The Breastfeeding Team2009-2013

It Really Works

Margaret BalutaEast Coast Community

Healthcare

6-8WK Breastfeeding Rates 2009

ABSOLUTELY TERRIBLE 28-35%

WHY ?

• 70 YEARS OF MARKETING COWS MILK• INVESTMENT FOR BF CARE

• NHS RELIANCE ON; - 1. GOODWILL / VOLUNTEERS 2. NO PERFORMANCE TARGET

WHAT CHANGED?

• UNICEF BABY FRIENDLY MANDATORY• EXCELLENT PUBLIC HEALTH RESEARCH• PUBLIC HEALTH INVESTMENT BECOMES NHS

FUNDING PRIORITY• LEADERS & COMMISSIONERS FROM KEY

PROFESSIONAL GROUPS TARGET DRIVEN TO IMPROVE STANDARDS.

Team Lead

2 Staff Nurses

2 Admin

2009 Team

Investment in a Sustainable BF Team

•Professional Home Visiting Service

•Recruit local partner leaders•CC increase involvement•Set up social media•Meet National Targets

•UNICEF Awards 100% outcomes•Client Led• Consistent service delivery•Quality of training and staff•Develop Father Inclusive Peer Support Programme

•UNICEF Stages•Train new Team•Train all clinical staff•Develop excellent partnerships

•Design Client Resources•Free Breast pump Hire Service

•Expand Baby Café to 5 day service

•Population & Demographics•Area Geography •Gap in Market. Poor Service.•Competitors•Partners

ResearchPlan

DeliverEvaluateQuality

Plan Educated Workforce

Market Sustainable

Service

LeadExcellent

Teams

UNICEF FULL ACCREDITATION

Leadership is the freedom to effect change

1.

NATIONAL CAREER DEVELOPMENT IN BREASTFEEDING

EMPLOYED IN BFT

• ADMIN BAND 2

• STAFF NURSE• VOLUNTEER PEER SUPPORTER • STAFF NURSE• ADMIN• ADMIN

CAREER DEVELOPMENT

• PEER SUPPORT -> 2ND YEAR STUDENT NURSE.

• HEALTH VISITOR• STAFF NURSE HEALTH VISITOR• HEALTH VISITOR STUDENT• BREASTFEEDING PRACTITIONER• PEER SUPPORTBREASTFEEDING

PRACTITIONER

Improved Service Standards?

2009 Statement of intent to improve

• Develop a Breastfeeding support Service

• Market the service via Midwifery, Health Visiting, Children’s Centres

• Wait for the referral calls from new mothers and professionals

• 2 Baby Cafes

2013 UNICEF Evidence for full accreditation

• A sustainable dedicated breastfeeding service (BFT)• Proactive face to face home visiting care offered and delivered to all

mothers in the area• 24hr telephone support line• Developed the wrist bands with 24hrs care number. • Father Inclusive Peer Support (FIPS) Coordinator• 30 active peer supporters on wards, Baby Café, home visiting. • Free Breast Pump Hire for a minimum of 42 days.• 2 dedicated consultants who assess and divide TT.• 9 Baby Cafés across Great Yarmouth and Waveney and all based in

Children’s Centres.• Targeted Home Visiting Peer Support Programme for Great Yarmouth

were the lowest rates of 6-8wk BF rates are across the organisation. To improve support to the most vulnerable families

• Partners in the 5* service developed in partnership with Beccles Children’s Centre.

• INVESTMENT IN SOCIAL MEDIA USE OF IPADS• The Breastfeeding Team APP (for launch 8th October 2013)

Baby Café BecclesFATHERS MAKE A DIFFERENCE

CQUINNFriends & Family

Clients have their say

Fantastic CareThank you!!

24 hour help line&

Home visiting?Brilliant.

The Team needs to be much larger bring to

Norwichplease.!

Me! 2 years

BreastfeedingMy

BabyAmazing!

WE LOVEThe Baby

Cafe

Waveney Breastfeeding Status August 2013

6 to 8 weeks status IP18 IP19 IP20 NR32 NR33 NR34 NR35 Grand Total(6421.) Bottle fed at 6 weeks 1 1 2(6422.) Breast fed at 6 weeks 3 8 5 7 3 26(6423.) Breast and supplement fed at 6 weeks 1 6 3 1 1 12(Ua1JX) Giving expressed breast milk 1 1 5 7(YA737) Formula milk fed 1 4 31 15 4 3 58Total children 2 8 1 47 28 12 7 105% Breastfeeding (Totally or partially) 50.0% 50.0% 0.0% 31.9% 46.4% 66.7% 57.1% 42.9%

First recorded status IP18 IP19 IP20 NR32 NR33 NR34 NR35 SuffolkBreastfed 1 6 1 20 12 8 4 52Artificial 1 2 27 16 4 3 53Total children 2 8 1 47 28 12 7 105% Breastfeeding (Totally or partially) 50.0% 75.0% 100.0% 42.6% 42.9% 66.7% 57.1% 49.5%

I’ve Been

Breastfed

Thank Youxxx