DEVELOPING AND

SUSTAINING BREASTFEEDING
PEER SUPPORT PROGRAMS
By Michelle Buckner

In this session you will learn

about:

PEER
BREASTFEED
ING
SUPPORT

!!

!!

Recruiting and sustaining a strong

volunteer base
The importance of comprehensive
peer training
What types of services peer
breastfeeding volunteers can offer
Collaborating with and engaging
community partners for ongoing
program support and success

RECRUITING
VOLUNTEERS
How do your programs recruit volunteers?

Recruiting volunteers

Identify breastfeeding moms who are community leaders

(playgroups, LLL meetings, midwifery clinics etc.) as potential
volunteers and program participants
Ask professionals who work with moms to identify breastfeeding
champions in community
Ask for moms contact information, especially with priority populations
as they may not have resources or confidence to follow up
Invite moms to attend working groups or BFI committee meetings.
(increase moms ability to participate by reducing barriers i.e.
providing childcare, snacks etc.)
Use existing social media to recruit volunteers and promote peer
breastfeeding program
Advertise where moms hang out i.e. OEYC, malls, community centres
Word of mouth is VERY important for recruitment

Moms recruiting Moms

I wanted to support other moms by sharing my
breastfeeding challenges and triumphs. Now the women I
have helped want to reach out to new mothers too.
Breastfeeding Buddy 2013

Other recruitment tips.

Develop a job description clearly outlining

qualifications, the role of a peer breastfeeding
volunteer and training provided
Compile an application package that is
available via mail or email with a set deadline
Conduct interviews- places importance on the
role, allows you to gather more information on
moms and to share details of program/training
Present the program as an important service
for the community that will attract passionate
and dedicated volunteers.

RETAINING
VOLUNTEERS
What is the average length of time a volunteer
participates in your program?

Volunteerism..
Too often we underestimate the
power of a touch, a smile, a kind
word, a listening ear, an honest
compliment, or the smallest act
of caring, all of which have the
potential to turn a life around.
~Leo Buscaglia

Retaining Volunteers....

Placing value on their time and lived experience

by:
Providing a meaningful volunteer experience with
opportunities to give feedback on future direction of
program i.e. sitting on advisory committee
Offer a variety of roles for them to practice existing
breastfeeding support skills and to develop new skills
i.e. telephone help, group facilitation, presentations
Find out about other skills and delegate tasks to them
Honor their contributions to the program as useful and
necessary by sharing breastfeeding stats and
evaluation feedback

Retain volunteers by creating a peer

breastfeeding culture!

Host regular staff meetings that:

provide extended learning opportunities

host meetings in familiar, safe spaces
promote mentoring, role playing and resource sharing
increase a sense of community
address scope of practice for the peer

Provide access to a peer coordinator who can:

answer questions and offer support

oversee program while creating a strong team approach
send regular emails with links, program updates and
messages of appreciation to increase engagement
offer mom sized volunteer opportunities
use social media i.e. Facebook to create forum for sharing

. share, learn , connect and inspire.

I feel such a strong sense of connectedness with my fellow BFB. I can complain to them, offer ideas,
get support and feel like I am part of an important team. I am motivated every time I come to a meeting
to continue to offer breastfeeding help to the moms of our region. BFB 2011

THE IMPORTANCE OF
COMPREHENSIVE PEER TRAINING

What it looks like and why?

World Health
Organization:
In order to provide appropriate support for
breastfeeding mothers, both lay and all healthcare professionals need to be trained in all
aspects of breastfeeding. This training should
include breastfeeding management, nutrition,
infant growth and development, counselling
techniques, and criteria for making referrals and
it should be tailored to local requirements

What does comprehensive peer

training look like?
Training

20 hour peer breastfeeding

course(Based on the WHO/UNICEF
Model)

Co- facilitated by medical

professional and peer trainer

Continued training via coordinator at

staff meetings

Binder/Resources

Policy and procedures to guide

scope of practice
Course materials, common Q&A,
community resources, nutrition
and parenting sections
Resource book such as
Bestfeeding or The Womanly
Art of Breastfeeding

Breastfeeding
Buddies Handbook 2013 - 2014

A program supported by
Kitchener Downtown Community
Health Centre
Region of Waterloo Public Health,
and
other Community Partners

Why is it important?

Comprehensive training increases retention rate,

and level of commitment from volunteers
Strengthens volunteers knowledge, skills and
confidence
Normalizes breastfeeding by placing value on the
role of the peer breastfeeding volunteer
Establishes credibility and buy in from medical
professionals and community partners
Compliments BFI messaging Step 10
Provides consistent breastfeeding information and
support for moms in the community.

Class of 2012
Each day I wanted to come earlier. I learned so much and I felt
well equipped to help momsI cant wait to share this knowledge
with others! BFB 2012

TYPES OF SERVICES
PEERS CAN OFFER
Changing breastfeeding culture .

Reclaiming Breastfeeding
culture
Peer support normalizes
breastfeeding

Roles for peer breastfeeding volunteers

One to one matches
Volunteers are matched with
a mom based on criteria such
as language, breastfeeding
experiences and challenges
significantly more mothers in
the peer support group who
received telephone support
continued to breastfeed at 3
months postpartum compared
to the control group who were
not matched with a peer
volunteer. C. Dennis, 2002

Community site support

Peer volunteers can attend
sites to provide face to face
breastfeeding support and
share community resources

Breastfeeding Cafs, OEYC,

playgroups, community
centres and events

Providing incidental
breastfeeding support to all
members of the community
i.e. school bus stop

Midwife group care

breastfeeding workshop

Breastfeeding Peer Volunteers can also offer.

Group facilitation &

presentations

Unique Volunteer Opportunities

Prenatal breastfeeding
workshops facilitated
by peer breastfeeding
volunteers
Prenatal health fair
booth attendant
Speaking at events
and seminars about
peer support

Represent program on
committees

Demo Mom at peer

breastfeeding
workshop- nurses her
baby and answers
participant questions
Encourage them to take
program materials to
health care providers for
future referrals

Peer lead prenatal

workshop

COLLABORATION &
ENGAGING COMMUNITY
PARTNERS
It takes a village

LHIN, Government, Policy

Makers
Hospital, Public Health,
Community Programs

Healthcare
professionals
Partner, Peers,
Family

Mom and
baby

Collaboration
How do you get community
partners to buy in and
work together?
Where do peer breastfeeding
volunteers fit?

Invite community partners to peer training, cafes or workshops

invit
e

Demonstrate high level of training

peers receive
Emphasize diversity of volunteers
Create networking opportunities
between different agencies
Share program evaluations and
Data collection to guide future
programming
Involve community partners as
guest speakers

Network by inviting Partners to a Presentation

netw
ork

Convey research on peer support and

breastfeeding success
Emphasize the comprehensive 20 hour
WHO training
Showcase programs FREE services and
how to access them
Bring peer volunteer to co present
information and to speak about scope
of practice
Include BFI accreditation guidelines in
relation to peer support

What does a peer breastfeeding volunteer look

like?

diversit
y

experienced breastfeeding moms who

are passionate about breastfeeding
(minimum 6 months breastfeeding
experience
different socio-economic status and
education levels
diverse cultural backgrounds
unique family structures
Varying age groups
Compassionate, non-judgemental and
knowledgeable

Class of 2013 taking a break while

training

Community Partners
Who are they?
Why should community partners
support breastfeeding and the peer
model?

Midwiv
es and
Doulas

OEYC

Baby
Shows
NP
clinics

Family
Outreac
h

La
Leche
League

Health
Profession
als

Public
Health

CHCs

Parentin
g
Progra
ms

Hospit
als

Family
Health
Teams
Multi
Cultura
l
centre

Aborigi
nal
Centres

Parenti
ng
Youth
Groups

Public
Library

Municipal
Governm
ent

Research
indicates that breastfeeding peer support
programs, in conjunction with professional
services are effectivealthough
professional assistance is important, this
type of support alone regardless of the
quality or quantity, is insufficient to improve
breastfeeding outcomes, especially among
socially disadvantaged mothers. C. L. Dennis ,
University of Toronto, 2002

Why should community partners refer to

peer breastfeeding support?

Directs normal breastfeeding challenges and questions to

women who have lived experience and training
De medicalizes breastfeeding
Creates a pathway of diverse breastfeeding support resources
for moms; especially those who face barriers to other services
i.e teen moms
Empowers women to make informed decisions
Enables medical professionals i.e. lactation consultants to
provide necessary specialized medical support for moms and
babies while peers address issues of encouragement , support
and practical tips
Changes the breastfeeding culture in the community
Addresses step 10 of BFI accreditation and promotes Best
Practice Guidelines

Breastfeeding Decision Making Factors

Historically women learned how to breastfeed by watching other

women feed their babies in a community setting; it was part of daily
life.
Today, research shows that a womens choice to breastfeed her baby is
strongly influenced by three main factors:

PARTNER
PEERS
HEALTH CARE PROVIDER
Dennis C, Hodnett E, Gallop R, Chalmers B. The effect of peer
support
on breast-feeding duration among primiparous women: a
randomized

BREASTFEEDING AS A DETERMINANT OF
HEALTH

Population with the lowest income and education is the

group most likely to use ABM.
This population is at the greatest risk for not
breastfeeding AND has the most to lose from not
breastfeeding both financially and in terms of optimal
health outcomes.
Breastfeeding decreases the costs to the healthcare
system while providing the best possible free food for
children.
A community which supports breastfeeding also supports
the optimal health of families regardless of socioeconomic or ethno-cultural groups; anyone can
breastfeed their baby .

Peer Breastfeeding Programs

support best practice guidelines
World Health
Organization
UNICEF
Canadian
Pediatrics
Society
RNAO
Canadian
Association
of
Physicians
and
Surgeons
Dietitians
Association
of Canada

Best Practice guidelines

recommend that:
all babies are exclusively
breastfeed for 6 months with
the introduction of solid foods in
the middle of the first year and
to continue to breastfeed for 2
years and beyond WHO 2012.

A normal Breastfeeding Culture is women

helping women .

Aim High

MICHELLE BUCKNER
BREASTFEEDING BUDDIES
PROGRAM COORDINATOR
mbuckner@kdchc.org 519 576-7089