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Issue 9: 9 December 2009
Kia ora tatou katoa, Talofa lava, Malo e lelei, Kia orana, Fakaalofa lahi atu, Ni sa bula, Taloha ni and greetings. In this issueNational Breastfeeding Education Campaign
Photo competition
How it worksThe competition has a regional flavour, and we're looking for breastfeeding photos taken in local or landmark locations. For instance: on the shores of Lake Rotorua, at a South Auckland market, by a pohutukawa tree in the Far North, on a Southland sheep farm – anywhere mums might normally breastfeed while out and about. The photo could feature just mum and baby or it could show several mums and babies breastfeeding. For the competition, New Zealand has been divided into eight regions, and a winner and runner up from each region will be selected by public vote. The competition runs from December 2009 until 12 February 2010. Winners will be announced on 19 February. More information is available on www.breastfeedingnzphotos.org.nz. We would really appreciate the support of the breastfeeding sector in promoting the competition. The wording above can be used in newsletters and on websites, and we also have pamphlets with competition details. Many thanks to those who are helping to distribute these pamphlets; if you are also able to help, please contact Megan Williams. Breastfeeding posters and wristbands now availableImages of breastfeeding mums are being displayed in bus stops and shopping malls around the country. Four of these images are now also available as posters, and can be ordered free through the HealthEd website: www.healthed.govt.nz. The four posters are:
Smaller quantities can be ordered from www.bebo.com/breastfeedingnz. Auckland Parent and Child Show
A supportive and comfortable breast-feeding environment was provided at the stand, and women could also learn about the online breastfeeding communities. A lactation consultant was on-hand to answer questions and give advice. Television presenter Sonia Gray attended with her twin daughters, supporting breastfeeding and providing mums with encouragement. Celebrity support for breastfeedingTwo high profile Kiwis are helping promote breastfeeding. Joe Rokocoko and Beverley Politini
However, Beverley says breastfeeding wasn't easy at the start. "I just assumed you would put baby to breast and off you go, but it was really difficult to get Cyprus to latch on at first, especially during those early morning feeds when we were both tired." To add to the stress, Joe had to leave to play in South Africa when Cyprus was just two days old, leaving Beverley without her main supporter. Beverley says she initially struggled with breastfeeding and had the 'baby blues'. "I just wanted to jump on a plane home to Fiji! My mum would ring from Fiji and tell me to hang in there." Thankfully Joe's mother came to stay while he was away, giving Beverley much-needed support. But then suddenly, when Cyprus was six weeks old, he started to latch on really easily and breastfeeding became a breeze. Joe and Beverley are completely sold on the health benefits of breastfeeding. "It's the best thing for the child," says Joe. "It's the best nutrition and you find your child doesn't get sick as much. Also, with breastfeeding, you know where the milk is coming from and that it's safe." Sonia Gray
Sonia was determined to breastfeed the babies, but found it far more challenging than she had expected. "In hospital, when they were first born, I would squeeze out colostrum and Simon would feed it to the babies using a syringe. Then my milk came in and I tried breastfeeding but they were too little to manage it. I was really despondent when it didn't work. "At each feed we gave them 10 minutes to get on, and then when they didn't, they were fed expressed breast milk through their nose tubes. I started to think 'I'm never going to be able to do this.'" Looking back Sonia says she doesn't quite know where she found the strength to persevere, but it was the right decision. "Now breastfeeding comes really easily. One of the things that kept me going was knowing that millions of women had done this before me. "I knew that breastfeeding was something really special that only I could give them, and that if I stopped it would be much harder to start again." Her message to other mums is that breastfeeding may not be easy for everyone at first, but it's worth keeping at it. "I remember the first time one of the babies got on the breast, I thought, this is the best feeling in the world, with baby happily feeding." Breastfeeding DVD
This comment from one midwife is typical of the feedback we are getting: "I absolutely loved this DVD. This will be such a valuable resource for teaching, supporting and promoting breastfeeding. It is fantastic that this is a New Zealand publication, made in New Zealand, by New Zealand for New Zealanders." The DVD is primarily being distributed by midwives but will also be available to others involved in caring for pregnant and breastfeeding women. Content was developed with the guidance of a specialist advisory panel and there has also been consultation with a wide range of stakeholders and providers. The DVD takes a documentary-style approach, following real families through the process of having a baby and adjusting to breastfeeding. Topics covered include: preparing for birth, initiating early feeds, a good latch, being out and about, information for partners/supporters and returning to work. The DVD is being viewed up to 900 times a day on YouTube. Copies are also available from www.healthed.govt.nz. International attention for breastfeeding campaign
A US breastfeeding blog said: "The pictures used in the campaign are absolutely beautiful... What makes these ads so powerful and extraordinary is that they're so mundane. They are simply photographs of women going about their daily lives, breastfeeding in the library, on the bus and at the airport. These ads are a huge step in the right direction to help normalise breastfeeding, particularly in public. Anyone in marketing in New Zealand looking for a job?" Project Manager Megan Williams says the Ministry is thrilled and humbled that the campaign has been so well received. "As is always the case, this is due to the input of a large number of people, including the group of breastfeeding experts who advised on the development of the DVD, the ongoing support received from the wider breastfeeding sector, DHB staff who help spread the messages at a local level, Ministry of Health staff who oversee campaign implementation, agency GSL Network, and of course breastfeeding mums themselves who everyday embody the campaign slogan that breastfeeding really is a natural part of life." For further informationIf you have any questions or contributions and would like further information, please email Megan Williams at megan_williams@moh.govt.nz or phone on 04 816 3395. |
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This month sees the launch of our national photo competition – we're looking for stunning snaps of mums and babies breastfeeding outside the home. The purpose of the competition is to celebrate breastfeeding and reinforce that breastfeeding in public is completely natural.
Also available for no charge are wristbands with the wording 'Breastfeeding, a natural part of life'. Developed for pregnant women and new mums, the wristbands can be ordered in lots of 100 by emailing
The National Breastfeeding Education Campaign had a strong presence at the Auckland Parent and Child Show at the end of October. The new breastfeeding DVD was shown for the first time, and received extremely positive feedback. Over 1600 free copies,
along with promotional wrist bands, were given out to mums and mums-to-be attending the show.
Sporting star Joe Rokocoko and his wife Beverley Politini
are avid supporters of breastfeeding and Beverley was determined to breastfeed
their baby son Cyprus, born in February 2009.
Television presenter Sonia Gray's fraternal twin girls Inez and Thandie were born in March 2009. They were six weeks early and both weighed just under 2.3 kilos.
We're thrilled at the feedback we're receiving on the new DVD
Breastfeeding. Naturally. The DVD has received a number of positive comments from mums and mums-to-be, as well as from midwives and others involved in the care of pregnant women. 
The National Breastfeeding Education Campaign has been receiving attention from far and wide! Positive comments from the health sector, and mums themselves, have been received from France, Ireland, and the US.
