Communities Latching on to Breastfeeding:
Social Marketing Campaign Position Statement – An initiative of the Central Hume Primary Care Partnership Integrated Health Promotion Plan
The ‘Communities Latching on to Breastfeeding (CLBF)’ social marketing campaign is designed to promote breastfeeding through strengthened community supports. The main aim of the CLBF campaign is to create an environment that respects mothers’ choices in both breast and bottle feeding, supportive of breastfeeding practices, and assists in prolonging the duration of breastfeeding. We endeavour to raise awareness of the needs of mothers and babies so partners and their wider community can take action to support them. We envision communities that encourage and enable women to breastfeed without fear of stigmatisation; communities that provide facilities and policies that are informed to family needs. This, amongst other things, may take the shape of adequate change care facilities in shopping centres, breastfeeding friendly workplaces, businesses that display Breastfeeding Welcome Here1 signage and a general attitude of respect and courtesy shown to women when breastfeeding at home or participating in community life.
CLBF Campaign Lead Agencies and Partners
This campaign is the product of a strong collaboration between Ovens and King Community Health Service and Women’s Health Goulburn North East as lead agencies. Strong partnerships have been formed to date with the Australian Breastfeeding Association, Maternal and Child Health Services, the Northeast Health Wangaratta Lactation Clinic and the Rural City of Wangaratta. The campaign is a core component of the Central Hume Primary Care Partnership Health Promotion Plan (2013-2017) that is centralised around the priority of healthy eating in 0-12 year olds. 2
It is envisaged that new partners will join this campaign.
We recognise that breastfeeding can be a sensitive and emotional area when caring for a baby. The experiences of women are many and varied and remembered long after the baby has grown. In every community there are women with stories to tell of a whole range of experiences about feeding babies. These stories will vary, from memories of joyful moments to instances of feeling overwhelmed, captured with those who influenced and shaped their choices. This campaign aims to optimise the chance of mothers to breastfeed, through increased and respectful support. We acknowledge the challenges associated with breastfeeding and respect all mothers’ breastfeeding or formula practices.
The World Health Organisation (WHO) states that breastfeeding is the best way to provide newborns with the nutrients they need. 3 Research has also suggested that breastfeeding doesn’t just benefit the infant, but has a number of positive health implications for mothers. 4 WHO recommends exclusive breastfeeding until a baby is six months old and continued breastfeeding with the addition of nutritious complementary foods for up to two years or beyond. 3 (Links to reputable sources with more information about the benefits and guidelines of breastfeeding are provided in the resource kit)
Statistics and stories heard from local people tell us otherwise. The statistics in Wangaratta (Northeast Victoria) for 2011-2012 indicate that 94% of mothers leave hospital providing any (some) breastfeeding to their baby. After two weeks this drops to 80%; at three months to 56%; and after six months the figure is 45%. We aim to support improvement in these figures through increased community support for breastfeeding. In this way, families have a better chance to ride through the difficulties and doubts in the early weeks and months.
An Australian 2010 literature review investigated modifiable factors that positively influence breastfeeding duration and concluded the following;
“Breastfeeding as a health behaviour could be protected and supported by the interventions which incorporate amendable influencing factors in women’s social network. In the literature breastfeeding intention, support and confidence have been reported as important factors in breastfeeding behaviour.” 5
Therefore, CLBF is a strategy designed to address these amendable factors in its implementation. As support is a key influencing factor in determining a woman’s choice and duration in breastfeeding, we focus on creating a supportive environment. We aim to promote supportive networks across the community from the mother’s immediate support circle, to supportive workplaces and local businesses.
This campaign is about taking a whole of community approach to breastfeeding. CLBF is a health promoting campaign. It ensures the best possible chance for long-term, sustainable outcomes by having a focus on supportive environments as an upstream approach. The campaign is not discriminatory to women for their choice to breastfeed or not. It is about creating an environment where women are supported to breastfeed, through the promotion of consistent messages in the community. The campaign aims to empower not only the parents to become informed about breastfeeding, but also their wider circle of family, friends, neighbours, sporting and recreation associates, work colleagues etc.
- To provide supportive environments for mothers and carers
- To increase the opportunity to and likelihood that women will breastfeed
Respect and acceptance: breastfeeding
Non discriminatory: supportive of all mothers including those who do not breastfeed
Tagline: Communities Latching onto Breastfeeding
Logo description: The logo has the baby at the centre being breastfed by the mother. Standing behind her are the supportive networks that will give her the best chance of a successful breastfeeding experience. These include:
- Family and friends
- Health services
- The broader community
The CLBF campaign incorporates a number of key messages associated with supporting breastfeeding mothers. These are based on and adapted from 2013 WHO Breastfeeding Support resources. 6
- What mums can do
- What dads/partners can do
- What family and friends can do
- What can be done in the workplace
- What can be done in the community
Permission has been gained to use these as part of an accompanying resource package and are approaches required to support by the CLBF campaign. These messages are provided in a PDF graphic format, available in the resource kit.
Conditions of use of Communities latching onto breastfeeding campaign resources
- Promote and adhere to the key messages that support mothers and optimise their chances that their baby will be breastfed
- Promote and participate in the positive actions and roles that communities can undertake to foster breastfeeding
- Use the supplied resources as provided and to not alter them without prior permission from the key contacts
Material used ‘as supplied’:
Provided you have not adapted, modified or transformed Communities latching onto breastfeeding material in any way then the following attribution needs to be given:
Source: Communities latching onto breastfeeding Women’s Health Goulburn North East
Adapted and derived material:
If you have adapted, modified or transformed Communities latching onto breastfeeding material, or derived new material from those of the Communities latching onto breastfeeding in any way, then following attribution needs to be given:
Based on material provided by the Communities latching onto breastfeeding Women’s Health Goulburn North East
- Uphold the values of the campaign through respect for the uniqueness of each breastfeeding experience and positive affirmation of the breastfeeding efforts of women
- Provide empathic and supportive concern to those for whom breastfeeding hasn’t worked out
- Involve community champions who are proud to uphold the campaign values and support the importance of the care network that surrounds the breastfed baby
Caitlyn Hoggan, Health Promotion Officer
Women’s Health Goulburn Northeast
P: 03 5722 3009
Health Promotion Officer
P: 0357 232 041
- Australian Breastfeeding Association, Breastfeeding Welcome Here campaign Breast Feeding Australia Welcome Here Program cited 7/10/13
- Central Hume Primary Care Partnership, Integrated Health Promotion Healthy Eating Plan 2012-2017
- World Health Organisation, http://www.who.int/mediacentre/factsheets/fs342/en/ cited 22/08/13
- National Health & Medical Research Council 2012, Eat for Health: Infant Feeding Guidelines, Commonwealth of Australia
- Meedya, S, Fahy, K & Kable, A 2010, ‘Factors that positively influence breastfeeding duration to 6 months: a literature review’,Women and Birth, vol. 23, no. 4, pp. 135-145.
- World Health Organisation World Breastfeeding Week