# data[].attributes.body
Senior Hunger Policy and Research Advisors, Save the Children

# data[].attributes.body
Healthy Children's Project

# data[].attributes.body
Public Health Agency, Northern Ireland

# data[].attributes.body
Healthy Children Project Inc

# data[].attributes.attachment_link.readable_text
The Public Health Agency (PHA) has launched a new campaign highlighting the health benefits of breastfeeding and supporting mums to feel more comfortable breastfeeding in public.

Northern Ireland has the lowest rates of breastfeeding in the UK, so the #NotSorryMums campaign aims to encourage women to breastfeed and highlights how mothers never have to apologise for feeding their baby in public.

Mary Black, Assistant Director for Health and Social Wellbeing Improvement at the PHA, said: "For many mums, getting started breastfeeding isn't easy. Northern Ireland has the lowest breastfeeding rates in the UK and that is why reassurance and encouragement from others is so important.

"This campaign, the first of its kind in Northern Ireland, shows mums and women who may become mums in future, that breastfeeding their baby, no matter where they are, is normal and nothing to say sorry for. It also acts as a reminder for all of us to be supportive of women who choose to breastfeed. We all have a part to play.

"There are many health benefits associated with breastfeeding too. It reduces a baby's risk of serious stomach and chest infections and reduces mum's risk of breast and ovarian cancer.

"Support is key to helping mums breastfeed, and encouragement within the family and from the wider community can really make a difference."

Everyone is encouraged to share their support for breastfeeding mums by joining the conversation on social media using #NotSorryMums.

The campaign website - www.NotSorryMums.info - has lots of information on breastfeeding, not only for mums but also for partners and families to help them support mothers. Information especially for dads is also available, highlighting what they need to know about breastfeeding and offering practical advice and tips on how they can help their partner.

Dr Michael McBride, Chief Medical Officer, said: "One of the great benefits of breastfeeding is that it can be done anytime and anywhere, so as a society we need to help new mothers feel comfortable in feeding their babies wherever and whenever they need to. Everyone has a role in removing any concerns or negative perceptions - from parents to wider family members, from health professionals to businesses and workplaces, all can provide more supportive environments for breastfeeding.

"Early intervention and support for families is at the heart of many of our health and social care strategies. It is central to 'Delivering Together' as the transformation of our health and social care system. Breastfeeding is a prime early intervention with benefits for mother and baby. Improving breastfeeding rates links directly to Programme for Government outcomes that 'We give our children and young people the best start in life' and 'We enjoy long, healthy, active lives'."

Businesses can play an active role supporting breastfeeding mums by signing up to the PHA's Breastfeeding Welcome Here scheme. More than 530 businesses, council facilities and popular tourist attractions have already signed up, pledging to welcome breastfeeding mothers and displaying a pink sticker and certificate to show they are members of the scheme. Their staff are also aware of the need to be supportive of mothers.

A list of members of the scheme can be found on www.NotSorryMums.info

The site features an interactive map so you can find your nearest Breastfeeding Welcome Here venue as well as the nearest Breastfeeding Support Group.

Share your support on social media using #NotSorryMums and follow the PHA on www.twitter.com/publichealthni, www.facebook.com/publichealthagency and instagram.com/publichealthni
Ends Notes to editors

The Department of Health strategy Breastfeeding - A Great Start. A Strategy for Northern Ireland 2013-2023 includes key strategic outcomes which state that: "Supportive environments for breastfeeding exist throughout Northern Ireland" and "Government Departments and statutory bodies recognise the value of breastfeeding".

Download a short audio clip of PHA's lead for breastfeeding Janet Calvert talking about the campaign at http://pha.site/jcalvertlaunch

# data[].attributes.attachment_link.title
#NotSorryMums: New campaign urges mums to be proud of breastfeeding

# data[].attributes.attachment_link.description
The Public Health Agency (PHA) has launched a new campaign highlighting the health benefits of breastfeeding and supporting mums to feel more comfortable breastfeeding in public. Northern Ireland has the lowest rates of breastfeeding in the UK, so the #NotSorryMums campaign aims to encourage women to breastfeed and highlights how mothers never have to apologise for feeding their baby in public.

# data[].attributes.body
By Helen Crawley

# data[].attributes.headline
Information for food banks: supporting pregnant women and families with infants 

# data[].attributes.subject
Information for food banks: supporting pregnant women and families with infants 

# data[].attributes.body
1. Healthy Start not meeting the changing needs of families.  Vouchers no longer cover cost of formula. Numbers eligible dropping despite food poverty rising
2. Raising cost of formula heavily impacts on families
3. Sale of reflux milks / comfort milks is due to loop hole in law and families  are self medicating. Needs to be stopped

# data[].attributes.headline
APPG infant feeding and Inequalities report 

# data[].attributes.subject
APPG infant feeding and Inequalities report 

# data[].attributes.body
How countries can assess their readiness to protect and promote breastfeeding

# data[].attributes.attachment_link.title
Home > Becoming Breastfeeding Friendly: A Guide to Global Scale Up | Yale School of Public Health

# data[].attributes.attachment_link.description
Welcome!We are excited to share with you Becoming Breastfeeding Friendly: A Guide to Global Scale-Up (BBF), our evidence based program to enable countries to assess their readiness to scale up breastfeeding protection, promotion and support.Breastfeeding is a proven, natural behavior that gives children the healthiest

# data[].attributes.body
1. To encourage positive attitudes and challenge negative attitudes
2.  Increase Breastfeeding support in public
3.  Increase awareness of value

# data[].attributes.body
Adverts in Northern Ireland

# data[].attributes.body
Global market has seen a 5 fls increase in last  2 decades
Sales of packaged food has had a 12.5% increase over last 5years but formula milk has seen a 57% increase

# data[].attributes.body
52% of health care facilities advertised formula

# data[].attributes.body
2014 81% mothers received formula in discharge packs

# data[].attributes.body
1992 India introduced strong law to protect breast feeding - advertising is now non exsistant
2006 initiation rate 12%.  2011 initiation rate 46%

# data[].attributes.headline
Using an Aligorithm to analyse true skin to skin

# data[].attributes.subject
Using an Aligorithm to analyse true skin to skin

# data[].attributes.attachment_link.title
Implementation Algorithm to Improve Skin-to-Skin Practice in the First Hour After Birth

# data[].attributes.attachment_link.description
Through its Center for Breastfeeding, Healthy Children Project is the largest national provider of lactation management education for health care providers. More than 4,000 health providers, advocates and facilitators are educated annually through over 90 offerings across the United States.

# data[].attributes.headline
Are mothers getting skin 2 skin in a truly effective way? 

# data[].attributes.subject
Are mothers getting skin 2 skin in a truly effective way? 

# data[].attributes.body
Immediate skin2skin
Continuous skin 2 skin?
Un interrupted skin2skin
Baby left to do the 9 stages

# data[].attributes.body
For mums ....

# data[].attributes.body
For baby .....

# data[].attributes.headline
Importance of the resting state. - encoding 

# data[].attributes.subject
Importance of the resting state. - encoding 

# data[].attributes.body
Out of the 9 stages - the resting phase enables baby to process learning

# data[].attributes.wish_content.attachment_props.text
I challenge anyone @Twitter NOT to be moved by this wonderful clip from #MagicHour 🎥 @KajsaBrimdyr She’s showing it to us #bfcon These twins were born by C-section & had #ImmediateContinuousUnHurried #Skintoskin @JennytheM @SagefemmeSB @bestbeginnings @babyfriendly @babybuddyapp

# data[].attributes.wish_content.attachment_props.original_text
I challenge anyone @Twitter NOT to be moved by this wonderful clip from #MagicHour 🎥 @KajsaBrimdyr She’s showing it to us #bfcon These twins were born by C-section & had #ImmediateContinuousUnHurried #Skintoskin @JennytheM @SagefemmeSB @bestbeginnings @babyfriendly @babybuddyapp https://t.co/ecgwcTWU25

# data[].attributes.attachment_link.embed_code
I challenge anyone @Twitter NOT to be moved by this wonderful clip from #MagicHour 🎥 @KajsaBrimdyr She’s showing it to us #bfcon These twins were born by C-section & had #ImmediateContinuousUnHurried #Skintoskin @JennytheM @SagefemmeSB @bestbeginnings @babyfriendly @babybuddyapp pic.twitter.com/ecgwcTWU25
— Alison Baum OBE 💚 (@AlisonBaum) November 16, 2018

# data[].attributes.attachment_link.metadata.attachment_props_source.data.text
I challenge anyone @Twitter NOT to be moved by this wonderful clip from #MagicHour 🎥 @KajsaBrimdyr She’s showing it to us #bfcon These twins were born by C-section & had #ImmediateContinuousUnHurried #Skintoskin @JennytheM @SagefemmeSB @bestbeginnings @babyfriendly @babybuddyapp https://t.co/ecgwcTWU25

# data[].attributes.attachment_link.metadata.attachment_props.original_text
I challenge anyone @Twitter NOT to be moved by this wonderful clip from #MagicHour 🎥 @KajsaBrimdyr She’s showing it to us #bfcon These twins were born by C-section & had #ImmediateContinuousUnHurried #Skintoskin @JennytheM @SagefemmeSB @bestbeginnings @babyfriendly @babybuddyapp https://t.co/ecgwcTWU25

# data[].attributes.attachment_link.metadata.attachment_props.text
I challenge anyone @Twitter NOT to be moved by this wonderful clip from #MagicHour 🎥 @KajsaBrimdyr She’s showing it to us #bfcon These twins were born by C-section & had #ImmediateContinuousUnHurried #Skintoskin @JennytheM @SagefemmeSB @bestbeginnings @babyfriendly @babybuddyapp

# data[].attributes.headline
Competency Framework for professionals and volunteers working in infant feeding 

# data[].attributes.subject
Competency Framework for professionals and volunteers working in infant feeding 

# data[].attributes.body
Click below

# data[].attributes.body
Lowest risk of Depression in mums who planned to breastfeed and succeeded
Highest risk in mums who planned to breastfeed but did not reach this goal

# data[].attributes.body
Concept of the good enough parent

# data[].attributes.attachment_link.title
Perinatal Matters | Ieso Digital Health | United Kingdom

# data[].attributes.attachment_link.description
Welcome to Perinatal Matters, a bank of useful guides and resources for all healthcare professionals working in the perinatal - Ieso Digital Health United Kingdom

# data[].attributes.attachment_link.title
WHO e-Library of Evidence for Nutrition Actions (eLENA)

# data[].attributes.attachment_link.description
eLENA is a single point of reference for the latest WHO nutrition guidelines, recommendations and related information.

# data[].attributes.body
Gthomson@uclan.ac.uk

# data[].attributes.body
Thomson and Hunt.  Why women don't access BFPS

# data[].attributes.attachment_link.description
Enter your email address below. If your address has been previously registered, you will receive an email with instructions on how to reset your password. If you don't receive an email, you should register as a new user

# data[].attributes.body
Key challenges around peer support

# data[].attributes.attachment_link.description
Enter your email address below. If your address has been previously registered, you will receive an email with instructions on how to reset your password. If you don't receive an email, you should register as a new user

# data[].attributes.body
Matron Neonatal Services , Bradford Royal Infirmary

# data[].attributes.body
Professor Dalarna University

# data[].attributes.body
To listen to an audio of Renee Flacking presentation visit the link below and scroll down to list of speakers

# data[].attributes.attachment_link.readable_text
Thank you to everyone who made this year's Annual Conference a huge success.

For updates from the Conference follow us on Twitter using #bfconf and on our Facebook group. A full list of speaker abstracts, poster descriptions and exhibitor profiles, as well as updates on new resources and training from Baby Friendly, can be found in our Programme below (pdf download).

Day 2

Dr Pura Rayco-Solon, MD MSc PhD - Epidemiologist, Evidence and Programme Guidance, Department of Nutrition for Health and Development - WHO - The rationale and evidence for the new Ten Steps to Successful Breastfeeding. View Pura's slides (pdf).

Anna Coonan-Byrom - Senior Midwifery Lecturer and Phd Student, Maternal and Infant Nutrition and Nurture Unit - University of Central Lancashire - Bridging the gap: How Baby Friendly impacts on the local cultures of a maternity unit in the north west of England.

Kajsa Brimdyr, PhD, CLC - Healthy Children Project, Inc. - Skin-to-skin contact: Moving the conversation on, what have we learned and where do we need to go? Find out more about Kajsa's research into skin-to-skin contact, including the development of an algorithm mapping optimal skin-to-skin contact after birth.

Dr Gill Thomson - BSc (Hons), MSc, PhD, FHEA, Reader (Associate Professor) in Perinatal Health - University of Central Lancashire - What does the evidence tell us about peer support?

Dr Wendy Jones - Pharmacist with special interest in the safety of drugs in breastmilk - The relationship between breastfeeding and perinatal mental health. View Wendy's slides (pdf).

Kelly Young - Matron, Neonatal Service, Bradford Royal Infirmary - Influencing change on a neonatal unit: The power of the parent's voice. View Kelly's slides (pdf).

CERPs

Continuing Education Recognition Points (CERPs) are available for IBCLCs who attended this year's Baby Friendly Annual Conference, 15-16 November 2018. Please email bfi@unicef.org.uk for more information.

Posters

The conference featured a selection of posters from delegates on the latest issues, research and innovations in infant feeding and parent-infant relationships. The document below shows some of the posters featured this year.

Next year's conference

Our 2019 Annual Conference will take place in Glasgow on 28-29 November. Booking will open in Spring 2019.

# data[].attributes.attachment_link.title
Annual Conference - Baby Friendly Initiative

# data[].attributes.attachment_link.description
For updates from the Conference follow us on Twitter using #bfconf and on our Facebook group. A full list of speaker abstracts, poster descriptions and exhibitor profiles, as well as updates on new resources and training from Baby Friendly, can be found in our Programme below (pdf download).

# data[].attributes.body
Senior Midwifery Lecturer

# data[].attributes.body
National Maternal & Infant Feeding Coordinatoe

# data[].attributes.body
Summary of finding

# data[].attributes.attachment_link.title
Scottish maternal and infant nutrition survey 2017 - gov.scot

# data[].attributes.attachment_link.description
Results from the 2017 Scottish Maternal and Infant Nutrition Survey. This first Scotland-only survey gathered data on maternal nutrition and infant feeding.