Breastfeeding Promotion and Support WIC Orientation

Breastfeeding Promotion and Support  Local WIC providers are responsible for ensuring an environment which clearly endorses and supports breastfeeding (ER# ) All WIC staff have a responsibility to provide positive breastfeeding messages and support to participants. Remember, no formula or formula logos in public view!!

Breastfeeding Promotion and Support  Local agency staff shall exhibit a positive attitude toward breastfeeding  The visibility of infant formula shall be minimized by ensuring that cans of formula are stored out of view of the participants  An area for women to breastfeed that is private should be provided

Breastfeeding Promotion and Support  Educational materials must be made available to participants which portray breastfeeding as the preferred feeding method  All printed material, audio-visual material and office supplies must be free of formula product names

Missouri Breastfeeding Law Summary 1999  Hospitals provide information  Hospitals offer consultations  Physicians provide information  Department of Health and Senior Services produces written information  Allows a mother with discretion to breastfeed in any public/private location

Experiences?  What are your experiences with breastfeeding?  How do you feel when you are around someone breastfeeding in public?  Have you ever breastfed?  Did you receive encouragement to breastfeed?  If you breastfed, what kind of help did you get?

Role Of WIC Provider Your personal experience should not guide your support or promotion of breastfeeding!  It is the WIC providers responsibility to provide our WIC participants with the knowledge and support to make an informed choice  Give families accurate information about the benefits of breastfeeding

Why Promote Breastfeeding in WIC?  USDA recognizes breastfeeding as best  Missouri 1999 Breastfeeding Law  American Academy of Pediatrics recommends breastfeeding exclusively for the first 6 months  Cost reduction

Breastfeeding Benefits  Availability  Digestibility  Fewer allergies, colds, diaper rashes, ear or stomach problems  Enhanced bonding  Promote nervous system development & higher IQ test scores  Natural appetite control

Breastfeeding Benefits for Mom  Enhanced self-esteem  Increased confidence  Decreased after delivery bleeding & risk of hemorrhage  Reduced risk of breast cancer in young women  Convenience  Allows mom time to rest

Why Aren’t More Mothers Breastfeeding? WIC can help mothers identify their personal barriers to breastfeeding.

Breastfeeding Promotion  Enthusiasm can go a long way!  Start education at your first opportunity  Give education in small frequent encounters  Involve family members in education  Don’t give formula - unless mom asks for it WOM ER#

Breastfeeding Peer Counseling Program Kathy Mertzlufft, RD, LD Breastfeeding Peer Counselor Coordinator Department of Health and Senior Services WIC and Nutrition Services

State Breastfeeding Support and Resources Cathy Kruse, RN, IBCLC State Breastfeeding Coordinator Department of Health and Senior Services Unit of Genetics and Healthy Childhood