“Loving Support Makes Breastfeeding Work” is the national WIC breastfeeding promotion campaign and implemented at the state level. The VDH Breastfeeding Peer Counselor Program is tasked to promote breastfeeding in WIC Programs within 35 local health districts throughout the Commonwealth of Virginia.
WIC’s National Breastfeeding Promotion Goals
- Increase referrals to WIC for breastfeeding support
- Encourage WIC participants to initiate and continue breastfeeding
- Increase general public acceptance and support of breastfeeding
- Provide technical assistance to WIC professionals to promote breastfeeding
The Virginia Department of Health (VDH) and the Division of Community Nutrition is committed to increasing the breastfeeding rates found within CDC’s 2014 Breastfeeding Report Card.
- To improve infant and family health by making breastfeeding the cultural norm.
- To improve the rates of breastfeeding exclusivity and duration
- To meet the National Healthy People 2020 Breastfeeding Objective .
- 81.9% of women ever breastfeeding
- 60.5% breastfeeding their infants at 6 months of life
- 34.1% breastfeeding their infants at 1 year of age
- 44.3% of infants being exclusively breastfed through 3 months of life
- 23.7% of infants being exclusively breastfed through 6 months of life
VDH WIC’s Promotion Strategies
- Create breastfeeding friendly WIC Clinic Sites by providing a comfortable and discreet area for breastfeeding.
- Offer larger food packages for breastfeeding WIC participants.
- Include positive breastfeeding messages in individual and group education sessions and materials.
- Provide guidance from trained, experienced, dedicated, friendly Peer Counselors and WIC Staff.
- Help WIC participants overcome barriers so they can achieve their breastfeeding goals.
- Work with community partners and a vast referral network to assist families with their health needs.
- Screen and educate participants who need access to WIC’s Breast Pump Loan Program.
- Utilize culturally sensitive language services to assist WIC participants.
When Successfully Supported and Promoted, Breastfeeding Will:
- Become the preferred infant feeding method.
- Build a positive environment within the health care setting.
- Create a demand for breastfeeding information.
- Increase health benefits for mothers and babies.