North Carolina Maternity Center Breastfeeding-Friendly Designation: A Model for Success

Key Strategy: Create a breastfeeding-friendly health care system Promoting, Protecting and Supporting Breastfeeding in NC Vision: North Carolina mothers will be enabled to begin their children’s lives by breastfeeding- the best possible foundation for infant and young child feeding.

Presenter Disclosures (1)The following personal financial relationships with commercial interests relevant to this presentation existed during the past 12 months: Catherine S. Sullivan No relationships to disclose

Background: N.C. Child Fatality Task Force Infrastructure Child Fatality Task Force Unintentional Death Committee Perinatal Health Committee Breastfeeding Work Group Intentional Death Committee

N.C. MCBFD Background N.C. CFTF NC Division of Public Health (Lead Agency)  Formed Workgroup  Formed Review Committee  Designed Materials  Day to day operations  Technical assistance and referral Review Committee:  CFTF/Perinatal Health (2)  NC Breastfeeding Coalition (2)  DPH-Women’s Health (2)  DPH-Nutrition Services (2) Endorsements:  NC CFTF  NC Hospital Association  NC Pediatric Society

How does a facility receive the designation? Must complete the NC NCBFD Application available at Application requires the facility to review each of the Ten Steps, must provide documentation of implementation Applications are reviewed on a quarterly basis For each two steps implemented the facility will be designated one star (max 5 stars)

How often can the facility apply? Applications are accepted on a quarterly basis (Oct, Jan, April, July) A facility may apply more than one time in the three year designation period e.g. a facility receives two stars and is able to implement additional steps and want to reapply for four stars

What happens after the designation is made? The maternity center receives the following: A letter with the designation level awarded by the State Health Director A certificate of designation A CD with logos for the center level of designation (with instructions for use of the logos) A sample press release Public recognition on the nutritionnc.com website

N.C. MCBFD Progress 24 current designees Technical assistance provided to ~10 additional maternity centers 146 webinar participants since August 2010 Adopted by Washington Adapted by Georgia Model adapted for Breastfeeding-Friendly Child Care Designation (coming in 2012)

NC Kids Eat Smart Move More Special Nutrition Programs

Durham Alamance Alexander Alleghany Anson Ashe Avery Beaufort Bertie Bladen Brunswick Buncombe Burke Cabarrus Caldwell Carteret Caswell Catawba Chatham Cherokee Clay Cleveland Columbus Craven Cumberland Dare Davidson Davie Duplin Edgecombe Forsyth Franklin Gaston Gates Graham Granville Greene Guilford Halifax Harnett Haywood Henderson Hertford Hoke Hyde Iredell Jackson Johnston Jones Lee Lenoir Lincoln McDowell Macon Madison Martin Mecklenburg Mitchell Montgomery Moore Nash New Hanover Northampton Onslow Orange Pamlico Pender Person Pitt Polk Randolph Richmond Robeson Rockingham Rowan Rutherford Sampson Scotland Stanly StokesSurry Swain Transylvania Tyrrell Union Vance Wake Warren Washington Watauga Wayne Wilkes Wilson Yadkin Yancey Pasquotank Perquimans North Carolina Maternity Center Breastfeeding- Friendly Designation Awardees BFHI & NICHQ Projects Chowan Camden Currituck NICHQ Best Fed Beginning Project  New Hanover Regional Medical Center  Rowan Regional Medical Center  Women’s Hospital of Greensboro  Carolinas Medical Center-Main  Presbyterian Hospital-Charlotte Counties highlighted in heavy black border have at least on maternity center that has achieved fully Baby Friendly Designation from Baby Friendly USA

N.C. mPINC Scores

The Local Agency Role WIC/Public Health Collaborating on Steps 3,5,6,8,10 Prenatal education: self advocacy, feeding on demand, anticipatory guidance No freebies/marketing Training Centers WIC Regional BF Coordinator available for training Carolina Global Breastfeeding Institute Area Health Education Centers (AHEC)

The Local Agency Role WIC/Public Health WIC Hospital Outreach Handout State developed crib card Peer Counselors Service Delivery Model

“Alone we can do so little; together we can do so much.” -Helen Keller

For more information: Catherine Sullivan, MPH, RD, LDN, IBCLC State Breastfeeding Coordinator