A Vision for Breastfeeding in Suffolk

2. A Vision for Breastfeeding in Suffolk Dr Amanda Jones Assistant Director of Public Health Lead Consultant Health protection & Health Improvement

3. This Lunchtime • Why we should invest in Breastfeeding • What our peer local authorities have achieved • Four environmental barriers to breastfeeding • in Suffolk • What can each of us can do to improve • breastfeeding in Suffolk? (workshops)

4. The evidence The UK has some of the lowest breastfeeding rates in the world. A recent UNICEF report suggests that investment in supporting women to breastfeed will improve the quality of life for women and for children

5. The evidenceIf 45% of women in the UK exclusively breastfed for four months, and if 75% of babies in neonatal units were breastfed at discharge it is estimated that there would be: • 3,285 fewer gastrointestinal infection-related hospital admissions • 5,916 fewer lower respiratory tract infection-related hospital admissions • 21,045 fewer ear infections requiring a GP consultation • 361 fewer cases of the potentially fatal necrotisingenterocolotis The effect on these 4 conditions alone could save the NHS over £17 million each year.

6. Increasing Breastfeeding will decrease breast cancer • If half the women in the UK who do not breastfeed now were to do so for up to 18 months in their lifetime there would be 865 fewer breast cancer cases

7. Other counties similar to Suffolk are doing better For 2012/13

8. Four elements which negatively impact on Breastfeeding in Suffolk • Perceived views of the community • The work environment for mothers going back to work • Lack of exposure to breastfeeding • Formula milk companies

9. Perceived views of the community 50% of mother’s do not breastfeed in Suffolk. From mothers surveyed these are the reasons why mothers do not breastfeed: Physically unable to 10% Convenience 23% Laziness 11% Lack of education / Support 17% Embarrassment / Fear 22% Other 17%

10. Here is one women telling us about her experience Link to Sarah’s vox pop

11. Perceived views of the communityStreet survey Do you think Breastfeeding is a good idea? Yes 96% No 4% Reasons why breastfeeding is good idea? Best start for baby 83% Cost and convenience 10% Other 7%

12. Mothers going back to work Mothers going back to work • Work place Regulations and Approved Code of Practice require employers to provide suitable facilities for pregnant and breastfeeding mothers to rest • Many work places do not have facilities for women who want to express • They need privacy, to wash their hands, to store expressed milk • Support can include employers offering flexible hours, part time-time work or job share

13. Lack of exposure to breastfeeding I wouldn’t be offended to see an uncovered breast because: Reasons: • 64% It’s Natural • 21% of people would not be offended to see an uncovered breast but think it should be discreet • 13%said they would not be offended but it depends on the environment • 2% Other

14. Formula milk companies • Be aware of the power of these organisations • Minimise their impact by providing counter arguments whenever possible • Offering breastfeeding friendly environments

15. Some things public sector organisations in Suffolk can do to improve breastfeeding. • Create breastfeeding friendly return to work policies • Ensure services you contract recognise the benefit of breastfeeding • Ensure there are breastfeeding areas in facilities you own or manage

16. Worcestershire has a breastfeeding approved businesses scheme In 2010 Bristol was designated the first Unicef baby-friendly city in the UK Have online details of all their walk in breastfeeding support sessions Hull have an a dedicated website iBreastfeed

17. Our vision Within 2 years we want to increase breastfeeding at 6-8 weeks by almost 6% - so that 54% of mothers breastfeed. Then we want to continue to increase until 2/3 of mothers in Suffolk breast feed. • What can you do to help?