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Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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UPDATING THE USDA NATIONAL

Breastfeeding
Campaign

Workshop Summary

Paula Tarnapol Whitacre and Sheila Moats, Rapporteurs

Food and Nutrition Board

INSTITUTE OF MEDICINE
           OF THE NATIONAL ACADEMIES

THE NATIONAL ACADEMIES PRESS

Washington, D.C.

www.nap.edu

Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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THE NATIONAL ACADEMIES PRESS    500 Fifth Street, N.W.    Washington, DC 20001

NOTICE: The project that is the subject of this report was approved by the Governing Board of the National Research Council, whose members are drawn from the councils of the National Academy of Sciences, the National Academy of Engineering, and the Institute of Medicine.

This study was supported by Contract No. AG-3198-C-10-0017 between the National Academy of Sciences and U.S. Department of Agriculture. Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the organizations or agencies that provided support for this project.

International Standard Book Number-13: 978-0-309-21919-8
International Standard Book Number-10: 0-309-21919-1

Additional copies of this report are available from the National Academies Press, 500 Fifth Street, N.W., Lockbox 285, Washington, DC 20055; (800) 624-6242 or (202) 334-3313 (in the Washington metropolitan area); Internet, http://www.nap.edu.

For more information about the Institute of Medicine, visit the IOM home page at: www.iom.edu.

Copyright 2011 by the National Academy of Sciences. All rights reserved.

Printed in the United States of America

The serpent has been a symbol of long life, healing, and knowledge among almost all cultures and religions since the beginning of recorded history. The serpent adopted as a logotype by the Institute of Medicine is a relief carving from ancient Greece, now held by the Staatliche Museen in Berlin.

Suggested citation: IOM (Institute of Medicine). 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press.

Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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Knowing is not enough; we must apply.
Willing is not enough; we must do.
”      

                                                —Goethe

image

INSTITUTE OF MEDICINE
              OF THE NATIONAL ACADEMIES

Advising the Nation. Improving Health.

Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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THE NATIONAL ACADEMIES

Advisers to the Nation on Science, Engineering, and Medicine

The National Academy of Sciences is a private, nonprofit, self-perpetuating society of distinguished scholars engaged in scientific and engineering research, dedicated to the furtherance of science and technology and to their use for the general welfare. Upon the authority of the charter granted to it by the Congress in 1863, the Academy has a mandate that requires it to advise the federal government on scientific and technical matters. Dr. Ralph J. Cicerone is president of the National Academy of Sciences.

The National Academy of Engineering was established in 1964, under the charter of the National Academy of Sciences, as a parallel organization of outstanding engineers. It is autonomous in its administration and in the selection of its members, sharing with the National Academy of Sciences the responsibility for advising the federal government. The National Academy of Engineering also sponsors engineering programs aimed at meeting national needs, encourages education and research, and recognizes the superior achievements of engineers. Dr. Charles M. Vest is president of the National Academy of Engineering.

The Institute of Medicine was established in 1970 by the National Academy of Sciences to secure the services of eminent members of appropriate professions in the examination of policy matters pertaining to the health of the public. The Institute acts under the responsibility given to the National Academy of Sciences by its congressional charter to be an adviser to the federal government and, upon its own initiative, to identify issues of medical care, research, and education. Dr. Harvey V. Fineberg is president of the Institute of Medicine.

The National Research Council was organized by the National Academy of Sciences in 1916 to associate the broad community of science and technology with the Academy’s purposes of furthering knowledge and advising the federal government. Functioning in accordance with general policies determined by the Academy, the Council has become the principal operating agency of both the National Academy of Sciences and the National Academy of Engineering in providing services to the government, the public, and the scientific and engineering communities. The Council is administered jointly by both Academies and the Institute of Medicine. Dr. Ralph J. Cicerone and Dr. Charles M. Vest are chair and vice chair, respectively, of the National Research Council.

www.national-academies.org

Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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PLANNING COMMITTEE FOR UPDATING THE USDA NATIONAL BREASTFEEDING CAMPAIGN: A WORKSHOP*

RAFAEL PÉREZ-ESCAMILLA (Chair), Professor of Epidemiology & Public Health, and Director, Office of Community Health, Yale School of Public Health, New Haven

KARAN DIMARTINO, Marketing and Outreach Manager, Nutrition Division, Massachusetts Department of Public Health, Boston

GAIL G. HARRISON, Professor, School of Public Health, and Director, Center for Global and Immigrant Health, University of California, Los Angeles

M. JANE HEINIG, Executive Director and Academic Administrator, Human Lactation Center, Department of Nutrition, University of California, Davis

JAMES H. LINDENBERGER, Director, Center for Social Marketing at the College of Public Health, University of South Florida, Tampa

CAROLE PETERSON, Coordinator, Indiana Regional Lactation Center and Tippecanoe/White County WIC Program, National WIC Association Breastfeeding Committee Chairperson, Lafayette

Study Staff

SHEILA MOATS, Study Director

JULIA HOGLUND, Research Associate

HEATHER BREINER, Program Associate

ANTON L. BANDY, Financial Associate

GERALDINE KENNEDO, Administrative Assistant

LINDA D. MEYERS, Director, Food and Nutrition Board

__________________

*Institute of Medicine planning committees (IOM) are solely responsible for organizing the workshop, identifying topics, and choosing speakers. The responsibility for the published workshop summary rests with the workshop rapporteur and the institution.

Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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Suggested Citation:"Front Matter." Institute of Medicine. 2011. Updating the USDA National Breastfeeding Campaign: Workshop Summary. Washington, DC: The National Academies Press. doi: 10.17226/13235.
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Reviewers

This report has been reviewed in draft form by individuals chosen for their diverse perspectives and technical expertise, in accordance with procedures approved by the NRC’s Report Review Committee. The purpose of this independent review is to provide candid and critical comments that will assist the institution in making its published report as sound as possible and to ensure that the report meets institutional standards for objectivity, evidence, and responsiveness to the study charge. The review comments and draft manuscript remain confidential to protect the integrity of the process. We wish to thank the following individuals for their review of this report:

Adam Burns, Strategic Planning and Research, Porter Novelli, Washington, DC

Gail G. Harrison, School of Public Health, University of California, Los Angeles

Hope Kenefick, HWK Consulting, Barrington, NH

Carol A. MacGowan, National Center for Chronic Disease Prevention and Health Promotion, CDC, Atlanta, GA

Although the reviewers listed above have provided many constructive comments and suggestions, they were not asked to endorse the final draft of the report before its release. The review of this report was overseen by Hugh H. Tilson, University of North Carolina. Appointed by the Institute of Medicine, he was responsible for making certain that an independent examination of this report was carried out in accordance with institutional procedures and that all review comments were carefully considered. Responsibility for the final content of this report rests entirely with the authors and the institution.

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Support for breastfeeding has been a priority of the WIC program since its inception in the 1970s. The Loving Support Makes Breastfeeding Work campaign, which the U.S. Department of Agriculture's (USDA) Food and Nutrition Services launched in 1997, emphasizes key components needed for a breastfeeding mother to be successful. More than a decade after the campaign began, USDA wants to update it, taking into account changes in the WIC program, participants, and technology. On April 26, 2011, the IOM hosted a workshop to bring together experts to discuss what has changed since Loving Support began, lessons learned from other public health campaigns, and suggestions for where to take the campaign in the future.

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