Breastfeeding Social Marketing Campaign Update 17 July 2008



	Issue 2: 17 July 2008 Having trouble viewing this newsletter? Try the online version. We would like this newsletter to be distributed as widely as possible. However, could you please forward the link: www.communiquenz.co.nz/bf/bsmcu002.html, rather than the actual newsletter. This is because the newsletter will lose its formatting when forwarded. To go onto the newsletter list to receive it direct, please email Rachael Bayliss: rachael_bayliss@moh.govt.nz Kia ora tatou katoa, Talofa lava, Malo e lelei, Kia orana, Fakaalofa lahi atu, Ni sa bula, Taloha ni and greetings. Welcome to the second issue of the Breastfeeding Social Marketing Campaign Update - the email newsletter for the forthcoming national breastfeeding social marketing campaign. The aim of this campaign is to contribute to efforts to increase the number of babies being exclusively breastfed for six months and the proportion of infants who continue to be breastfed beyond six months. Breastfeeding gives our children the very best start in life, yet some New Zealand babies are not breastfed or only breastfed for a short time. It is an exciting time, with filming complete, and the commercials going to air at the end of the month. Over the past months we have spoken to a large number of people who are passionate about breastfeeding. We value your support and share your commitment to making a real difference to the long-term health of babies and mothers. Warm regards, Healthy Eating-Healthy Action Team, Sector Capability and Innovation Directorate In this issue Update on campaign progress Ministry of Health mums and babies join in on attempt to break the breastfeeding record A day in the life of a television commercial film shoot Whāngai U "Mātua Puhōu" breastfeeding group Pass it on... New 0-2 Guidelines Working with Healthline Campaign website For further information Update on campaign progress The new campaign commercials will hit the airwaves for the first time on Monday 28 July. The first commercial will play between 6 and 6.20pm during TV3 News. The commercials will continue to play during the evening, appearing during Toi Whakaari, One News, Haa, Who Wants to be a Millionaire, Shortland Street, Kupuhuna, Te Kaea, Border Security, Crossing Jordan, Cashmere Mafia, Tangaroa with Pio, Inside Story, Takataapui, Brothers & Sisters, and Law & Order. We will send out our third newsletter to coincide with the launch. It will have links to the launch media release, information about when and where the television commercials will be played, as well as where print advertising will be placed, and links to the commercials themselves. The ads will have a local 'premiere' at Turuki Healthcare in South Auckland. Ministry of Health mums and babies join in on attempt to break the breastfeeding record The Ministry of Health is taking part in this year's Big Latch On at the beginning of August. The cafeteria at 133 Molesworth St, Wellington will host mums and babies – and dads, family and friends are very welcome as well! The national event is organised by Women's Health Action. The challenge is to set the record for the most women breastfeeding simultaneously at 10.30am on Friday 1 August. This year the event organisers are aiming to break the 2007 record of 937 breastfeeding mums in action. Ministry staff with babies or who have partners with babies are being encouraged to come along to what will be a fun event – with a healthy message. Over 60 Big Latch On sites throughout New Zealand are already registered. For more information or to register as a venue, go to www.womens-health.org.nz. A day in the life of a television commercial film shoot HEHA team analyst and project manager for the campaign, Rachael Bayliss attended the filming of the new breastfeeding commercials, and found that the filming business is not always as glamorous as it sounds... The commercials were being filmed in two homes and upon arrival at the first location we were taken to the garage. It was more than a little cold, and we had to be careful to stay out of the way of the crew – camera men, lighting specialists, makeup artists, wardrobe planners, sound recordists, boom swingers and art directors. Despite being hidden away in a damp corner, we had a very important job to do. We were watching to ensure the scripts were read correctly, the props were in line with Ministry of Health guidelines and that the performance was as expected. We looked to our cultural advisors for feedback on every scene set up, to ensure all the shots were culturally correct. We also had a lactation consultant, on location for the duration of the filming, to provide advice on breastfeeding for each scene. As I learned, there are a few basic rules that everyone should be aware of when going to a film shoot: bring lots of warm clothes, because you'll be sitting in a cold dark corner somewhere psych yourself up for a long day always prepare for bad weather, it's pretty much inevitable! We were working with a wonderful director on these commercials called Chris Graham. He was the director of the film Sione's Wedding. The calm way he interacted with the people being featured in the commercials and the crew was wonderful to watch. He was a true professional and a great leader on the set. It was really exciting watching the scripts being acted out and everything coming together. We were all pleased with what we were seeing on the monitor. Weather can make or break a film shoot and unfortunately we had our fair share of weather tribulations. In fact, it made our dim dark garage look like luxury. There were storms, hail, huge gusts of wind and black looming skies. But thanks to the magic worked by our lighting crew (and the fact we had to bring in more people to anchor the lighting rigs in the wind), the film sets looked bright and sunny and exactly what we were hoping for. Despite the weather hiccups and the sub-zero temperatures, it was a great and successful shoot. When the commercials are played on air, the results of that cold winter day in a garage will be broadcast into homes all over the country. Thanks to the hard work and talent of everyone involved, we are very excited by what was captured on film and are optimistic that it will have the impact we're looking for. We're really looking forward to sharing the commercials with you all and the rest of New Zealand! A huge thank you to the crew and actors, but especially to the mums and babies featured – we couldn't have done it without you! Whāngai U "Mātua Puhōu" breastfeeding group Thanks to health educator Susan Procter for sending in this photo of some of the young mums she works with in Christchurch/Otautahi. The Young Parents' breastfeeding group Whāngai U "Mātua Puhōu" has been funded by HEHA since July 2007. The group meets 10am on the second and fourth Tuesday of each month at Early Start in Christchurch. Pass it on... We would like this newsletter to be distributed as widely as possible. However, could you please forward the link (http://www.communiquenz.co.nz/bf/bsmcu002.html) rather than the actual newsletter. This is because the newsletter will lose some of its formatting when forwarded. To go on to the newsletter list and receive it direct, please email Rachael Bayliss: rachael_bayliss@moh.govt.nz. We have Primary Health Organisations on the mailing list, but not all general practices, so we would appreciate it being forwarded on to anyone who is interested. New 0-2 nutrition guidelines Revised nutrition guidelines which ensure New Zealand's babies get the best possible start in life have been released. The 4th edition of the Food and Nutrition Guidelines for Healthy Infants and Toddlers (Aged 0-2): A background paper brings together and updates key areas of food and nutrition that affect the health of infants and toddlers. It follows an extensive public consultation phase last year and provides a handbook for health practitioners. The guidelines provide policy advice for government and initiatives to protect, promote and support breastfeeding and healthy nutrition for infants and toddlers. The guidelines also enable health practitioners to provide advice to parents and caregivers about nutrition and eating habits of infants and toddlers. The most significant changes to the guidelines involve the duration of breastfeeding and the introduction of complementary foods. The recommendations include: that babies are exclusively breastfed to around six months of age with continued breastfeeding up to at least one year or beyond when the infant is ready, appropriate complementary food should be introduced and breastfeeding continued. The developmental cues should be used to determine if the infant is ready. The infant will probably be ready at around six months of age. Previously this was between four and six months of age that the World Health Organization (WHO) growth standards are adopted replacing the New Zealand growth charts. For more information go to www.moh.govt.nz/foodandnutrition. Working with Healthline The new campaign will include the Healthline number – 0800 611 116 – for people wanting help and information about breastfeeding. The Ministry is currently working with Healthline to ensure the best possible information about breastfeeding is provided to those who call. Campaign website We will also have a campaign website: www.breastfeeding.org.nz. This site will go live when the campaign launches. It will include information about breastfeeding, tips for supporters, frequently asked questions, and links to the campaign advertisements. The site will link to the new breastfeeding webpage on the Ministry of Health website, currently being developed. For further information The third issue of the campaign newsletter will be circulated in late July to coincide with the launch. In the meantime, if you have any questions or contributions and would like further information, please email Rachael Bayliss at rachael_bayliss@moh.govt.nz or phone on 04 816 3395.


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