1. The Breastfeeding Team 2009-2013 It Really Works Margaret Baluta East Coast Community Healthcare

2. 6-8WK Breastfeeding Rates 2009 ABSOLUTELY TERRIBLE 28-35%

3. WHY ? 70 YEARS OF MARKETING COWS MILK INVESTMENT FOR BF CARE NHS RELIANCE ON; - 1.GOODWILL / VOLUNTEERS 2.NO PERFORMANCE TARGET

4. WHAT CHANGED? UNICEF BABY FRIENDLY MANDATORY EXCELLENT PUBLIC HEALTH RESEARCH PUBLIC HEALTH INVESTMENT BECOMES NHS FUNDING PRIORITY LEADERS & COMMISSIONERS FROM KEY PROFESSIONAL GROUPS TARGET DRIVEN TO IMPROVE STANDARDS.

5. Team Lead 2 Staff Nurses 2 Admin

6. Investment in a Sustainable BF Team Professional Home Visiting Service Recruit local partner leaders CC increase involvement Set up social media Meet National Targets UNICEF Awards 100% outcomes Client Led Consistent service delivery Quality of training and staff Develop Father Inclusive Peer Support Programme UNICEF Stages Train new Team Train all clinical staff Develop excellent partnerships Design Client Resources Free Breast pump Hire Service Expand Baby Café to 5 day service Population & Demographics Area Geography Gap in Market. Poor Service. Competitors Partners Research Plan Deliver Evaluate Quality

7. Plan Educated Workforce Market Sustainable Service Lead Excellent Teams

8. Leadership is the freedom to effect change

9. 1. NATIONAL CAREER DEVELOPMENT IN BREASTFEEDING EMPLOYED IN BFT ADMIN BAND 2 STAFF NURSE VOLUNTEER PEER SUPPORTER STAFF NURSE ADMIN CAREER DEVELOPMENT PEER SUPPORT -> 2 ND YEAR STUDENT NURSE. HEALTH VISITOR STAFF NURSE HEALTH VISITOR HEALTH VISITOR STUDENT BREASTFEEDING PRACTITIONER PEER SUPPORT BREASTFEEDING PRACTITIONER

10. Improved Service Standards? 2009 Statement of intent to improve Develop a Breastfeeding support Service Market the service via Midwifery, Health Visiting, Childrens Centres Wait for the referral calls from new mothers and professionals 2 Baby Cafes 2013 UNICEF Evidence for full accreditation A sustainable dedicated breastfeeding service (BFT) Proactive face to face home visiting care offered and delivered to all mothers in the area 24hr telephone support line Developed the wrist bands with 24hrs care number. Father Inclusive Peer Support (FIPS) Coordinator 30 active peer supporters on wards, Baby Café, home visiting. Free Breast Pump Hire for a minimum of 42 days. 2 dedicated consultants who assess and divide TT. 9 Baby Cafés across Great Yarmouth and Waveney and all based in Childrens Centres. Targeted Home Visiting Peer Support Programme for Great Yarmouth were the lowest rates of 6-8wk BF rates are across the organisation. To improve support to the most vulnerable families Partners in the 5* service developed in partnership with Beccles Childrens Centre. INVESTMENT IN SOCIAL MEDIA USE OF IPADS The Breastfeeding Team APP (for launch 8 th October 2013)

13. Baby Café Beccles FATHERS MAKE A DIFFERENCE

14. CQUINN Friends & Family Clients have their say Fantastic Care Thank you!! Fantastic Care Thank you!! 24 hour help line & Home visiting? Brilliant. 24 hour help line & Home visiting? Brilliant. The Team needs to be much larger bring to Norwich please.! The Team needs to be much larger bring to Norwich please.! Me! 2 years Breastfeeding My Baby Amazing! Me! 2 years Breastfeeding My Baby Amazing! WE LOVE The Baby Cafe WE LOVE The Baby Cafe

15. Waveney Breastfeeding Status August 2013 6 to 8 weeks statusIP18IP19IP20NR32NR33NR34NR35Grand Total (6421.) Bottle fed at 6 weeks 11 2 (6422.) Breast fed at 6 weeks 3 857326 (6423.) Breast and supplement fed at 6 weeks1 631112 (Ua1JX) Giving expressed breast milk 1 15 7 (YA737) Formula milk fed14 31154358 Total children2814728127105 % Breastfeeding (Totally or partially)50.0% 0.0%31.9%46.4%66.7%57.1%42.9% First recorded statusIP18IP19IP20NR32NR33NR34NR35Suffolk Breastfed16120128452 Artificial12 27164353 Total children2814728127105 % Breastfeeding (Totally or partially)50.0%75.0%100.0%42.6%42.9%66.7%57.1%49.5%