World Breastfeeding Week 1996

reastfeeding: A Community Responsibility was celebrated across the country in many ways. Here are some highlights.

• the Durham County (ON) Breastfeeding Coalition celebrated by presenting each library in their community with a copy of the video Breast is Best.
• in St. John's the Breastfeeding Action Group, a coalition of hospital and community support groups, developed a pamphlet Breastfeeding: You Can Do It!, which focuses on the promotion of positive attitudes. Four thousand copies were distributed. Area family physicians, obstetricians and paediatricians were sent a packet of info including promotional posters, stickers and a quiz entitled How Breastfeeding Friendly are You? which challenged physicians to examine how breastfeeding friendly their practices are, and included questions about endorsement of formula. At the Grace Hospital a party was held to honour the four individuals who started the Breastfeeding Support Group in August 1976. The four are Roseanne Lake, Mabel Reid, Grace Quigley and Kay Matthews.
• the Breastfeeding Promotion Committee for the Western Region of Newfoundland gave a T-shirt "Breastfeeding is Bestfeeding" to all new babies born during World Breastfeeding Week.
• many communities from BC to the Atlantic Provinces approached local malls, restaurants and churches, asking them to display mother/baby friendly signage. The Breastfeeding Action group of St. John's gave certificates of recognition to supportive establishments.
• transit buses displayed breastfeeding promotion posters in Kingston and St. John's.
• an information night aimed at those close to breastfeeding women, on how to support your breastfeeding partner was held in Guelph, Ontario.
• at the Crossroads, BC, staff and parents voted on breastfeeding posters. We are pleased to say that the INFACT poster "Free hook-up with every delivery" got the most votes!
• in North Battleford, Saskatchewan, activities included promotional materials and displays which received significant media coverage. As well, they are developing policies to encourage mother baby friendly environments.
• in Halton Region, (ON), The Breastfeeding Subcommittee conducted a breastfeeding "education blitz" of area high schools. Participating teachers will be followed up with an evaluation.
• in Moose Jaw a charming and clever baby (with a little help from his dad), sent a letter to the local newspaper praising the benefits of breastfeeding! No doubt this creative approach to breastfeeding promotion put a smile on readers' faces.

Media coverage across Canada was again overwhelming:

• in Lloydminster public service announcements were broadcast two to four times a day on the benefits of breastfeeding and as well on the community's responsibility in supporting breastfeeding.
• Western Newfoundland also aired PSA's.
• reporter Greta DeLonghi of The Guelph Tribune did a superb series on supporting the new mom with a focus on breastfeeding.

INFACT thanks the contributors who worked across Canada strengthening the breastfeeding culture.

Next year's theme is Breastfeeding: The Natural Way and will focus on ecological aspects of breastfeeding. This will be an opportunity to link with environmental groups. Breastfeeding is environmentally friendly! One more good reason to choose breastfeeding. INFACT Canada will do its World Breastfeeding Week Kit as usual. Input from our membership is most welcome. Let us know what you want to see in the Kit for 1997.

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