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Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
• Breastfeeding Welcomed Here: Beyond the Sticker Campaign
Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
• Breastfeeding Welcomed Here: Beyond the Sticker Campaign • Describe the current landscape of business policies related to
breastfeeding friendly employers.
Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
• Breastfeeding Welcomed Here: Beyond the Sticker Campaign • Describe the current landscape of business policies related to
breastfeeding friendly employers. • Employee/Business Training
Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
• Breastfeeding Welcomed Here: Beyond the Sticker Campaign • Describe the current landscape of business policies related to
breastfeeding friendly employers. • Employee/Business Training • Describe how the community (or advocates in particular) can
best approach a negative breastfeeding incident
Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
• Breastfeeding Welcomed Here: Beyond the Sticker Campaign • Describe the current landscape of business policies related to
breastfeeding friendly employers. • Employee/Business Training • Describe how the community (or advocates in particular) can
best approach a negative breastfeeding incident
Why me
Copyright Julie’s Village, Inc, 2014
Field Trip
Copyright Julie’s Village, Inc, 2015
Julie Hamilton, MA, CLC Master’s in Civic Leadership, Human Behavior Change
• Founded Julie’s Village Inc, a non-profit organization for prenatal interventions
• President, Nashville Breastfeeding Coalition
• Chair, Breastfeeding Alliance for Families in TN
Julie Hamilton, MA, CLC Master’s in Civic Leadership, Human Behavior Change
• Produce events called the Best Baby Shower and Sip and See • Creator of Before You Breastfeed and Breastfeeding Ready
Restaurants
Julie Hamilton, MA, CLC Master’s in Civic Leadership, Human Behavior Change
• Before You Breastfeed
• Breastfeeding Ready Restaurants
Breastfeeding Welcomed Here: Beyond the Sticker
Breastfeeding Welcomed Here: Beyond the Sticker
Karlesha
Casey
Jennifer
Ashley
• Victoria Secret
• YMCA
• Target
• Delta
• Friendly’s
• Nashville Sound
• Chick-fil-a
Breastfeeding Welcomed Here: Beyond the Sticker
reconnect new mothers to community increase breastfeeding duration
safe locations
nursing in public a non-event
Copyright Julie’s Village, Inc, 2014
Field Trip
Copyright Julie’s Village, Inc, 2014
Field Trip
Copyright Julie’s Village, Inc, 2014
Field Trip
6 weeks
Why is This So Important?
Why is This So Important?
Why is This So Important?
New mothers fearful of nursing in public
confine themselves at home
disconnected from
• family
• friends
• colleagues
• smiles
• encouragement
Reframing Nursing in Public
inappropriate or sexual
frowning, complaining, humiliating momma
Breastfeeding gifts:
Cheer her on for affecting generational health
Who wants to be the one that discourages a momma who loses that baby to SIDS or develops diabetes or is later diagnosed with breast cancer
X
Copyright Julie’s Village, Inc, 2015
The
GIFTs
Copyright Julie’s Village, Inc, 2015
*Decreases SIDS
NICU
In Baby
Copyright Julie’s Village, Inc, 2014
Lonely momma
Take the Pledge
Business owners or managers
Doctor offices
Retail stores
Restaurants
Houses of worship
Daycares
Hair salons
Libraries*
YMCAs*
Goodwill*
Pledge:
Breastfeeding Welcomed Here!
I pledge to provide a welcoming environment
Pledge:
Breastfeeding Welcomed Here!
I pledge to provide a welcoming environment
where breastfeeding mothers are able to sit anywhere
Pledge:
Breastfeeding Welcomed Here!
I pledge to provide a welcoming environment
where breastfeeding mothers are able to sit anywhere and enjoy a friendly attitude from staff, management and other customers while breastfeeding.
Pledge:
Breastfeeding Welcomed Here!
I pledge to provide a welcoming environment
where breastfeeding mothers are able to sit anywhere and enjoy a friendly attitude from staff, management and other customers while breastfeeding.
Staff members are knowledgeable on how to handle complaints about breastfeeding.
Pledge:
Breastfeeding Welcomed Here!
I pledge to provide a welcoming environment
where breastfeeding mothers are able to sit anywhere and enjoy a friendly attitude from staff, management and other customers while breastfeeding.
Staff members are knowledgeable on how to handle complaints about breastfeeding.
Staff and concerned customers will be informed that breastfeeding in public is protected by Tennessee law (TCA 68-58-101) and that this business welcomes breastfeeding patrons
Goals of the Campaign
Stretch:
1. Drive business owners or managers to Take the Pledge on the web site
2. Drive community members (moms) to ask frequented establishments to Take the Pledge
Goals of the Campaign
Stretch:
1. Drive business owners or managers to Take the Pledge on the web site
2. Drive community members (moms) to ask frequented establishments to Take the Pledge
Realistic:
1. Prime the community for volunteer canvass days
Place pressure or burden on
those that discourage mothers
from breastfeeding
Mandatory!
Place pressure or burden on
those that discourage mothers
from breastfeeding and place
*ABSOLUTELY NO PRESSURE*
on moms themselves
Mandatory!
Media
• City Newspaper Print
• City Newspaper Online
• NPR Morning Traffic
• Digital Billboards – Qty. 5
• Neighborhood Newspapers – Qty. 8 (Graffiti)
• Parent Magazine (4 editions) – April
• Parent Baby Guide – Spring article
Media
• City Newspaper Print
• City Newspaper Online
• NPR Morning Traffic
• Digital Billboards – Qty. 5
• Neighborhood Newspapers – Qty. 8 (Graffiti)
• Parent Magazine (4 editions) – April
• Parent Baby Guide – Spring article
Campaign
200 Locations in 2 years
Results 200 new locations
Learned
All non-canvass locations came from regional
parent mag, FB and NPR
Lunch and Canvass days less effective
Commitment of 2 per coalition member
Speaking to Businesses
Good Better Best
• Time • Audience
Good
Educate employees on the laws
1. Are you aware there are laws that protect moms breastfeeding in public?
Good
Educate employees on the laws
1. Are you aware there are laws that protect moms breastfeeding in public?
2. Employees don’t say anything to nursing mothers (a non-event)
Good
Educate employees on the laws
1. Are you aware there are laws that protect moms breastfeeding in public?
2. Employees don’t say anything to nursing mothers (a non-event)
3. A complaining customer is helped to feel more comfortable but the mom never knows
Example: Canvass Day
Better
Why Does it Matter? – Public Health, Risks to health of mom and baby
– Her choice and voice
Better
Why Does it Matter? – Public Health, Risks to health of mom and baby
– Her choice and voice
Written breastfeeding policy – How to handle customer complaints
– Escalation ladder (employee, manager, etc)
– Where will employees pump and store milk
Example: Lunch-n-Learn, Panel, Meeting with
Managers
Best
• Employee Training – role play, why
emotions are high, complex issue, case
studies
• Social Media Templates
• Spokesperson Statements
• FAQs on web site
Example: Consulting
A Negative Incident
A Negative Incident
FB Message: Can you help me with a nurse-in?
A Negative Incident
FB Message: Can you help me with a nurse-in?
Thoughts on Nurse-Ins
Seek first to understand, not punish
Seek first to understand, not punish
Educate Ask for training, new policies. They don’t know
If Nurse-In: COMPANY -Offer signature items -Be caught smiling and welcoming -Have water and tea -Usually what moms want is pic in front of sign Help them with that -Welcome moms on social
If Nurse-In: MOMS -Smile -Focus on other moms and your baby -Assign a leader -Designate a time -Pay for what you eat
Next Steps: A state breastfeeding connector
A higher-level approach, top/down Who’s already where we want to be
More coalitions
Julie Hamilton, MA, CLC Redirecting Breastfeeding Pressure:
Community and Workplace Support of Breastfeeding
[email protected] 615.483.6017