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An introduction to Breastfeeding: Access All Areas

An introduction to Breastfeeding: Access All Areas The UK-wide campaign to improve supports for mothers breastfeeding out and about and on return to work. Summary.

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An introduction to Breastfeeding: Access All Areas

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  1. An introduction to Breastfeeding: Access All Areas The UK-wide campaign to improve supports for mothers breastfeeding out and about and on return to work

  2. Summary • Campaign to improve supports for mothers to exercise their right to breastfeed out and about and to improve supports to breastfeed on return to work • It will source and promote best practice with those providing services where women might breastfeed on return to work and exercise their right to breastfeed when out and about

  3. Aims and objectives • Based on objectives 4 and 5 of the Breastfeeding Manifesto • Objective 4: Work with employers to create a supportive environment for breastfeeding mothers • Objective 5: Develop policy and practice to support breastfeeding when in public

  4. Objectives • Raise awareness of barriers to breastfeeding out and about and at work across the UK • Increase availability of supports for mothers who wish to breastfeed out and about and at work • Identify, celebrate and encourage good practice in supporting mothers • Promote awareness of a mother’s the right to breastfeed when out and about • Provide solutions and information to increase availability of supports for mothers who wish to breastfeed out and about and at work

  5. Activities • Raise awareness and promote good practice through a national breastfeeding welcome spaces scheme • Promote good practice via local action • Raise awareness via online tools • Encourage good practice via the production of good practice guides and tools

  6. The 2 streams • At work – in development • Out and about – for launch in 2010

  7. Out and about • A national breastfeeding welcome scheme encouraging and listing breastfeeding welcome venues • A website to apply for inclusion and find your nearest venue • A toolkit to go breastfeeding welcome • A campaigner pack to help increase the number of accredited venues in any local area • Initial seed funding from NHS Camden but applicable across UK, starting with a number of early adopter sites

  8. Development – Camden breastfeeding friendly places project • Work carried out by BMC members BfN and NCT on behalf of NHS Camden • Research – mother focus groups, venue interviews, secondary research • Development of scheme based on needs of mothers and venues • Promotion of scheme locally – direct contact is the key! • Evaluation and feedback via mystery shopping

  9. The breastfeeding welcome spaces scheme • Venues wishing to join register via website • Complete online form outlining services • Register commitment to charter and checklist of criteria for a breastfeeding welcome space • Website provides free access to range of toolkit materials • Once registered via website, venues receive signage and stickers for display and details would be held on website • Venue information accessible to mothers via a postcode search • The website promotes a 360° feedback loop – if mothers or campaigners do not think a venue is adhering to the charter, they can feedback via the website and the venue is contacted and offered support or deregistered from the scheme and website.

  10. Adopters to date • Over 80 venues in Camden area – commercial and public services • Negotiations with over 40 national chains to secure early support in advance of launch

  11. The toolkit • Charter and sticker for display • Checklist • Guide to going breastfeeding friendly • Venue and mother leaflets • Website • Free for venues

  12. National roll out • National PR and marketing plan • Materials available via website for any venue • Opportunities for local Trusts and LAs to have materials customised for their local area • Saves time and resource for local areas in developing a new scheme

  13. Early adopter sites • BMC currently working to source funding to expand the scheme via production of all materials and a national PR and marketing campaign • Early adopters can roll out scheme pre-launch in their area, paying for customisation of the scheme materials for their local area • BMC will customise materials to add logo etc. at cost • BMC team on hand to offer support in how to promote scheme locally

  14. For further information • Breastfeeding: Access All Areas Campaign • www.breastfeedingaccess.org.uk • Anne Fox • a_fox@nct.org.uk • 0208 75 2341

  15. Children’s centres • DH and DCSF • pilot project planned for 21 PCTs • 311 children’s centres • Aims to convert them to breastfeeding welcome children's centres for staff and users

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