BREASTFEEDING

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• BREASTFEEDING
• FRIENDLY
• CAMPAIGN-
• CAMBUSLANG
• RUTHERGLEN
• Lara Calder
• Health Improvement Team Leader

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POPULATION PROFILE-Cambuslang Rutherglen

• Cambuslang Rutherglen has a population of
  56,000 and falls within South Lanarkshire Council
  and Greater Glasgow NHS Board areas. Since April
  2009 primary care services have been managed by
  NHS Lanarkshire.
• It is a diverse area with pockets of deprivation.
  According to the SIMD (2006) 36.7 of the 15
  most deprived of datazone areas in South
  Lanarkshire lie in Cambuslang Rutherglen. With
  approximately 28 of the Camglen population
  living in a Scottish Index Multiple Deprivation
  datazone area.

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POPULATION PROFILE-Cambuslang Rutherglen

• Teenage pregnancy figures reflect the variance in
  the area with some areas having a rate 43 above
  the national average and other areas having a
  rate 46 below. Overall, teenage abortion rate
  (6) above Scottish average.
• Breastfeeding Rates have remained static for a
  number of years with
• 39.2 of women initiating breastfeeding
• 28.6 at 7days are exclusively breastfed
• 17.7 at 6 weeks are exclusively breastfed (ISD,
  2008) .

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LOCAL BREASTFEEDING WORK

• Breastfeeding support groups- Cambuslang
  Rutherglen has two community groups based in
  health settings supported by public health
  nursing staff
• Community mothers south lanarkshire-
  breastfeeding support programme involving local
  women who as volunteers provide support and
  encouragement to breastfeeding mothers within
  their own communities
• Unicef UK Baby Friendly Initiative- Cambuslang
  Rutherglen locality is currently working towards
  their stage one assessment.
• Previous consultation work with local
  breastfeeding mothers identified a lack of local
  venues which were seen to be breastfeeding
  friendly.

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BREASTFEEDING FRIENDLY CAMPAIGN-purpose approach

• Increase the numbers of premises who welcome
  women who wish to breastfeed.
• Promote public acceptability awareness in
  Cambuslang Rutherglen with an emphasis on
  venues premises in regeneration areas
• Raise awareness of the Breastfeeding (Scotland)
  Act 2005
• Enable women to be confident about breastfeeding
  their baby when they are out about with their
  baby in the local area
• Increase the awareness of the benefits of
  breastfeeding

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BREASTFEEDING FRIENDLY CAMPAIGN-purpose approach

• Support and improve the breast feeding culture
  within the area with the ultimate aim to increase
  the numbers of women feeding in public and
  lengthen the duration of their breastfeeding
• Following meetings with Glasgows Breastfeeding
  Network Lanarkshires Breastfeeding Initiative
  a funding application was made to the
  regeneration agency Changing Places. The funding
  criteria required the campaigns emphasis to be
  on working to improve the breastfeeding culture
  within the data zone areas to help address health
  inequalities.
• A steering group was established to manage the
  project and sessional development workers
  employed.

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BREASTFEEDING FRIENDLY CAMPAIGN-The Process

• Local venues were visited by the development
  workers to conduct a breastfeeding assessment.
• Those willing to be signed up to the campaign
  sign a certificate of commitment.
• They are then issued a window sticker to be
  displayed prominently and a award certificate.
• Publicity materials- premises listed in Out
  about with your baby, breast feeding friendly
  campaign leaflet listing the venues distributed
  by midwifes at breastfeeding workshops health
  visitors at first visit breastfeeding support
  groups
• local community resources utilised e.g. community
  matters newspaper, Camglen Radio, Health Centre
  Tescos

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WORKING WITH THE COMMUNITY

• The project employed local women who had
  breastfed in public.
• The development workers liaised with local
  parents and breastfeeding mothers through focus
  groups. They also sought views by attending local
  nurseries, baby clinics breastfeeding support
  groups.
• Consultation work with local breastfeeding
  mothers identified
• a general lack of local venues which were seen
  to be breastfeeding friendly and highlighted
  particular venues as less breastfeeding friendly.
• Premises visited were identified by the mothers
  as being used by families local people.

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WORKING WITH PARTNERS THE COMMUNITY

• Cambuslang Rutherglen has a good history and
  proven track record of partnership working. The
  project could not have been achieved without the
  support of a number of Partner agencies.
• The breastfeeding friendly campaign provided a
  unique opportunity for a number of public
  voluntary sector organisations to take a bottom
  up approach and to work in partnership with the
  local community.

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Venues premises

• In total 105 premises joined the campaign ranging
• from
• Venues which have been highlighted as being
  visited regularly by parents babies e.g. GP
  surgeries, leisure facilities, pharmacies,
  supermarkets, dentists, banks, post offices
  cafes
• Venues in Cambuslang Rutherglen data zone
  areas.
• South Lanarkshire Council Premises
• Public Places within Cambuslang Rutherglen
  perceived by mothers as less receptive to
  breastfeeding and opportunistic street work
• A list of all organisations across Lanarkshire
  the 105 local
• premises who joined the campaign can be found at
• www.lanarkshirebreastfeeding.org.uk

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BREASTFEEDING FRIENDLY CAMPAIGN- Findings Key
Recommendations

• Introduction of the campaign has supported
  several other areas of work objectives e.g. NHS
  Lanarkshires breastfeeding strategy, achieving
  Unicef UK baby Friendly Initiative, Health
  Promoting Nursery Award.
• Interest in basic breastfeeding awareness
  training from a number of organisations has been
  generated
• Enhanced partnership working for future projects
  initiatives
• Recommend employing designated workers
• Recommend working in partnership with local
  mothers to
• revisit organisations to check they are still
  breastfeeding friendly

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Contact Details Lara CalderHealth Improvement
Team Leader Cambuslang Rutherglen Locality
Cambuslang Clinic5 Johnston DriveCambuslangG72
8JRTelephone- 0141 643 3516/3517Email-
lara.calder_at_lanarkshire.scot.nhs.uk