Good for baby, good for mum, says HPA
The Health Promotion Agency for Northern Ireland (HPA) is encouraging everyone here to give their support to breastfeeding mums as it launches a major information campaign today with a range of television, radio, bus, poster and press advertising.
The campaign aims to raise awareness of the health benefits of breastfeeding and urge the public, including partners, family and friends, to encourage and support breastfeeding mums.
Janet Calvert, Regional Breastfeeding Coordinator for the HPA, said: “Mothers need and value support for their decision to breastfeed and if they feel they are getting this support from partners, family and friends they are more likely to continue feeding their baby this way. Sticking with the decision isn’t always easy, especially if a mum is feeling unsupported in her choice.
“Research has shown that public attitudes to breastfeeding, and knowledge about its importance to health, are improving, particularly in relation to awareness that breastfed babies are more resistant to infections and at less risk of developing allergies. This increase in awareness is most notable among prospective fathers, and has the potential to improve breastfeeding outcomes as a partner’s knowledge and attitude to breastfeeding is seen as important in sustaining the mother’s decision to breastfeed.¹”
As a result the HPA has gone out of its way to ensure the importance of this health issue reaches men. It has developed new posters and press advertisements promoting the breastfeeding message specifically with men in mind. These thought provoking images will appear in the sports sections of local press and will be placed in the male washrooms of over 200 entertainment venues across Northern Ireland.
Janet continued: “Breastfeeding has many health benefits for both baby and mum. Breastfed babies are less likely to have many illnesses, including stomach, chest and ear infections, as well as asthma, diabetes and obesity. Breast milk protects premature babies against serious bowel disorders and ensures better eyesight and brain development. Mothers who breastfeed have a lower risk of developing ovarian and breast cancer, and osteoporosis in later life.”
Recent research has also revealed that in Northern Ireland there has been a rise of almost 10% in the rate of babies being breastfed at birth, with 63% breastfed in 2005 compared to 54% in 2000. However, breastfeeding rates here are consistently lower than the rest of the UK and continue to be one of the lowest in Europe.²
Janet concluded: “All mothers who want to breastfeed deserve the best chance of having a long and positive breastfeeding experience. The longer a baby is breastfed the more he or she will benefit. Support is also available from the health service, voluntary groups and almost 50 breastfeeding support groups throughout Northern Ireland.”
Information about breastfeeding support groups and further information on this issue can be found on the HPA’s breastfeeding website www.breastfedbabies.org
The television and radio advertising will run from today until 6 March 2007.
END
Notes to the editor:
There will be a media facility at the Health Promotion Agency on Wednesday 7 February when Janet Calvert, Regional Breastfeeding Coordinator, will be available for interview.
¹ Swanson V, Power G. Initiation and continuation of breastfeeding: theory of planned behaviour. Journal of Advance Nursing 2005: 50 (3): 272 – 282
² The Information Centre. Infant feeding survey 2005: Early results. London: The Information Centre, 2006.
For further information contact:
Jenny Dougan on 028 9031 1611
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