• Identify gaps in training provision <strong>and</strong> make appropriate recommendations toaddress these5.4 The sub-group identified key groups of staff as follows, although the list isillustrative not exhaustive:• NHS: midwifery teams, public health nursing teams including nursery nurses,GPs <strong>and</strong> practice staff, paediatricians, obstetricians, dietitians, nutritionists,oral health staff including dentists, oral health educators, dental hygienists,dental nurses, dental health support workers, health promotion staff,pharmacists, learning disability teams, mental health teams, addictionservices teams, sexual health staff.• Local authority: social services staff, social care staff, early years workers,teachers, family support workers, community learning & development teams.• Community <strong>and</strong> voluntary sector staff: community food initiative workers <strong>and</strong>volunteers, healthy living centre staff, charity/voluntary organisation staff <strong>and</strong>volunteers e.g. National Childbirth Trust, Breastfeeding Network, La LecheLeague.• Others: Childminders, private <strong>and</strong> partnership nursery staff, prison staff ,foster carers5.5 There are groups of staff whose role requires in-depth knowledge of, <strong>and</strong>expertise in, maternal <strong>and</strong> infant nutrition such as midwives, public health nurses <strong>and</strong>GPs. Other staff, however, such as early years staff <strong>and</strong> family support workers areexpected to have a basic awareness <strong>and</strong> underst<strong>and</strong>ing of the importance ofmaternal <strong>and</strong> infant nutrition, <strong>and</strong> be able to signpost parents <strong>and</strong> carers toappropriate sources of support. It is important that all staff <strong>and</strong> volunteers, across allorganisations, have the appropriate level of education <strong>and</strong> training required <strong>for</strong> theirscope of practice.Communication <strong>and</strong> Engagement <strong>for</strong> Behaviour Change sub-group – Terms ofReference:• Identify the key target audiences that need to be reached through the<strong>Framework</strong>;• Identify current communications activity in progress across Scotl<strong>and</strong> toimprove maternal <strong>and</strong> infant nutrition;• Recommend specific actions <strong>for</strong> delivering <strong>and</strong> supporting the uptake of keymessages that will contribute to achieving the communications outcomes ofthe <strong>Framework</strong>.5.6 Enabling <strong>and</strong> supporting parents, particularly mothers, to change theirbehaviour through improving their knowledge, motivation <strong>and</strong> skills, is a key aim ofthis <strong>Framework</strong>. The diagram overleaf highlights the complexity of supportingbehaviour change due to the various factors, people <strong>and</strong> organisations that influencewomen prior to conception, during pregnancy <strong>and</strong> in the earliest years of their child’slife. One of our biggest challenges is reaching those who may not normally accessservices <strong>and</strong> they are likely to be those that will benefit most from additional support.Building supportive relationships <strong>and</strong> tailoring services to meet the needs of those inour target audiences is central to how we communicate engage with women <strong>and</strong>their families.
FoodMediaKnowledgeSkillsIncomeCommunity Development WorkersTransportSocial WorkersGPs, Practice Nurses,Pharmacists, Sexual HealthServices, TeachersManufacturersYouthWorkersPublic Health Nurses,Nurseries, Childminders,Playgroups, ParentingGroups, Employers, GPs,Pharmacists, Oral Healthstaff, Health Promotion staff,Community & voluntarysectorRetail Sector1-3Pre-conceptionWomanPartner, Parents,Family, Friends0-1PregnancyMidwives, Public Health Nurses, GPs, Oral healthstaff, Pharmacists, Peer Support Groups (e.g. <strong>for</strong>breastfeeding, weaning, toddlers), HealthPromotion staff, Childminders, Nurseries,Playgroups, community & voluntary sectorMidwives, GPs,Obstetricians, Pharmacists,Employers, Dietitians,Voluntary organisationsCaterersRetailersCulture Early Years WorkersValues &BeliefsReligion
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Improving Maternaland Infant Nutrit
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© Crown copyright 2011ISBN: 978-0-
- Page 5 and 6: • Indicators for Outcomes 6.9•
- Page 7 and 8: Executive SummaryImproving the nutr
- Page 9 and 10: IntroductionIn order to change infa
- Page 11 and 12: important for the scope to go beyon
- Page 13 and 14: 1.6 In 2003, the Royal College of P
- Page 15 and 16: 1.17 The Healthy Start Scheme was i
- Page 17 and 18: Chapter 2: Why is Maternal and Infa
- Page 19: Birth Weight and Health2.10 A mothe
- Page 22 and 23: her wider community. The factors ar
- Page 24 and 25: 2.31 Infant formula is manufactured
- Page 27: Summary2.48 The diet and nutritiona
- Page 31 and 32: Birth weight of infants born in Sco
- Page 33 and 34: Breastfeeding at Birth3.23 Informat
- Page 35 and 36: Figure 5: Breastfeeding at the 6-8
- Page 37 and 38: 3. Water should be added to the bot
- Page 39 and 40: Chapter 4: Current Activity across
- Page 41 and 42: AccreditedAyrshire Maternity Unit,
- Page 43 and 44: Community Mothers Breastfeeding Sup
- Page 45 and 46: 4.18 Just over half of Boards had a
- Page 47 and 48: policies for each nursery, provisio
- Page 49 and 50: 4.26 Eight Boards had an obesity st
- Page 51 and 52: Promoting and Supporting Breastfeed
- Page 53 and 54: Parents Cooking Group, Gowans Child
- Page 55: Chapter 5: Process for Development
- Page 59 and 60: Government and WHO publications. It
- Page 61 and 62: OUTCOMESShort Term (0-3 yr) Medium
- Page 63 and 64: 5.24 The activities were compared t
- Page 65 and 66: • Introduce new routinely collect
- Page 67 and 68: Chapter 7: Action Plan7.1 It is rec
- Page 69 and 70: training and be integrated into und
- Page 71 and 72: 2. Baby Friendly InitiativeActivity
- Page 73 and 74: 3.5 Work with private sector compan
- Page 75: Breastfeeding Mothers• Access to
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- Page 85 and 86: 56. Gregory J, Collins D, Davies P
- Page 87 and 88: Appendix 1: Membership of Maternal
- Page 89 and 90: Appendix 2: Membership of sub-group
- Page 91 and 92: Appendix 3: Healthy eating advice f
- Page 93 and 94: Appendix 4: NICE Public Health Guid
- Page 95 and 96: Appendix 5: Indicators for Short, M
- Page 97 and 98: 6 All relevant national & localpoli
- Page 99 and 100: complementary feedingRelevant resou
- Page 101 and 102: 15 Increased acceptability ofbreast
- Page 103 and 104: 23 reduced inequalities in childnut
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