20th Annual Art of Breastfeeding Conference “Celebrating the Past, Present, and Future of Breastfeeding” Sponsored by Wake AHEC and University of North Carolina School of Nursing October 4-6, 2010

1. Breastfeeding A Call to Action

3. The Uphill Climb A look back….

4. A look back…. 1956: % of women breastfed 1958: LLL (7 remarkable women) 1978: Healthy People 1990 75% (45) and 35% (21) 1981: International Code of Marketing of Breast-milk Substitutes

5. A look back…. 1956: 20% of women bf 1958: LLL (7 remarkable women) 1978: Healthy People 1990 45% (75) and 21% (35) 1981: International Code of Marketing of Breast-milk Substitutes

6. A look back… 1984: Surgeon General’s Workshop on Breastfeeding and Human Lactation Improve professional education Develop public education Strengthen support in the health care system Develop community support services Initiate a national effort in the work place Expand research

7. A look back… 1990: Healthy People 2000 Increase to 75% the number of mothers who initiate breastfeed and to 50% the number who continue to breastfeed at least 6 months

8. A look back… 1990: Innocenti Declaration Establish a national breastfeeding committee Implement the “Ten Steps To Successful Breastfeeding”

9. A look back… 1995: National Alliance Breastfeeding Advocacy 1996: NABA facilitates National Breastfeeding Leadership Roundtable 1998: NBLR US Breastfeeding Committee (USBC) 1st initiative - National Breastfeeding Policy Conference

10. A look back… 2000: DHHS Blueprint for Action on Breastfeeding 2001: USBC Strategic Plan 2004: National Breastfeeding Awareness Campaign 2005: CDC Obesity Prevention Projects 2006-2010: USBC State Breastfeeding Coalitions Conference

11. Cause for Optimism !Learning why women don’t breastfeed Infant feeding practices survey (CDC) !Educating parents and health care providers (text4baby, EPIC-Educating Physicians In Their Communities) !Providing written materials—clear, concise, culturally appropriate, free of commercial advertising (SWR WIC project) !Enlisting the support of dads (Fathers Supporting Breastfeeding)

12. Cause for Optimism !Implementing Bf friendly hospital practices (mPINC & BFHI) !Monitoring breastfeeding rates (CDC) !Ensuring best use of resources—evaluate, evaluate, evaluate! (TX WIC) !Collaborating with media to portray positive breastfeeding images (Best for Babes) !Expanding workplace support (Business Case for Breastfeeding) ?Incorporating breastfeeding into K-12 (NY)

16. Progress to Date 2010 Goal: 75%(B) 50%(6) 25%(12) Midterm Review – Exclusivity 40%(6) and 17%(12) Breastfeeding rates children born in 2007 (any bf) Black 60%(B) 28%(6) 13%(12) White 78% 45% 24% Hispanic 80% 46% 25% Exclusive bf rates Black 22%(3) 8%(6) White 35% 14% Hispanic 33% 13%

18. Celebrate Success Learn from our mistakes

23. BehaviorChange Consider Our Own Behavior

24. Meet the Needs of the Parents We Serve

26. Benefits Barriers

27. Knowledge is Overrated

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30. Knowledge 5% Behavior Change

31. Emotion is Underrated

32. Emotion Drives Behavior Change 95%

33. EMOTION Strongest Form of Persuasion

34. Learn from the Pros

36. Have a Coke and a SmileThe Pause That RefreshesCoke is it!Always Coca-Cola

39. Message Strength is in the IMAGE 60%

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44. Do It Or Else! Threat Response Efficacy Self Efficacy*

45. What do parents want? BE GOOD PARENTS

46. Breastfeeding is something only a mother can give her child. A gift for life.

47. How Can You Be An Effective Change Agent? Honest Passionate Credible

48. TRUST

49. Meet Parents Where They Are Why are you here? How can I help?

50. CommunicationIs Key

51. People may forget what you say… …but they will never forget how you made them feel. Touching Hearts Touching Minds Massachusetts WIC

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54. Confident

55. You can do this! I can help. Tell me how.

58. www.babygooroo.com amy@babygooroo.com