Agenda item

Baby Friendly Initiative Work and Promotion of Breastfeeding

To receive a presentation regarding the baby friendly initiative and promotion of breastfeeding.

 

11:25am – 20 minutes - Shiela Willoughby

Minutes:

The Chair invited Shiela Willoughby and Jane Peters (both from Virgin Care) to give a presentation to the Board.

 

Shiela Willoughby and Jane Peters gave a presentation (attached as Appendix to these minutes) where they highlighted the following points:

 

  • Team Structure
  • UNICEF Call to Action 2019 video
  • Role of Health Visitor
  • Partnership with Children Services
  • How are we doing in B&NES?
  • Priority area for development
  • How we fit with the Sustainability and Transformation Plan
  • Think Family

 

The Chair welcomed the presentation and commended Shiela Willoughby and Jane Peters for the great work that they were doing in terms of promoting and supporting breastfeeding in the area.

 

Alex Francis also welcomed the presentation and asked if there were particular demographic groups outlined in the project, and whether the priority development area was chosen because it was identified as deprived or due to its location.

 

Shiela Willoughby and Jane Peters replied that Radstock area has been chosen as pilot site, regardless of its socioeconomic and demographic status. Shiela Willoughby and Jane Peters added that, for example, Chew Valley area had more-less the same needs in terms of the low prevalence of breastfeeding.

 

Councillor Vic Pritchard (Chew Valley Ward) asked what issues were with Chew Valley area in terms of the low prevalence of breastfeeding.

 

Shiela Willoughby and Jane Peters responded that Health Visitors reported issues with the transport, remoteness of the area and the lack of facilities in that region.

 

Bruce Laurence said that he was quite impressed with emphasises made on the importance of breastfeeding.  Bruce Laurence also said that local focus and support from the health bodies and community was crucial for this programme.

 

Shiela Willoughby and Jane Peters added that although the programme was not only set to provide additional support to the community and breastfeeding mothers, but also to support mothers who cannot breastfeed for various reasons.

 

Joss Foster asked about the project alignment between midwifes and health visitors.

 

Shiela Willoughby and Jane Peters replied that Baby Friendly Initiative team has been working closely with the RUH midwifes. pregnancy services and other health teams.

 

Councillor Rob Appleyard asked what would be the reason for young mothers to stop breastfeeding and use the bottle instead.

 

Shiela Willoughby and Jane Peters responded that sometimes young mothers may feel down due to a number of reasons (post-natal depression, exhaustion, etc.) and they would turn to their family or friends for support.  The advice they may receive could be ‘give them a bottle’ which they could see as an easy option to use and feed the baby.  One way to deal with this would be change of culture.

 

The Chair commented that there was a need for enhanced collaboration between education, housing, and other relevant organisation in terms of sending the message about benefits of breastfeeding.

 

Kate Morton commented that mothers who come to Bath Mind due to post-natal depression have had difficulties in breastfeeding their babies. 

 

It was RESOLVED to note the presentation and to thank Shiela Willoughby and Jane Peters for their work in terms of promoting breastfeeding.