NWNWBabyFriendly

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.