Isle of Wight breastfeeding and smoking in pregnancy work attracts attention of Public Health England

We were delighted to hear that Duncan Selbie, Chief Executive of Public Health England was today visiting the Isle of Wight today to learn about local efforts to increase breastfeeding rates and reduce the high rates of smoking in pregnancy. We have had a long relationship with the Isle of Wight Public Health team and in 2012 undertook a significant social marketing project to understand the attitudes and behaviour of mothers to be and new mothers around breastfeeding and smoking. The findings and recommendations from our study have formed the basis for a new strategy and action plan which is now being successfully rolled out.  This has included embarking on the UNICEF Baby Friendly Initiative, embedded staff training, working more closely with children’s services and Children’s Centres and improving the information available. We are pleased the impact of this work is being nationally recognised. Simon Bryant, acting director of Public Health, says about the visit: “We are looking forward to welcoming Duncan Selbie and providing him with an overview of our work and the particular successes we have had on the Island in meeting local health needs.”