1. Going baby Friendly – Why Breastfeeding is important to all of us Jacky Syme Infant Feeding Network Lead – East of England

2. The Baby Friendly Initiative Promoting health and wellbeing for all babies

3. Best interest of allchildren

4. Father/Partner Family/Friends Community Mother and baby at the centre

5. Evidence!

7. The Baby Friendly Initiative Standards

8. Health visiting standards Support for pregnant women Continued breastfeeding Informed decisions re other food for babies Close and loving relationships

9. Children’s centre standards Support for pregnant women Support for infant feeding Close and loving relationships

10. Support for pregnant women Provide information about the benefits and management of breastfeeding One to One discussion by 34 weeks Group opportunities – Pregnancy, Birth and Beyond, DH 2010 Audit pregnant women’s experiences

11. Why breastfeeding is important For BabiesFor mothers GastroenteritisBreast Cancer Chest InfectionsOvarian Cancer Ear infectionsOsteoporosis DiabetesClose loving relationships Heart Disease Obesity Secure attachments and bonding

12. Support for infant feeding and continued breastfeeding Show mothers how to breastfeed – Skin to skin contact – Positioning and attachment Help them to maintain breastfeeding – Keep mothers and babies together – Responsive feeding – Avoid bottles teats and dummies Provide facilities to offer support Audit pregnant women’s experiences

13. Responsive feeding A sensitive reciprocal relationship between a mother and her baby. A mother responds to her baby when he shows feeding cues he is distressed or lonely her breasts are full she simply wants a sit down and cuddle Breastfed babies cannot be overfed or ‘spoiled’ by frequent feeding!

14. Oxytocin and Cortisol Oxytocin - fertiliser for the brain Cortisol – prunes back brain growth

15. Responsive bottle feeding Hold baby close Encourage rooting Invite her to take teat Pace the feed Never force a ‘full’ feed Limit who gives the feeds

16. Maximising breastmilk Discuss options and agree plan Try to avoid supplements until breastfeeding established Keep night feeds as breastfeeds Restrict number/amount formula given Keep the ‘door’ open

17. Creating facilities to make it happen- Baby Brasseries Groups for breastfeeding mums, Children’s centre based Strict criteria Facilitated jointly by HV’s and CC’s

18. Creating facilities to make it happen- Out, about and breastfeeding Working with environmental Health Inspectors All cafes bars and restaurants in Bedfordshire Leaflets, posters and web based advertising to mums

19. Creating facilities to make it happen- Bedfordshire Breastfeeding Buddies Breastfeeding mums who want to help Peer support model Buddies help at Baby Brasseries or clinics Supervised and supported by Baby friendly Team

20. Achieving Baby Friendly Achieving all the standards Developing further to improve services Auditing regularly and continually training Bringing everyone together – partnership working

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

22. Thank you