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Formula Promotion in Dane Couty

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Marissa Paulson

on 18 July 2014

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Transcript of Formula Promotion in Dane Couty

Why Formula Promotion Matters
Statement of Goals
Find out what clinics around Dane County are doing with breastfeeding promotion and formula promotion

Address the barriers we find to clinics being breastfeeding friendly- provide resources, support, ideas.
PHMDC works to support and encourage breastfeeding for new mothers
Formula Promotion in Clinical Settings in Dane County
Marissa Paulson
Health Benefits
Infant diarrhea and ear infections
Lower Respiratory Tract disease and Leukemia
Sudden Infant Death Syndrome
Chronic diseases like Type 2 Diabetes, Asthma and Obesity
Decreased Risk for:
"Breastfeeding is the physiological norm for both mothers and their children. Breast milk offers medical and psychological benefits not available from breast- milk substitutes" -AAFP (8)
"Breast milk is uniquely suited to the human infant's nutritional needs and is a live substance with unparalleled immunological and anti- inflammatory properties that protect against a host of illnesses and diseases." - Surgeon General's Call to Action to Support Breastfeeding (1)
Clinics in Dane County
Sent letter to Clinic Managers
Visited Clinics
Participating Clinics
Evaluation Materials
Waiting Area
Formula Company Representatives
Breastfeeding Report Card 2013 for WI
81.3% of infants begin breastfeeding
17% of births take place in Baby- Friendly designated facilities
23% of infants are given formula before they are two days old
Healthy People 2020
Increase proportion of breastfed ever infants to 81.9%
Reduce infants who are given formula within first two days of life to 14%
"The infant formula industry has contributed to low rates of breastfeeding through various methods of marketing and advertising infant formula." (4)
"Exposure to formula promotion materials increased significantly breast-feeding cessation in the first 2 weeks." (6)
"Additionally, among women with uncertain goals or breast-feeding goals of 12 weeks or less, exclusive, full and overall breast-feeding duration were shortened." (6)
Thank you!
Laura Berger
Mentor and Project developer
Public Health Madison and Dane County
Breastfeeding Coalition of South Central Wisconsin
Area Health Education Centers- CHIP Program
Baby Friendly Hospital Initiative
Standard 1.0
Have a written breastfeeding policy that is routinely communicated to all health care staff and is posted in all areas of the health facility that serve mothers, infants and children.
WIC Breastfeeding Friendly Criteria
Standard 3.10
All areas serving pregnant women are free from materials that promote artificial feeding and breast milk substitutes.
Standard A
Standard B
Educational and promotional materials portray breastfeeding as the preferred method of infant feeding.
Formula is not promoted within the clinic.
Follow Up Letter
Wendi Rebholtz
clinics kept extra formula at the clinic
Formula Samples
kept it in closed cabinet
clinics gave away free samples of formula
gave it to all new moms
gave it to new moms who asked or were in need
Gift Bags
clinics gave new moms gift bags
gave all new moms a gift bag
gave gift bags to new moms who asked or were in need
Formula Coupons
clinics gave out coupons for formula
gave coupons to all new moms
gave coupons to new moms who asked or were in need
Who decides what new mothers receive?
clinics said the provider or nurse decides
clinics had anything related to breastfeeding displayed in their waiting area
clinic had formula coupons out for anyone to take
clinic had a flyer with breastfeeding support contact information
clinics have formula company reps that visit their clinic
reach out to the reps- for more samples or for specific types of formula samples if they are running low
clinics receive unsolicited boxes of formula shipped to their clinic
clinics said the clinic manager decided what to display
clinics said upper management decided what to display
gift bags were free of formula company influence
UW Cross Plains
UW Northeast Family Medical Center
UW Oregon
UW Fitchburg
UW Yahara
UW 20 S. Park
UW East
UW West
UW Sun Prairie
UW Stoughton
UW DeForest- Windsor
UW Odana Atrium
UW Mt. Horeb
UW East Towne
UW 1102 S. Park
UW Verona
Meriter Monona
Meriter McKee
Meriter Fitchburg
Meriter West Washington
Meriter Center for Perinatal Care
Dean Sun Prairie
Dean Deerfield
Wildwood Family Clinic
Associated Physicians
Access Community Health Center
Wingra Family Medical Center
1. US Department of Health and Human Services. Office of the Surgeon General.
The Surgeon General's Call to Action to Support Breastfeeding.
Washington, DC. 2011. Print.
2. "2020 Topics and Objectives".
3. "Baby Friendly Hospital Initiative: Facility Self- Appraisal Tool."
Baby- Friendly USA.
4. Kaplan, Deborah, L and Kristina M Graff. "Marketing Breastfeeding- Reversing Corporate Influence on Infant Marketing Practices."
Journal of Urban Health.
2008. Web.
5. World Health Organization.
International Code of Marketing of Breast- Milk Substitutes
. Geneva. 1981. Print.
6. Howard, Cynthia, Fred Howard, Ruth Lawrence, Elena Andresen, Elisabeth DeBlieck, Michael Weitzman. "Office Prenatal Formula Advertising and It's Effect of Breast- Feeding Patterns."
Obstetrics and Gynecology
. 2000. Web.
7. "Breastfeeding Friendly WIC Clinic Criteria."
. WIC and Nutrition Services. Web.
8. "Executive Summary: Breastfeeding and the Use of Human Milk."
American Academy of Pediatrics.
www. aap.org. 2012. Web.
9. Centers for Disease Control and Prevention.
Breastfeeding Report Card for Wisconsin.
2013. Print.
Full transcript