Hospital Gifts That Encourage Breastfeeding
By Teri Brown
The idea is so simple it’s hard to believe it has been overlooked for so long. In hospitals around the country, new mothers go home with a bag of goodies provided by companies whose sole purpose is to sell their product – formula. Breastfeeding advocates have long decried these goody bags whose tempting wares are often the breastfeeding undoing of many an exhausted mother. A small group of women were inspired to come up with bags of their own, bags that encourage breastfeeding, not bottle feeding!
Inspired by the Best
Sally L. Gartner, RNC, IBCLC, is the in-patient obstetric nurse and breastfeeding coordinator for the birthing center at Coshocton County Memorial Hospital in Coshocton, Ohio. Her interest in breastfeeding was both personal and professional, and her deep-seeded belief is that breast truly is best.
“I know that breast milk is the optimum nutrition for a baby,” she says. “It is not only species specific but 50 percent genetically specific to the particular child. Thus a baby has less risk of developing allergies. Breast milk also has many infection-fighting properties.”
Gartner goes on to list other breastfeeding advantages, the psychological closeness, the health benefits for premature babies and the benefits for mothers, such as a decreased risk of breast cancer and a possible decrease in post menopausal osteoporosis. In the immediate postpartum period, breastfeeding decreases postpartum hemorrhage and also helps the mother get back to her pre-pregnancy weight.
“These are just a few of the many advantages of breastfeeding,” Gartner says. “It is very important for the public in general to be aware of these advantages. It is also important for health care workers to have a good understanding of the advantages of breastfeeding.”
A Shared Goal
Gartner and Anita Timmons, the breastfeeding coordinator for WIC of Coshocton County, formed The Breastfeeding Coalition of Coshocton County a couple of years ago. “It was and has been a long-term goal of the coalition to somehow provide a take home bag to the breastfeeding mothers that would replace the gift bag they currently get from a formula company,” says Gartner. “It has long been established through studies that when a mother is sent home with formula samples or a formula gift bag, the longevity of breastfeeding is decreased.”
Because of her job with WIC, Anita Timmons was in the perfect position to plug new mothers into the coalition and the idea. “I felt it was a wonderful idea, as I feel very strongly that giving a breastfeeding mom formula leaves them with the impression that they are not going to be successful with breastfeeding,” she says. “Giving them a breastfeeding gift bag with breastfeeding items is a positive reinforcement to a superior product, breast milk, over formula! As a health professional, I feel it is my duty and obligation to promote the best possible products to promote the best possible health for both Mom and Child. Once a mom has chosen to breastfeed, we need to give her every tool possible to make her successful, and giving formula does not do that.”
Timmons says their local hospital and the majority of physicians and nurses have been very supportive of the idea. “Their support is phenomenal,” she says. “Just looking back five to 10 years ago, I have seen a positive change in the medical community embracing the research on the benefits of breastfeeding and am thrilled with the support that breastfeeding moms now receive. We still have a long way to go in the United States to make breastfeeding the norm, but progress is being made and projects such as this help in that process.”
What’s in the Bag?
Just what will the bags include? Jessica Flores, a WIC breastfeeding peer helper and mother of three from West Lafayette, Ohio, says that is still to be determined. It depends on what they can get different companies to donate. “I thought a variety of breastfeeding products would help new moms find resources without having to test every product on the market,” she says. “A sampler of breastfeeding products to soothe, comfort and reassure.”
Flores says that Motherwear has been more than helpful with ideas, suggestions and support materials. Lansinoh, a company that makes lanoline creams and other products, has graciously donated samples. Several other companies have been contacted and are deciding what to send. Breast pads, nursing bra catalogs, cream samples and informational pamphlets are all ideas to be included in such a bag.
“This is great PR and advertising for the companies,” says Flores. “How better to reach a breastfeeding mom with information than to send it home from the hospital with them?”
If you want to start a similar program in your community, Flores suggests that you contact your local hospital’s OB unit. From there you should form a coalition to work toward the goal. “Divide and conquer has worked well for us,” she says. “Sally is responsible for all of the leg work in the hospital. That is a huge task with all of the lengthy steps. I contacted companies (local and national) requesting info, samples, ideas, coupons, etc. Other people are working on their own courses of action.”
All three women are quick to point out that a project like this is a long process, with many details that have to be worked out. “This takes some time and energy,” says Timmons. “It is not something that will happen overnight, but it is an endeavor worth working toward to help breastfeeding moms.”
