New Breastfeeding Campaign Launched

Published by: Health Promotion and Protection

Published on: Thursday, October 1, 2009

Breastfeeding is natural, but it may not happen naturally. It may take time to learn. That is the foundation of a new campaign designed to help and support new moms and their babies through the toughest first few weeks of breastfeeding. The campaign's slogan is Breastfeeding: Learning Makes It Natural launched Oct. 1, the first day of World Breastfeeding Week.

Quotes

“New moms need to know they're not alone. The first six weeks of breastfeeding are the most difficult and we want moms, their partners and their families to start out with realistic expectations, and know there's help and support out there if they need it.” Maureen MacDonald, Health Promotion and Protection Minister

“I was totally unprepared for the breastfeeding battle I would face as a new mom. I expected it to come naturally but it was a lot of work. I couldn't have had a successful breastfeeding experience without getting help from a larger community support network.” Sarah Thompson of Halifax, mother still breastfeeding her one-year-old child.

Quick Facts

  • Research with mothers, families and health-care professionals revealed that moms often do not feel prepared or have realistic expectations about breastfeeding.
  • Many mothers think breastfeeding is going to be easier and more natural than it feels when their babies are first born. They feel pressure to be supermoms, and often fear they will fail at breastfeeding. They also say they need more support and want to know where to go for help.
  • The campaign is designed to show the successes and challenges associated with breastfeeding in an honest and realistic way.
  • The campaign includes television, print and online ads, posters and bookmarks, and a website, first6weeks.ca will help mothers connect with other moms who are going through the same experiences, and will help them find support for breastfeeding.
  • Research suggests 88 per cent of Nova Scotians know that breastfeeding is healthier for babies, and that 77 per cent of Nova Scotians support moms breastfeeding in public.
  • It is recommended that all babies be exclusively breastfed until six months of age with continued breastfeeding for two years and beyond once family foods are introduced. This is in keeping with national and international research and recommendations.
  • While breastfeeding rates have improved over the last number of years, Nova Scotia continues to have among the lowest rates of breastfeeding in the country. About 75 per cent of moms start to breastfeed when their child is born, yet only 36 per cent of them are still breastfeeding at four months.
  • Each District Health Authority supports and promotes breastfeeding in different ways. Examples include telephone support lines, resources for employers and business owners to help them support breastfeeding employees, family resource centres and community support groups in the province, including La Leche League.

Learn More

Media Contact

Tara Walsh
Health Promotion and Protection
902-424-6527
E-mail:

Images

Teresa Lorman smiles with her two children.
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Sarah Thompson holds her son Ryan beside a sign promoting the breastfeeding campaign.
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Tina Swinamer holds her daughter at the breastfeeding campaign launch.
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Audio

Health Promotion and Protection Minister Maureen MacDonald says the goal of the program is to promote, protect and support breastfeeding in the province.
Ms. MacDonald says she feels strongly about the program, especially the social marketing campaign
Sarah Thompson of Halifax is still breastfeeding her one-year-old child. She says learning does make breastfeeding natural.