hospital by Lead Midwife, Angela Fletcher.

Sue said: “All the dads have different opinions and that’s why we are here today, to see what they think.

"We want to say a big thank you to Angela for inviting us here, we are really grateful and the dads have worked so hard and they have great opinions on everything.

"It’s such a boost for us to be able to speak at an event like this with people like the dads, who are actually first hand experiencing these issues, being able to have their say.”

Dad, Ted Melling, said: “There are things dads can do for mothers when they are breastfeeding to help, such as keeping other children occupied and out of the way, or offering mothers a cup of tea, and that way dads can have an input too.”

Dad, Alan Kennedy, said: “Dads can feel embarrassed about breastfeeding so I think it would be good to give them a leaflet that’s designed just for them.”

Dad, Mark Floyd, said: “If there was more information for dads it would be easier for mums to breastfeed in public and it should make them feel more comfortable.”

The Star Buddies also spoke at the event. They are a group of volunteer women who have their own children and offer their experiences and a friendly face to new mothers on the wards at Blackpool Victoria Hospital.

Infant Feeding and Star Buddies co-ordinator, Mary Whitmore said: “Nationally, there’s very little material for dads about *** feeding but they can do a lot to help their partners.

"I think it’s really exciting what the Revoe Children’s Centre Dads Club has done.”

There is more information available about the Star Buddies at www.starbuddies.co.uk.

Enhanced support to go Baby Friendly

shel — Wed, 22 Oct 2008 09:07:00 GMT

The UNICEF UK Baby Friendly Initiative has completed its review of the standards and assessment process for community health-care providers. The final document, outlining the renamed and revised Seven Point Plan for Sustaining Breastfeeding in the Community, is now available to download from the Baby Friendly Initiative website.

With more encouragement than ever before for hospitals and PCTs to go ‘Baby Friendly’, UNICEF UK has started planning an enhanced package of materials and services to enable better strategic planning and implementation of the standards. Strategic planning support, a new project management course, an enhanced training-for-trainers package – including teaching materials and assessment of teaching – and better audit training and supervision are all planned.

The Baby Friendly Conference: Glasgow - 26-27 November

Those attending the Baby Friendly Initiative conference in November will hear Anne Woods, Deputy Programme Director, outline the proposals and then be able to have their say about what they feel is needed via our survey of conference delegates.

The Baby Friendly Conference will also include presentations on the outcomes of the Baby Friendly Community Initiative Review, Biological Nurturing, best practice for breastfeeding on neonatal units, the latest evidence on bed sharing, neonatal hypoglycaemia, peer support and much, much more.

Two papers from the USA highlight importance of Baby Friendly practices

shel — Wed, 22 Oct 2008 09:04:00 GMT

As part of a wider study (1), researchers reviewed the impact of a number of factors including six “Baby-Friendly” practices (breastfeeding initiation within one hour of birth, giving only breastmilk, rooming-in, breastfeeding on demand, no pacifiers, fostering breastfeeding support groups) on a sample of 1907 mothers who planned to breastfeed for more than two months. The main outcome measure was breastfeeding cessation before six weeks. Only 8% of the mothers experienced all of the above practices. The practices most consistently associated with sustained breastfeeding beyond six weeks were initiation of breastfeeding within one hour of birth, giving only breastmilk, and not using pacifiers. Mothers who experienced none of the above practices were 13 times more likely to cease breastfeeding than those who experienced them all.

1. DiGirolamo AM, Grummer-Strawn LM, Fein SB (2008) Effect of Maternity-Care Practices on Breastfeeding. Pediatrics; 122(Supplement_2): S43-S49

2. Li R, Fein SB, Chen J, Grummer-Strawn LM (2008) Why Mothers Stop Breastfeeding: Mothers' Self-reported Reasons for Stopping During the First Year. Pediatrics; 122(Supplement_2): S69-S76

Blackpool's Stage One Baby Friendly Achievement Celebration

shel — Tue, 07 Oct 2008 15:10:00 GMT

Today, Tuesday 7th October, St Cuthbert's Children Centre, individuals from a variety of settings and levels of involvement, met at St Cuthbert's and Palatine Children's Centre to celebrate the achievements made by NHS Blackpool together with Blackpool Children's Centres - which are run by Blackpool Council - in successfuly passing Stage One of the Baby Friendly Accreditation process.

The event - which was attended by staff from NHS Blackpool, Blackpool Council, Blackpool Fylde and Wyre Hospitals inlcuding midwives, health visitors and children's centre staff as well as managers; voluntary sector workers in the form of 'Star Buddies'; and also the familes of Fathers taking part in a community art project based on breastfeeding which took place at Revoe Children's Centre earlier in the year, and others - kicked off with lunch and networking.

The audience of 45+ guests including lots of children brought by the Peer Supporters and the Revoe fathers group, enjoyed hearing brief updates from various speakers, including Mary Whitmore, Infant Feeding Consultant for the Trust, Angela Wilson (Health Visitor Manager), Helen Cook, the Manager of St Cuthbert's and Palatine Children's Centre, Dawn Burrowes and Jo Hankinson who spoke about the Star Buddies Peer support work on the wards at Blackpool Vic, and Liz Nunez who spoke about the Star Buddies one to one support out in the community. Pauline Tschbotko, Midwifery Lead at the hospital was there to give an update on behalf of the Acute Trust and also presented certificates to some of the recently trained peer supporters. Shel Banks spoke about the Blackpool Mothers' Milk Depot which is based at St Cuthberts's, and about milk banking in general. Director of Public Health Dr Arif Rajpura spoke on behalf of the PCT and went on to award certificates and prizes to the Revoe Fathers' group for winning the BfN Breastfeeding Art Competition back in May.

We were also lucky enough to have Lorna Hartwell, who is Infant Feeding Best Practice Adviser for the Department of Health, to give the DoH perspective on BabyFriendly, and the achievements locally.

The event ended with a summing up from Mary Whitmore, a beautiful celebration cake - depicting a happy looking baby sitting on the 4th of 7 steps - was cut, and the attendees were given more valuable networking opportunities.

There was a real feeling of engagement with the project, and it was fantastic to hear about so many diverse activities going on in the area under the umbrella of improving the health outcomes of our population by encouraging and supporting breastfeeding, and educating all parents-to-be about infant feeding.

Next - North Lancashire are due to go for Stage One in the Autumn, so hopefully a similar event will be taking place in the North Lancs part of NWNW in the New Year! Watch this space.

New name for North Lancashire Training Primary Care Trust

shel — Mon, 29 Sep 2008 09:49:00 GMT

Following the national trend, North Lancashire Training Primary Care Trust has also rebranded, and will henceforth be known as NHS North Lancashire - which in addition to making it a simpler term for patients to understand nothing else, is far easier to type out!

Blackpool PCT now known as NHS Blackpool

shel — Wed, 17 Sep 2008 09:24:00 GMT

Patient friendly identity for local healthcare services

Blackpool Primary Care Trust is adopting a more user-friendly identity.

In line with national guidance, it has joined healthcare organisations across the country in adopting a new, simpler name. It will now be known as NHS Blackpool.

Chairman of NHS Blackpool, Roy Fisher explained: “The new identity will help us to position the Trust as the local leader of the NHS, and support our vision to improve the health and wellbeing of every person living in Blackpool.

“They want to know that healthcare services are there if and when they, their family or friends need them. NHS Blackpool is responsible for ensuring those services are in place and meet those individual needs.

“We want our local community to gain a better understanding of what we do. As NHS Blackpool, we will continue to drive and shape local health services, now and for the future. Our healthcare professionals are all working extremely hard to provide healthcare where and when it is needed, in high quality facilities.

“The NHS is not just about treating illness. It is about adding years to life and life to years and this is what we want to achieve for our patients and public. We believe the new identity will play a crucial role in helping the community to identify with our objectives.

“Within Blackpool, we know we cannot achieve our goals in isolation. We will continue to work with our partners to improve the health and health services for local people in the future and I would like to take this opportunity to thank them all for their invaluable support to date.”

The Trust’s new identity includes the logo first introduced across the town three years ago for the ‘Blackpool Life: Rise to the Challenge’ campaign, aimed at encouraging healthier lifestyles.

The campaign and logo was adopted by The Gazette, which gave its backing to the campaign throughout its lifespan, urging readers to ‘Rise to the Challenge’.

Added Roy: “The logo symbolises family, across the generations. The message, ‘Health … at the heart of life in Blackpool’ says it all. “

Useful resource for Lancaster and Morecambe

shel — Wed, 17 Sep 2008 08:59:00 GMT

We have come across a website called Baby Maze which has some useful information about goings on in Lancaster and Morecambe for families - including a handy list of all the Children's Centres

http://www.babymaze.co.uk/childrenscentres.asp