1. The UNICEF UK Baby Friendly Initiative Review 2012

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

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

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

5. Look at what you have achieved

6. 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

7. “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)

8. The Baby Friendly Initiative Standards

9. Standards and Guidance

10. 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

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

12. What’s different... Love matters

13. What’s different?... Responsive feeding

14. What’s different… Responsive bottle feeding

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

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

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

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

19. Where’s your evidence?

20. Together or apart..? Collaborative working will be required

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

22. Evolution not revolution No one will ‘fail’ new standards

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

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

25. Moving forward University Standards Review next year