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Healthy Eating - Healthy Action
Oranga Kai - Oranga Pumau

National Breastfeeding Promotion Campaign


The government has funded the Ministry of Health to develop a national breastfeeding promotion campaign to improve breastfeeding rates and duration, especially for high-need groups, and Māori and Pacific peoples who have lower rates of breastfeeding than the non-Māori and non-Pacific population.

Breastfeeding features in the Ministry’s Healthy Eating-Healthy Action (HEHA) strategy and its associated implementation plan. Breastfeeding in the early years is important for nutritional and physical wellbeing from infancy right through to adulthood. A breastfeeding promotion campaign provides the opportunity to contribute to efforts improve the long-term health of the population and reduce health inequalities between population groups.

Publications


Breastfeeding Social Marketing Campaign Update Newsletter
information on the campaign's progress

Comprehensive Plan to inform the design of a national breastfeeding promotion campaign
The Ministry commissioned scoping work to determine the barriers to breastfeeding, particularly for Māori and Pacific peoples, and how to address those barriers.

A comprehensive plan was produced from the scoping work to inform the design of a national breastfeeding promotion campaign. The plan recommends that the proposed campaign takes a comprehensive approach and uses a range of strategies and messages to improve support for mothers, and to promote and encourage supportive environments for breastfeeding.

The overall goal of the campaign is to increase the proportion of infants being exclusively breastfed to six months and the proportion of infants partially breastfed beyond 6 months (this is consistent with World Health Organization breastfeeding recommendations).

BFHI/BFCI Breastfeeding Training and Education Requirements - view in the Breastfeeding section
This paper, prepared by the New Zealand Breastfeeding Authority for the Ministry of Health, is part of the development of a breastfeeding training programme – one of three key components of breastfeeding work being done under the Healthy Eating – Healthy Action implementation plan.


Questions and answers


Questions and answers about the National Breastfeeding Promotion Campaign


Related links


Breastfeeding.org.nz
Information on the National Breastfeeding Promotion Campaign and Ministry of Health information on Breastfeeding.

National Breastfeeding Committee
The Ministry of Health set up the National Breastfeeding Advisory Committee (NBAC) to develop, lead and co-ordinate a national breastfeeding plan aimed at improving New Zealand's breastfeeding rates. The NBAC was dis-established in its current form, and re-established as the National Breastfeeding Committee (NBC) with a role as a group to guide implementation of the plan.

Implementing and Monitoring the International Code of Marketing of Breast-milk Substitutes in New Zealand
The International Code aims to contribute to providing safe and adequate nutrition for infants by protecting and promoting breastfeeding.

New Zealand Breastfeeding Authority (www.babyfriendly.org.nz)
NZBA's primary focus has been on the establishment of the Baby Friendly Hospital Initiative (BFHI), together with the development of the Baby Friendly Community Initiative (BFCI).

La Leche League (www.lalecheleague.org.nz)
Our mission is to help mothers to breastfeed through mother-to-mother support, education, information, and encouragement and to promote a better understanding of breastfeeding as an important element in the healthy development of the baby and mother.

NZ Lactation Association (www.nzlca.org.nz)
International Board Certificated Lactation Consultants offer support and specialist assistance to mothers and seek to strengthen and support all others concerned with the care of postpartum women.

Page last updated: 9 September 2009


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