Breastfeeding
The South Australian Department of Health funds the Centre for Health Promotion, WCHN, to provide statewide breastfeeding support through the SA Breastfeeding Program (SABP) Strategic and Action Plan 2007-2012 (SABPSAP) (pdf).
Aims and objectives
The aim of the South Australian Breastfeeding Program (SABP) is for breastfeeding to become the cultural norm in South Australia. Specifically:
'To increase the percentage of South Australian babies who are fully breastfed at every age from birth to six months and then to twelve months of age (with the addition of appropriate solids at approximately six months) in line with National Health and Medical Research Council recommendations'.
The five year SABSAP was developed in consultation with key stakeholders. The plan focuses on two main objectives:
- Increase the capacity of hospitals, health services, health professionals and volunteer organisations to provide best practice breastfeeding services.
- Increase community acceptance of breastfeeding as the cultural norm for South Australian babies.
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Baby Friendly Health Initiative (BFHI)
Protecting, Promoting and Supporting Breastfeeding in Australia
The SABP works to increase Baby Friendly Health Initiative (BFHI) accreditation in SA birthing hospitals and community services by utilising a capacity building model that provides incentives, networking opportunities, and developing useful written resources to support organisational change and partnerships.
Strategies implemented to support organisations achieve BFHI accreditation include:
- Free access for SA health professionals to the Babyfriendly online education program (elearning) which meets the 8 hours educational requirement of Step 2 of BFHI accreditation. Registrations are also accepted from interested Interstate and overseas parties who pay a nominal fee to complete the program.
- BFHI information sessions for hospitals (City and country locations)
- BFHI Community information session (City)
- Grants programs – Regional grants
Hospital grants
Community Health Service grants
What is Baby Friendly Health Initiative?
The Baby Friendly Health Initiative was developed jointly by WHO & UNICEF, and launched in 1991. It is an international project that aims to give every baby the best start in life by creating a health care environment where:
- Breastfeeding is the norm
- Practices known to promote the health and well-being of all babies and their mothers are followed.
'The Ten Steps to Successful Breastfeeding' (hyperlink) and the 'Seven Point Plan for sustaining Breastfeeding in the Community’ (hyperlink) are the global standards by which maternity facilities are assessed and accredited. A 'Baby Friendly' facility is one where a mothers' informed choice of infant feeding is supported, respected and encouraged, but where breastfeeding is promoted.
Accreditation
Baby Friendly accreditation is a quality improvement measure. Becoming accredited demonstrates that a facility offers the highest standard of care to all mothers and babies. Attaining accreditation reflects the commitment of the facilities staff and management.
BFHI accredited hospitals in South Australia
In South Australia (as at June 2010) the following hospitals and/or health services are BFHI accredited:
- Flinders Medical Centre, Bedford Park
- Loxton Hospital Complex
- Lyell McEwin Hospital, Elizabeth Vale
- Tanunda Hospital
- Millicent & District Hospital
- Southern Flinders Health - Crystal Brook Campus
- Kapunda Hospital
- Waikerie Health Service
- Women's Health & Safety CNAHS - Dale St Women's Health Services
- Women's Health & Safety CNAHS - Northern Women's Primary Health Services
- Gawler Health Service
- Mt Gambier & Districts Health Service
- Kangaroo Island Health Service
- Mid North Health - Booleroo, Jamestown, Orroroo, Peterborough
- Port Pirie Regional Health Service
- Clare Hospital and Health Services
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Resources to support BFHI
'Skin-to-skin' - Our first moments together DVD
This DVD was developed by Lyell McEwin Hospital staff with support from SABP. Skin-to-skin contact is the recognised strategy to meet Step 4 of the Ten Steps to Successful Breastfeeding – ‘Help mothers initiate breastfeeding within a hour of birth’, promoted by the Baby Friendly Health Initiative and WHO.
This DVD shows the benefits of 'skin-to-skin' contact in the first hour after birth following a vaginal and caesarean delivery and how skin- to - skin contact can be achieved in a hospital setting. It contains interviews with mothers about birthing in an accredited Baby Friendly Hospital that practices 'skin-to-skin' contact as well as staff interviews from a BFHI accredited facility. The DVD can also be utilised as an educational resource for health service staff and antenatal education for parents-to- be.
This DVD is only available to Health Services – not for general public distribution
To receive more information or an order form for this DVD, contact the Centre for Health Promotion SA Breastfeeding Program on (08) 81617777.
Baby friendly online education program (eLearning)
www.babyfriendly.com.au
The eLearning program was developed to provide a learning choice for hospital midwives where hospitals were preparing for BFHI accreditation.
The eLearning program meets the 8 hour minimum theoretical education required to meet Step 2 of BFHI education requirements. The program is available free to staff and volunteers across all disciplines in South Australia. Interstate and overseas participants pay a nominal fee to do the course.
Log on to http://www.babyfriendly.com.au/moodle/ and follow instructions on home page for easy entry.
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Social marketing
A social marketing campaign was implemented to encourage women to breastfeed for longer and to increase the acceptance of breastfeeding among the general community. The social marketing campaign was run in 2007, 2008 and 2009. The campaign included TV and radio advertising, outdoor advertising, online advertising and printed resources. The key message of the campaign was ‘Breastfeeding every month is a bonus’. To watch the TV campaign on YouTube, go to http://youtu.be/kJ1f7gTKuu0
The social media strategy was extensively evaluated. This evaluation was undertaken by Square Holes Pty Ltd in 2008 to track the effectiveness and awareness of the campaign. The report indicated there was good recall of the campaign with the level of recall growing between the campaigns. To access the report - CYWHS Community Breastfeeding Campaign .
Print resources
Two DL postcards were developed to support the ‘Breastfeeding every month is a bonus’ social media campaign. A3 posters were also available.
The poster below 'Start at the beginning - Children are our future ~ breastfeed' has been developed by SA Health. Multiple copies are available free from the Centre for Health Promotion.
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Infant formula information resources
The following resources were developed in response to health service staff and clients’ expressed need for this information and to meet Baby Friendly Health Initiative (BFHI) criteria. The criteria describes that appropriate information must be provided to parents who choose to feed their infant with formula.
The resources are intended for use by parents who have already made the decision to feed their infant with infant formula. Parents can only access the resources including the DVD by contact with Hospital/Health Service staff.
A detailed background paper is available on the CHP website that summarises the processes involved, evidence and rationale for developing the resources.
It is available at: http://www.healthpromotion.cywhs.sa.gov.au/library/Background_Paper.pdf
The resources include:
Infant Formula: A guide to safe preparation and feeding of infant formula - booklet
How to make up infant formula - easy read brochure
And a short DVD
Health care workers in South Australia can order resources through the Centre for Health Promotion.
Order form
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Other Reports
Review of Literature on Strategies to Support Breastfeeding
This review of literature on strategies to support breastfeeding was prepared for the Centre for Health Promotion by the Public Health Research Unit of the Children, Youth and Women's Health Service in 2006. It informs the SA Breastfeeding Action Plan 2007-12 by summarising and interpreting the literature on strategies for enabling longer breastfeeding duration, with a particular focus on the early months after birth.
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Contact details
For further information, or to order resources please phone Centre for Health Promotion on (08) 8161 7777 or complete the enquiry form on the contact us page.
Breastfeeding links
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