Improving Maternal and Infant Nutrition: A Framework for Action

Promoting and Supporting Breastfeeding: a local authority’s role – EastAyrshire CouncilEast Ayrshire Council recognises that promoting and supporting breastfeeding is notsolely an NHS activity. There are many ways in which all partners, including localauthorities, can work towards changing culture and supporting breastfeeding womenand babies. In response to reports that breastfeeding rates are remaining stubbornlylow, and a Critical Issue Review by the NHS, East Ayrshire Community HealthPartnership remitted East Ayrshire Council to develop a plan to widen the range ofactions to promote and support breastfeeding. Plans have been developed with thesupport of the NHS and the voluntary sector. These actions are being integrated intothe Improving Health and Wellbeing Theme of the Community Plan.• Promoting National Breastfeeding Awareness Week in Libraries and LocalOffices• Targeting pregnant staff with information during National BreastfeedingAwareness Week• Developing a staff Breastfeeding and Returning to Work Policy• Signing up to the NHS’s Breastfeed Happily Here Scheme by the ChiefExecutive, as a whole Council and rolling this scheme out initially to librariesand local offices, with phase 2, targeting nurseries and family centres, schoolsand community centres, currently underway• Working with NHS to develop a checklist and resource pack for nurseries andfamily centres to assist them in promoting and supporting breastfeeding withintheir establishments• Working with the NHS to provide schools with information and resources thatthey can use to address the topic of breastfeeding within the Curriculum forExcellence framework• Ensuring that breastfeeding is integrated into our Catrine GovernmentPathfinder Initiative• Working with NHS Health Scotland and our local NHS to implement therecommendations of the Social Marketing work taking place in northwestKilmarnock.For further information contact: April Masson april.masson@east-ayrshire.gov.uk4.32 Four of the six local authorities had work underway to improve weaningpractices. This was in partnership with public health nurses, dietitians andcommunity food projects, in addition to voluntary sector family support organisations.Training was provided by the NHS, and advice and information provided to parentsas required. All of those working in this area were focusing on mother and infantnutrition, targeting vulnerable groups in disadvantaged areas, for exampleregeneration areas.4.33 All six local authorities were doing work to improve the food and drinkprovision in nurseries and by childminders. Several initiatives were taking placeincluding provision for healthy eating, with fruit and vegetable grants, using theNutritional Guidance for Early Years, providing training for childminders on theseguidelines and provision of information and resources on weaning to parents.