Updating the USDA National Breastfeeding Campaign Workshop Summary (2011) / Chapter Skim
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2 What Has Changed?
2 What Has Changed?
Pages 15-32
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From page 15... ...
Joseph Robare summarized recent and current studies that will provide data related to changes in WIC participation, hospital practices, the WIC program, and other relevant subjects. Marsha Walker highlighted programs, policies, and laws at the federal and state levels that have created a more supportive environment for breastfeeding than when the Loving Support campaign was first launched.
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From page 16... ...
Two in five millennial moms belong to a racial or ethnic group other than non-Hispanic White, and one in nine, or 11 percent, were born in the United States of an immigrant parent. Hispanic mothers account for the largest percentage of the population boom (Pew Research Center, 2010)
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Referring to findings from The Meredith Parents Network MomTrak® survey (2011) as well as from the Pew Internet & American Life Project (Horrigan, 2008)
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Recognizing these characteristics, Galanoudis concluded, will lead to a successful campaign. CHANGES IN THE WIC PROGRAM ENVIRONMENT Presenter: Kiran Saluja Just as the WIC participants' demographics and use of technology have changed since 1997, so too have WIC and the environment in which it operates, said Kiran Saluja, chair-elect of the executive committee of the National WIC Association and deputy director of the Public Health Foundation WIC Program, which serves more than 300,000 participants in and around Los Angeles, California.
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From page 19... ...
In light of these changes, the WIC program has stepped up to become the face of breastfeeding support in the community––active in coalitions and task forces, providing peer counseling and staff training, working with the National WIC Association to develop a summit and strategic plan, and making funds available to support breastfeeding. Informal Survey Results To assess where different states are in the continuum of change in providing breastfeeding promotion and support, Saluja sent an informal survey to state breastfeeding coordinators via the National WIC Association.
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From page 20... ...
A dilemma arises, however, in that WIC strongly supports breastfeeding while simultaneously providing free formula, which is a fierce competitor to breastfeeding because of its perceived monetary value, direct marketing, and other incentives. The new food package, Saluja said, offers a more viable alternative to the issuance of formula than existed previously.
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From page 21... ...
Specifically, the studies he discussed were the WIC Participant and Program Characteristic Study from 2008 (the 2010 data had not been not published at the time of the workshop) , the CDC National Immunization Survey data related to breastfeeding, the WIC Birth Month Study, the WIC Breastfeeding Peer Counseling Study, and the proposed WIC Infant and Toddler Feeding Practices Study II.
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From page 22... ...
. WIC Birth Month Study The design of the WIC Birth Month Study was based on a recom mendation in the IOM report, WIC Food Packages: Time for a Change (IOM, 2006)
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The final report is scheduled for release in September 2011. WIC Breastfeeding Peer Counseling Study The WIC Breastfeeding Peer Counseling Study, Phase I, which was also conducted by Abt Associates and is scheduled to be released shortly, provides a comprehensive and systematic picture of the implementation of the Loving Support peer-counseling program.
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From page 24... ...
As an update to the Infant and Childhood Feeding Practices Study, the upcoming study will be longitudinal in design in order to provide updated information on the feeding patterns of WIC infants, with expanded information on infant and toddler feeding behaviors. It will review nutrition education and breastfeeding promotion and support by WIC and other sources to determine the relative effectiveness of different approaches.
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From page 25... ...
It included various breastfeeding objectives, and of particular significance, Walker said, was its 2005 midcourse review that added exclusive breastfeeding targets. In that same year HHS issued the Blueprint for Action on Breastfeeding, which positioned breastfeeding as a public health issue, not just a positive individual choice.
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From page 26... ...
the number of infants exclusively fed breast milk at hospital discharge. As with the mPINC mentioned above, this measure shines a light on hospital practices (Joint Commission, 2011)
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From page 27... ...
The federal government supports breastfeeding through other agencies and programs, such as the USDA Child and Adult Care Feeding Program, the CDC Communities Putting Prevention to Work grants, and the White House's Let's Move campaign. Mothers, advocates, and health professionals are now much more vocal and politically savvy regarding breastfeeding and a woman's right to feed her child in a public place.
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From page 28... ...
• Existence of data about ongoing breastfeeding mothers versus discontinuers: Robare offered to check to see if the data exist. Harrison suggested that, if not, this might indicate the need for a new line of research for FNS going forward.
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From page 29... ...
. Those who have access use social media extensively, but Saluja said that they represent only a small percentage of overall WIC participants, at least in Los Angeles.
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From page 30... ...
2010a. Map 5: Percent of Children Exclusively Breastfed Through 6 Months of Age among Children Born in 2007 (provisional)
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http://www.whitehouse.gov/the-press-office/2010/12/20/presidential-memoran dum-delegation-certain-functions-and-authorities (accessed August 18, 2011)
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