The UNICEF UK Baby Friendly Initiative Review 2012

How are you feeling? u Excited? u Bemused? u Anxious? u Overwhelmed?

The UN Convention on the Rights of the Child......The world’s greatest promise to children all v

The Review ♦ Focus groups ♦ Expert committees ♦ Literature review ♦ External consultation 1,500 mothers, 400 professionals

Look at what you have achieved

Improvements still needed? “When they say ‘he’s happier on a bottle’ I could cry” – peer supporter “You feel judged as a mother if you fail” – mother “The staff were lovely to me but I wouldn’t of liked to have been bottle feeding” – mother “I do go through the checklist but they often don’t listen” – midwife “Women are not committed to breastfeeding, they don’t want to be tied down” – health visitor

“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” Maya Angelou (Author)

The Baby Friendly Initiative Standards

Standards and Guidance

What’s different... Antenatal Care ♦ Did a conversation take place? ♦ Did it meet the mother’s needs? ♦ 1-2-1, classes, groups? ♦ Prompt sheet not checklist ♦ Record keeping still required

What’s different... Building resilience in mothers-to-be

What’s different... Love matters

What’s different?... Responsive feeding

What’s different… Responsive bottle feeding

ALERT! Baby Friendly is not abandoning exclusive breastfeeding WE REPEAT Baby Friendly is NOT abandoning exclusive breastfeeding

However... We need to keep the door open when mothers introduce supplements… …in order to maximise their breastmilk/ breastfeeding

What else is different... ♦ Managers ♦ Specialist support ♦ Social support ♦ Extended neonatal standards ♦ Tapping into the potential of children’s centres

What’s the same? ♦ Skin contact ♦ Keeping babies close ♦ Support with breastfeeding ♦ Managing simple challenges ♦ Introducing solids ♦ The need for support

Where’s your evidence?

Together or apart..? Collaborative working will be required

Building on good practice ♦ Promising – Good - Excellent ♦ Innovations to improve care ♦ Advanced ♦ Beacon

Evolution not revolution No one will ‘fail’ new standards

→ Stage 2 Examples Stage 1 → Stage 3Stage 2 → AdvancedAccredited → BeaconAdvanced

Moving forward New materials New courses ♦ Maternity ♦ Neonatal ♦ Health visiting ♦ Children’s centre ♦ Specialist ♦ Project lead Train the trainer will be updated

Moving forward University Standards Review next year