New Breastfeeding CD Launced in the UK

To mark the start of National breastfeeding week a new cd has been produced in the UK which will help mums to breastfeed and is being launched this week.

To mark the start of National Breastfeeding Awareness Week (11-17th May 2008), Best Beginnings, the UK child health charity and the Department of Health, NHS Health Scotland, Welsh Assembley Government and the Health promotion agencies in Northern Ireland are today launching a new breastfeeding DVD at the Royal College of Midwives Annual Conference.

The DVD entitled, 'From Bump to Breastfeeding - following real mothers' stories to find out how' , is designed to help midwives and health visitors support mums to breastfeed. It gives positive breastfeeding information to women who are unsure about the decision to breastfeed and encourages those who are, to continue for longer.

The DVD is a unique collaboration between Best Beginnings, voluntary organisations and all the relevant royal colleges; The Royal College of Midwives, The Royal College of Nursing, The Royal College of Obstetricians and Gynaecologists, The Royal College of Paediatrics and Child Health, The Royal College of General Practitioners and Community Practitioners and Health Visitors' Association. In total, over fifty stakeholders have been involved in the development of its content.

The BAFTA award winning filmmaker Jacqueline Smith produced the DVD, which follows nine very different women and their families on their breastfeeding journey. It explores the women's expectations and concerns as they prepare to have their baby, their experiences of learning how to breastfeed, and the places they go for support. The DVD also looks at the women's different experiences of introducing solids.

A panel of healthcare professionals and breastfeeding experts have advised on the content, which meets UNICEF UK Baby Friendly Standards. It has also been tested during development with focus groups of mums, including teenage mums and women from disadvantaged groups. Best Beginnings founder & CEO Alison Baum said, "Only with accurate information and practical support can there be real choice for families about how to feed their babies. The DVD will enable more mothers across the UK to have the information and reach out for the support so that they can enjoy breastfeeding their babies for as long as they wish."

Dawn Primarolo, Public Health Minister said:

"The DVD will be a useful tool for health professionals and breastfeeding counsellors to use to support mums to breastfeed for longer. It will appeal to all women who are having a baby as it follows ordinary women on their breastfeeding journey and addresses hopes and concerns that are relevant to all. It is essential that we demonstrate breastfeeding as the normal and natural way to feed a baby and encourage mums to continue to breastfeed and help them give their baby the best start in life."

The DVD has uniquely been funded by all four health departments across England, Northern Ireland, Scotland and Wales, demonstrating the support for breastfeeding from health authorities nationwide, with additional support from the Tedworth Charitable Trust.

All pregnant women across the UK will have access to the DVD and it will be the responsibility of individual NHS Trusts and Health Boards to distribute the DVDs in their area. It will be launched to the public in July 2008.

The DVD will be available from July 2008. It will be distributed in England via Prolog and midwives will be able to request the DVD by calling Prolog on 08701 555 455. For Scotland, contact NHS Health Scotland on 0131 536 5500.

1. For more information,visit: http://www.breastfeeding.nhs.uk

2. The final DVD which will be distributed to mothers-to-be will also contain five supplementary films accessible from the DVD menu. These will be: *I'm expecting more than one - can I breastfeed? *My baby was born early or poorly - can I breastfeed? *What can I expect in the early weeks? *Things aren't going smoothly - where can I go for help? *How do I express breast milk?

3. The Department of Health recommends exclusive breastfeeding for the first 6 months (26 weeks) of an infant's life, as it provides all the nutrients a baby needs. Breastfeeding (and/or breastmilk substitutes, if used) should continue beyond the first 6 months along with appropriate types and amounts of solid foods

4. Best Beginnings - Best Beginnings is a registered charity pioneering new ways of reaching those facing the greatest child health inequalities in the UK. to find out more visit http://www.bestbeginnings.info

Department of Health Breastfeeding Campaign

The Department of Health is implementing a campaign to promote breastfeeding; increasing the initiation rates and encouraging continuation through the early weeks and beyond. The campaign targets health care professionals including midwives and health visitors as well as pregnant women (particularly young mothers) and the general public. This is part of a wider campaign for Maternal & Infant Nutrition to promote breastfeeding, best practice weaning, the uptake of vitamin D and folic acid supplements before and during pregnancy and breastfeeding.

Welsh Assembly Government

A national programme has been drawn up in Wales to support and promote breastfeeding to the youngest mothers and those who left school earliest. This programme comprises a range of funded activities that incorporate work within the NHS and with the community, schools and voluntary sectors.