Rotherham Public Health Annual Report This is the third part of a 12 part series from Rotherham’s Director of Public Health, and the first time the Public Health report has been produced directly for the public. For more information, or if you have any comments, please contact the Rotherham Director of Public Health, Dr John Radford, on john.radford@rotherhampct.nhs.uk
Breastfeeding Although Rotherham’s breastfeeding initiation rate is increasing in line with national targets, we are still well below the national average. NHS Rotherham is developing new services to increase the number of women who choose to breastfeed and to support them to breastfeed for longer. Background Breastfeeding has a major role to play in promoting health and preventing disease in both the short and long term for infant and mother. Breastfed babies are less likely to suffer from conditions such as gastroenteritis, chest, urinary tract and ear infections, juvenile diabetes and childhood obesity. Mothers who breastfeed have a reduced risk of ovarian and breast cancer and osteoporosis. The Department of Health recommends that breast milk is the best form of nutrition for babies and that all babies should be exclusively breastfed in the first 6 months of life and continue to receive breast milk along with appropriate solid foods beyond the first 6 months. Why is this an issue for Rotherham? Mothers are less likely to breastfeed if they are young, have a low level of educational attainment or are from lower socio-economic groups. Rotherham breastfeeding initiation rates are well below the national average. Nationally only 48% of babies are receiving breast milk at 6 weeks of age and only around 10% are exclusively breastfed. 90% of the mothers who stopped breastfeeding within 6 weeks would have preferred to breastfeed for longer. The Rotherham Infant Feeding Audit (2007) identified that only 34% of babies were still breastfed at 6 weeks, but this figure is based upon limited data and the actual figures are likely to be lower. The most common reasons given for stopping breastfeeding in national and local surveys are insufficient milk, rejection of breast by the baby and breast pain. These problems are largely preventable or treatable with the right information and support. There is a national target to increase initiation rates, which we have consistently achieved and NHS Rotherham has set targets to increase the number of babies being breastfed at 6 weeks of age to 28% by 2009 and 34% by 2011. What are we doing in Rotherham? We are working with Rotherham Foundation Trust and the Local Authority Children’s Centre Network to gain UNICEF UK Baby Friendly accreditation, which is known to improve breastfeeding care and increase breastfeeding initiation and duration rates. A joint Breastfeeding Policy and Breastfeeding Strategy are being adopted by both Trusts and all staff will receive training on the policy. The Breastfeeding Strategy will identify the key personnel with responsibility for delivering breastfeeding care and monitoring standards and will set target dates for the implementation plan. Peer support for breastfeeding within local communities can make a real difference. This involves recruiting women who have successfully breastfed their babies to receive breastfeeding training to support new breastfeeding mothers. There are well established peer support groups based at Rawmarsh and Rotherham Central Children’s Centre and we are seeking to extend this across the Borough. Rotherham’s ‘Be A Star’ campaign will soon be launched dedicated to increasing the number of young mum’s who choose to breastfeed. The images show Rotherham women showcasing the confidence and pride that comes with breastfeeding. NHS Rotherham is working with Parkgate shopping centre on a number of exciting projects to promote and launch the campaign.
Further information Contact Vicky Wilkinson, Infant Feeding Co-ordinator on 01709 302182 www.rotherhampct.nhs.uk/ healthprofessionals www.babyfriendly.org.uk www.breastfeeding.nhs.uk