Updating the USDA National Breastfeeding Campaign Workshop Summary (2011) / Chapter Skim
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1 Opening Session
1 Opening Session
Pages 5-14
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From page 5... ...
In 1997 USDA launched Loving Support Makes Breastfeeding Work,1 a national campaign to promote breastfeeding to WIC participants and their families. More than 10 years later USDA wants to build on the successes of the campaign, taking into account the changes that have occurred and the knowledge gained in this country and in the WIC Program since that time.
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From page 6... ...
Greenaway said that NWA supports, promotes, and encourages breastfeeding as the first and most important form of infant feeding in order to improve the overall health and nutritional health of WIC mothers and infants. The association recently released a comprehensive national breastfeeding strategic plan for the WIC Program, accompanied by a blueprint with six steps to achieve WIC breastfeeding goals (NWA, 2011)
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From page 7... ...
It would also be helpful to include more role-playing tools, especially those that address issues that breastfeeding mothers confront daily, such as helping them to withstand pressure to wean early, to deal with difficult employer situations, and to manage breastfeeding while working or attending school. They suggested tools for facilitating or implementing breastfeeding support groups in the WIC clinics or other WIC settings as well as expanded partnerships between WIC and community groups, particularly physician partners.
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From page 8... ...
The WIC Program supports breastfeeding mothers by providing anticipatory guidance, counseling, and educational materials; a greater quantity and variety of foods for breastfeeding mothers than for non-breastfeeding mothers; one-on-one support from WIC Peer Counselors; longer participation in the program than for non-breastfeeding mothers; and breastfeeding aids, such as breast pumps and shells, to help women continue their commitment to breastfeeding. Establishing Loving Support Loving Support Makes Breastfeeding Work is the USDA campaign launched in 1997 to promote breastfeeding to WIC participants and their families with a social marketing strategy that includes mass media, participant education materials, and technical assistance to WIC staff.
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From page 9... ...
The primary target audiences are those directly involved with WIC: participants, local WIC staff, and WIC state breastfeeding coordinators. Secondary audiences include those who interact with WIC mothers: significant others and grandmothers, health care providers, and the general population.
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From page 10... ...
Changes in benefits offered in the WIC Program include revisions to the WIC food packages that strengthen WIC's breastfeeding promotion efforts and provide incentive to mothers to initiate and continue breastfeeding their infants. Workplace accommodations for breastfeeding mothers are another important change to consider.
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From page 11... ...
Loving Support in Action Since the launch of the Loving Support campaign in 1997, FNS has implemented several initiatives and trainings that are built on the Loving Support theme. In 2002 grants were awarded to state agencies to bring WIC staff together with community partners to develop strategies and conduct trainings to build breastfeeding-friendly communities.
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From page 12... ...
SOURCE: USDA/FNS, 2000. Fig 1-1.eps bitmap, legend type redrawn Legend 0-20% 20-40% 40-60% 60-80% 80-100% No Data FIGURE 1-2 Breastfeeding initiation rates among WIC infants, 2008.
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From page 13... ...
Recently, new WIC food packages were introduced with the goals of better meeting the nutritional needs of breastfeeding mothers and infants, minimizing the amount of formula provided to breastfed infants while mothers develop their milk supply, and increasing the dollar value and attractiveness of the full-breastfeeding food package. The WIC Peer Counseling Program has also expanded.
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From page 14... ...
How can the images used in the media for communication efforts with WIC participants be revitalized? How can the WIC Program address the barriers that continue to exist for WIC breastfeeding mothers?
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