| HPA breaks new ground by bringing breastfeeding into
the spotlight
The Health Promotion Agency (HPA) has broken new ground
by bringing breastfeeding into the spotlight with the launch
of the first regional public information campaign on breastfeeding.
This campaign aims to raise public awareness about the health
benefits for both baby and mum and to normalise breastfeeding
so it becomes socially acceptable here.
Research carried out by the HPA shows that over one third
of people here consider breastfeeding to be embarrassing
and over half feel breastfeeding should not be seen in public.
Perhaps these attitudes are why we have the lowest rate of
breastfeeding in the UK and one of the lowest in Europe.
Speaking at the launch Janet Calvert, Regional
Breastfeeding Coordinator with the HPA, said: “Research
shows that many mums are keen to breastfeed and to make
it part of their
daily routine. Not only is it the best food a baby can get
it is also good for mum too. However, research also shows
that while some know the health benefits of breastfeeding
there is still only a vague awareness among the public including
young mums-to-be about how good this type of feeding is for
both mum and baby. The benefits for mum include a reduced
risk of certain cancers and a reduced risk of developing
osteoporosis. For babies the benefits include a reduction
in the risk of developing ear, chest and urinary infections
and they are less likely to develop childhood obesity and
diabetes.”
The campaign has been made exclusively for the Northern
Ireland public incorporating a mix of television, radio and
bus advertising as well as support materials in health service
facilities. The health benefits of breastfeeding are addressed
in the television advertising while the radio and bus poster
advertising highlight the need to be supportive to mums who
want to breastfeed their babies.
Janet continued: “Our primary target
group includes all women of child bearing age, especially
those young women
who are least likely to breastfeed and the second target
group is the general public - particularly partners and family
members of potential mums. We hope that by providing this
information people will realise that a mother who breastfeeds
her baby is making a significant contribution to the health
and wellbeing of society.”
Businesses,
such as stores, restaurants and coffee shops also need
to play their part in helping to normalise and
support breastfeeding in public. The National Childbirth
Trust recently distributed over 125 brief questionnaires
to Belfast
based premises asking whether or not they would welcome a
breastfeeding mum. This was with a view to developing a breastfeeding
friendly guide for parents. Only two businesses replied,
which underlines the difficulties surrounding breastfeeding
here - it is not necessarily well received in public places.
Janet concluded: “On a positive note, much work has
already been undertaken within the health, community and
voluntary sectors here. There have been significant improvements
to breastfeeding support in many hospital and community trusts
with Baby Friendly and Sure Start initiatives, training in
breastfeeding management along with the establishment of
breastfeeding support groups and peer support programmes.
However we still have a long way to go. It is hoped that
this mass media campaign will get the message across to everyone
in Northern Ireland that breastfeeding is good for baby – good
for mum.”
The television advertising will be broadcast early this
evening. The campaign commences today and will run until
the end of May 2004.
END
Notes
to the editor
The launch takes place at the HPA, 18 Ormeau Avenue, Belfast
on Wednesday 5 May at 10.30am. A media facility will be available
from 11.15am when Janet Calvert, Regional Breastfeeding Coordinator
for Northern Ireland, will be available for interview along
with mum and baby for interviews and / or photographs.
Health Promotion Agency for Northern Ireland. Breastfeeding
in Northern Ireland. A summary report on knowledge, attitudes
and behaviour. Belfast: HPA, 2003.
National Breastfeeding Awareness Week (NBAW) commences on
Monday 10 May. The HPA will be hosting the third regional
breastfeeding conference to promote NBAW on Tuesday 11 May
2004 at the Dunadry Hotel.
For further information contact:
Jenny Dougan on 028 9031 1611 / 9031 1514 or 07802 299946.
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