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)