2. Listening and learning......to move Baby Friendly forward

3. Its been quite a journey!

5. Essential for successful breastfeeding in 1938! u A desire to nurse u A stabilised nervous system u Freedom from worry or pain u A well formed breast with an adequate blood supply u Vigorous sucking on part of the infant u Feeding at regular intervals Mayes midwifery 1938

6. Let’s not forget...

7. Adverts in health services

8. Purpose of the UK Baby Friendly Initiative To improve practice within the health care system in order to increase breastfeeding rates and so improve child and maternal health.

9. BFI success u Skin contact widely practiced u Mothers and babies stay together u Baby led feeding promoted u Health professional skills improved u Decreased advertising in health service u Enhanced partnership working

10. Do you agree that Baby Friendly has influenced breastfeeding practice?

12. Promotion or pressure?

13. We have been listening

14. Lead’s Role

15. How BFI helped u Framework u Evidence based u Training u Guidance / advice u Liaison with other areas u Friendship and support u A listening ear

16. Challenges... u Embedding sustainable change u Antenatal information giving u Stressful assessments u Connecting with women u Keeping staff motivated

17. A changing service “Congratulations, it’s a midwife!”

18. Is antenatal information a challenge for you?

19. Is it difficult to keep yourself and others motivated?

21. What women want u Realistic expectations u Emotional aspects u Partner included u Peer support input u Women centred

22. What leads are suggesting... u Greater focus on outcomes u Assessments to support growth u Importance of nurturing u Support with communication

23. Remember also... ‘A bee shouldn’t be able to fly: it’s body is too heavy for it’s wings. But the bumblebee doesn’t know this and it flies very well’ (Conger 1991)

24. Feelings of failure

25. Love matters Early loving experiences are important to enable a baby to develop his or her full potential

26. “My life was really, really dull. The only thing that really stands out is the birth of my children. That’s the only thing that has happened to me ever.” “So that’s about it’ Ann

27. Do you agree that more can be done to support the mother/baby relationship?

28. Building on our success u Holistic, woman-centred approach u Mother baby relationship at the core u Greater emphasis on sustaining breastfeeding u Support with communication skills u Assessment more outcome-focused u Improved care for bottle feeding u Greater involvement of neonatal units

29. Anyone feeling nervous right now - wondering what this means for you?

30. Anyone feeling excited ?

31. Do you agree that Baby Friendly has influenced breastfeeding practice?

32. Is antenatal information a challenge for you?

33. Is it difficult to keep yourself and others motivated?

34. Do you agree that more can be done to support the mother/baby relationship?

35. Where would you like to see Baby Friendly going in the future?

36. Thank you Don’t forget to complete your blue cards and post them in the marked boxes