1. Breastfeeding Promotion and Support WIC Orientation

2. Breastfeeding Promotion and Support  Local WIC providers are responsible for ensuring an environment which clearly endorses and supports breastfeeding (ER#2.02400) All WIC staff have a responsibility to provide positive breastfeeding messages and support to participants. Remember, no formula or formula logos in public view!!

3. 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

4. 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

5. 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

6. 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?

7. 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

8. 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

9. 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

10. 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

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

12. 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#2.07600

13. Breastfeeding Peer Counseling Program Kathy Mertzlufft, RD, LD Breastfeeding Peer Counselor Coordinator Department of Health and Senior Services WIC and Nutrition Services Kathy.Mertzlufft@dhss.mo.gov

14. State Breastfeeding Support and Resources Cathy Kruse, RN, IBCLC State Breastfeeding Coordinator Department of Health and Senior Services Unit of Genetics and Healthy Childhood 1-800-877-6246 Cathy.Kruse@dhss.mo.gov