DEPARTMENT OF HEALTH LAUNCHES CAMPAIGN TO ADDRESS INEQUALITIES IN BREASTFEEDING
National Breastfeeding Awareness Week (11-17 May 2008)
This National Breastfeeding Awareness Week (NBAW) the Department of Health is encouraging young mothers from low-income backgrounds to access support that will help them to breastfeed for longer.
Breastfeeding is a major public health issue in today’s society with significant inequalities in infant feeding practices. Age is a strong factor, with statistics showing that in the UK, 76% of women start breastfeeding, but for mothers under 20, it's just 51%.1
Public Health Minister Dawn Primarolo says, “The recent Scientific Advisory Committee on Nutrition review highlighted the fact that younger mothers, mothers from lower socio-economic groups and mothers with lower educational levels appear least likely to initiate and continue breastfeeding. It is imperative that we support our most vulnerable families to make breastfeeding the norm and improve health outcomes for all.”
A decision to breastfeed, especially for the first six months of a baby’s life, can have a huge impact on infant health and development. The Department of Health recommends exclusive breastfeeding up to the age of six months, with continued breastfeeding alongside solid foods after six months.
Research indicates breastmilk gives babies all the nutrients they need for the first six months of life and helps protect them from infection and diseases such as gastro-intestinal infections, ear infections, urine infections, eczema and obesity in later childhood. ‘Healthy Weight, Healthy Lives’ a cross-government strategy for obesity (January 2008)2 aims to reverse the rise in childhood obesity and breastfeeding plays an integral role in this.
Breastfeeding provides health benefits for mothers too. It can reduce the risk of against ovarian cancer, breast cancer and weak bones later in life.
The NBAW strapline, ‘Breastfeeding: every day makes a difference to your baby’, reflects the message that each day a women continues to breastfeed is another day the child receives important health benefits from its mother.
The plans for NBAW are part of the Department of Health’s campaign to address the inequalities that exist in infant feeding practices highlighted in the Scientific Advisory Committee on Nutrition (SACN) review of The Infant Feeding Survey (2005).
During NBAW, the Department of Health will launch the Breast Buddy initiative, targeted at young mums aged 16 to 25 years. The initiative will be fronted by celebrity mum and Atomic Kitten member Jenny Frost. The initiative will encourage young mums to get emotional and practical support while breastfeeding by nominating a buddy from within their circle of friends and family. Young mums who sign up will receive an information pack including the NHS leaflet Breastfeeding: Off to the Best Start and a fridge magnet featuring breastfeeding helplines including the new National Breastfeeding Helpline (0844 20 909 20).3 Mother and buddy will also receive texts of encouragement for the first six months. Mums can text BUDDY to 60022 to sign up to the campaign.
For more information on breastfeeding, visit www.breastfeeding.nhs.uk
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References
1. The Position Statement by the Scientific Advisory Committee on Nutrition (SACN) 2008 on the 'Infant Feeding Survey 2005: A commentary on infant feeding practices in the UK' is available at www.sacn.gov.uk/reports.
2. Healthy Weight, Healthy Lives supports the creation of a healthy society - from early years, to schools and food, from sport and physical activity to planning, transport and the health service. It is available at http://www.dh.gov.uk/en/Publichealth/Healthimprovement/Obesity/index.htm
3. The National Breastfeeding Helpline (0844 20 909 20) was launched on 14th February 2008 and is staffed by trained volunteer mothers from the Breastfeeding Network and the Association of Breastfeeding Mothers who have all breastfed themselves, and who take calls in their own homes. Calls will be charged at 5p per minute from BT lines plus a 3p call set up charge from BT residential lines. Mobiles and other providers' charges may vary. The lines will be open from 9.30am -9.3
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