Group promoting breastfeeding awareness

The Baby-Friendly Council of Newfoundland and Labrador has put together a video featuring provincial celebrities to promote breastfeeding in the province.

Familiar faces like Mark Critch, Mary Walsh, Tim Baker and Brad Gushue, to name a few, were a part of the video promoting healthy choices for mothers. Janine Woodrow, a dietician with the council, said the video is put together in a way that will appeal to people in the province.

"We wanted to be edgy because the target audience is women and their families, and we know that young women now, and a lot of Newfoundlanders and Labradorians, are on Facebook, on YouTube, using social media, so we wanted to meet them where they are," Woodrow said.

Province on lower-end of rates

Woodrow said the breastfeeding rates in the province have been increasing, but are still lower than the national average.

"Based on our local research, we have about 68 per cent of women here in Newfoundland and Labrador initiating breastfeeding; the national average is about 87 [per cent], so we have a ways to go," she said.

However, Woodrow said these videos are not meant to make anyone feel guilty for deciding not to breastfeed.

"A part of this series [of videos] is not to make women feel guilty, and not to pressure women, but to openly have discussions and to talk about this," Woodrow said.

Erin Brothers, a mother of twin girls, said before she got pregnant, she never thought she would breastfeed.

"When we became pregnant and discovered it was twins, I learned a little bit more from family and friends about all the benefits," Brothers said.

"And I thought, as a mother, how could I not breastfeed, or even try to breastfeed, and give the best to my children that I could."

 Brothers said she thinks promoting breastfeeding at clinics may help increase awareness.

"Ob-gyns definitely know the benefits of breastfeeding, so maybe it's something they should be more inclined to discuss up front as soon as you come in with your first visit," she said.

"Even have pamphlets maybe that they can provide to you on breastfeeding."

Brothers said even if new mothers tried breastfeeding and it didn't work, it would still be worth a shot.

"I can't imagine the cost and the time that would be needed to bottle feed."

Creating dialogue

According to Woodrow, the council has received requests from other provinces, as well as other countries, for permission to use the video.

She said the video allows a more open dialogue among women and families about breastfeeding.

"They put people in a place that they can talk about things and it's not threatening," Woodrow said.

"It's very comedic, which we all enjoy, especially here in Newfoundland and Labrador, so it really taps in to our local culture."

Hospitals and health groups across the province will receive the series of videos to use. The group is also trying to turn them into television commercials.