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HPA campaign
to break down the barriers to breastfeeding in public
The Health Promotion Agency (HPA) is to launch its second
Northern Ireland campaign to break down the social barriers
to breastfeeding in public and highlight the health benefits
gained from breastfeeding.
A television and radio campaign will run
from Tuesday 1 February to the end of February 2005, promoting
the fact
that breastfeeding is ‘good for baby and good for mum’.
Alongside this there will be a poster campaign displayed
on buses with the image of a mother and her baby boy posing
the question, ‘Other people can eat here, so why can’t
he?’
Janet Calvert, Regional Breastfeeding Coordinator with the
HPA said:
“Northern Ireland has the lowest breastfeeding rates in the
UK with just over half of new mothers starting to breastfeed.
This number reduces rapidly over time so that by six weeks
it is 25% and by six months it is down to 10%. Compare this
to England and Wales where 70% of mothers are breastfeeding
their babies from birth1. The absence of a ‘breastfeeding
culture’ in Northern Ireland is due mainly to the fact
that most people have little or no direct experience of breastfeeding
here.
“This has led to a number of barriers
including a lack of support, feeling embarrassed and negative
attitudes
towards breastfeeding in public places. However the first
HPA breastfeeding campaign which was launched last year was
well received and already appears to be having a positive
impact on public perceptions.”
The HPA launched its first regional breastfeeding campaign
in May 2004. Research carried out by the Agency since the
campaign showed that over half of those questioned who had
seen the poster advertising said they found it thought provoking
and 7 out of 10 said they would be more sympathetic to breastfeeding
mums in public in the future, after seeing the advertising.
Almost 7 out of 10 who had seen the television advertising
found it thought provoking.
Janet continued: “Breastfeeding is
widely acknowledged to be the best way to feed a baby.
The health benefits to
both mother and child cannot be overstated. Breastfed babies
have a lower risk of ear, chest and stomach infections and
allergies such as asthma and eczema. Research has also shown
that breastfed babies have improved mental development and
that the benefits of breastfeeding continue well into childhood
and adulthood with a reduction in childhood diabetes and
obesity and lower risk of high blood pressure and heart disease
in later life.
For the mother the benefits include a reduced
risk of breast and ovarian cancer and osteoporosis. We
hope the message
that breastfeeding is good for baby and good for mum will
continue to have an impact on public opinion in Northern
Ireland.”
1 Source – Hamlyn B, Brooker S, Oleinikova
K, Wands S. Infant Feeding 2000.
END
Notes
to the editor
- There
will be a media facility from 11.00am – 12.30pm
at the HPA, 18 Ormeau Avenue, Belfast on Tuesday 1 February
2005. Janet Calvert, Breastfeeding Coordinator, HPA will
be available for interview and there will be an opportunity
to view the television advertisement.
- National Breastfeeding
Awareness Week commences on 8 May 2005 and the HPA will
be hosting the annual regional
breastfeeding conference on Tuesday 17 May 2005.
- The
HPA have a website dedicated to breastfeeding, which
can be accessed at www.breastfedbabies.org.
For
further information contact
Rosie McGaughey or Jenny Dougan on 028 9031 1611 or 9031 1514.
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