Breastfeeding Promotion and Support

1
Breastfeeding Promotion and Support
WIC Orientation
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Breastfeeding Promotion and Support

• Local WIC providers are responsible for ensuring
  
• an environment which clearly endorses and
• supports breastfeeding (ER2.02400)

All WIC staff have a responsibility to provide
positive breastfeeding messages and support to
participants.
Remember, no formula or formula logos in public
view!!
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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

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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

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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?
  

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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

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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

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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

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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

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Why Arent More Mothers Breastfeeding?

• WIC can help mothers identify their personal
  barriers to breastfeeding.

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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
• Dont give formula - unless mom asks for it
• WOM ER2.07600

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Breastfeeding Peer Counseling Program

• Kathy Mertzlufft, RD, LD
• Breastfeeding Peer Counselor Coordinator
• Department of Health and Senior Services
• WIC and Nutrition Services
• Kathy.Mertzlufft_at_dhss.mo.gov

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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_at_dhss.mo.gov