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.