A contemporary parent education programme on infant and young child nutrition Tee ES, Tan SY and Fatimah S Expert Committee, MyNutriBaby Programme
Key Points • Good nutrition is especially essential during the first two years of life. • Suboptimal feeding practices may contribute to: • malnutrition • associated risks of poor growth • impaired development • increased susceptibility to infections, and • a predisposition to certain chronic diseases in later life • Malaysian Dietary Guidelines for Children & Adolescents (2013) recommends that infants be exclusively breastfed for the first 6 months of life and continued breastfeeding up to 2 years • Complementary foods should be introduced at the age of 6 months 2
Current Status • According to the Third National Health and Morbidity Survey (NHMS III) the overall prevalence of ever breastfed among children aged less than 12 months increased from 88% in 1996 to 95% in 2006 • The Putrajaya State Health Department reported prevalence of exclusive breastfeeding below 6 months increased from 21% in 2010 to 43% in 2013. • For complementary feeding, only 41.5% infants received timely complementary feeding (between ages 6 to 10 months) • At present published data on food intake of children 3 to 6 years are lacking, however a recent study indicate only 26% and 32% of preschoolers consumed fruits and vegetables only twice a week, with 12% not eating vegetables at all. 1 1 Mohd Nasir MT et al. (2012). Child feeding practices, food habits, anthropometric indicators and cognitive performance among preschoolers in Peninsular Malaysia. i Appetite 58:525-530 3
Challenges in Breastfeeding • Perception that mothers may not provide adequate amount of milk Common • Father’s attitude towards breastfeeding • Perception that a working mother is unable to continue challenges to exclusive breastfeed • Poor support at work place • Improper latching Physiological • Common breastfeeding problems such as challenges breast engorgement, sore nipples etc. • Non-supportive family members Other • Lack of emotional support from husbands challenges • Too much housework 4
Challenges in Complementary Feeding Common • Early introduction to complementary food as early as 2 months of age Challenges • Early introduction to complementary food Physiological shortens duration of breastfeeding and interferes with uptake of important nutrients Challenges found in breast milk, such as iron and zinc. • Lack of knowledge Other • Myths and wrong perception on types of Challenges foods, when to start complementary foods, etc. 5
Challenges in Table Foods • Meeting energy and nutrients requirement Common • Children may take longer time to eat foods of inappropriate texture Challenges • Inappropriate feeding style of caregivers 6
The Mission • Aimed at supporting parents by providing practical advice and information on all aspects of infant and child nutrition • NSM in collaboration with the following partners launched the programme: Partners Corporate supporter 7
Educational Objectives • To educate mothers on preparing to breastfeed with confidence • To provide mothers with guidance & practical advice on how to practice good complementary feeding (how, what & when to feed baby) • To educate mothers on appropriate feeding behaviour management to set the foundation for lifetime of healthy eating 8
Mother’s Smart Choice (2011-2014) Parent Booklets Series Educational Videos Launch ceremonies with media publicity (2011 & 2012) Nurse Talks At Private Hospitals Parents Talks At Baby Expos Press Advertorials 9
Going Digital with MNB (2015) • From mid- 2014, Mother’s Smart Choice was rebranded as MyNutriBaby (MNB) following the release of the Malaysian Dietary Guidelines for Children and Adolescents (MDGCA) in 2013 • Same professional and corporate partners 10
www.mynutribaby.org.my • An online guide to infant and young children nutrition • Tailored to new mothers • Covers 3 main topics: Breastfeeding Complementary feeding Table foods • Supported by: Videos Downloadable aids Recipes • Articles available in both English and Bahasa Malaysia • To date, achieved more than 70,000 page views 11
Preparing for breastfeeding • Targeting pregnant moms • Packed with practical tips and expert advice for mothers on how to breastfeed right • Presents an upbeat, contemporary approach to breastfeeding in a helpful manner 12
Articles, Videos & Downloadable Aids 13
Preparing for complementary feeding • Aimed at correcting working mothers’ perception on how complementary feeding is time consuming helping mothers nurture baby’s eating skills by giving the right types of food at the right time 14
Articles, Videos, Downloadable Aids & Recipes 15
Preparing for table foods • Offers An introduction to table foods and set foundation for a lifetime of healthy eating Fun mealtime tips to help busy parents prepare nutritious meals and dine as a family 16
Articles, Videos, Downloadable Aids & Recipes 17
MNB Facebook • Facebook : www.facebook.com/MyNutriBaby • Page likes: > 10,000 • Posts reached out to 3 million people in 2015 18
World Breastfeeding Week 2014 • MNB launched an educational video and a community contest to promote support for breastfeeding mothers • Reached out to > 550,000 people from MNB Facebook page 19
World Breastfeeding Week 2015 • Theme: “Breastfeeding & Work: Let’s Make it Work!” • Activities: 1. Social experiment video Working mummies’ wishes poll 2. 3. Press articles 4. Post-campaign TV interview 20
1. Social Experiment Video Play Video 21
1. Social Experiment Video ENGLISH BM 22
1. Social Experiment Video - Comments 23
1. Social Experiment Video - Comments 24
2. Working mummies’ wishes poll (Total entries = 755) Duration of breastfeeding after returning to work N=219 25.0% 21.9% 21.5% 18.3% 20.0% 15.1% 15.0% 12.8% 10.5% 10.0% 5.0% 0.0% Less than 1 month 1-3 months 4-6 months Up to 1 year Up to 2 yearsMore than 2 years Main reason for stopping breastfeeding N=219 50.0% 43.4% 45.0% 40.0% 35.0% 30.0% 23.7% 25.0% 20.0% 12.3% 15.0% 9.6% 8.2% 8% 10.0% 2.7% 5.0% 0.0% The facilities and My milk supply had My baby stopped I could not cope with I became pregnant I was discouraged by Others environment at work reduced wanting breast milk all my responsibilities family members were not conducive for 25 expressing milk
2. Working mummies’ wishes poll Existing workplace facilities and support N=676 70.0% 60.7% 60.0% 54.4% 50.0% 40.2% 40.0% 37.1% 32.2% 30.0% 27.4% 20.0% 14.8% 10.0% 0.0% Clean and private Fridge to store milk Clean and safe Breaks to express Flexible working Support and None of the above space to express water source and milk hours understanding from milk sink bosses and colleagues 26
3. Press Articles – BM Media Utusan Malaysia Harian Metro (Print & Online) Berita Harian 27
3. Press Articles – English Media Her World magazine The Sun Daily New Straits Times 28
3. Press Articles – Chinese Media Oritental Daily News (Print & Online) 29
4. Post-campaign TV interview Bernama TV interview • Date: October 7, 2015 (Wednesday) • Time: 12.00pm – 1.00pm • Highlights: • About MNB programme & showcasing the website • Discuss about issues related to BF and work • Discussion of the results from poll 30
Educational Materials for Parents • MNB is also promoted through leaflet drops at gynaecology and paediatrics clinics, hospital initiatives and nurse talks • Promotional materials includes: • MNB promotional leaflet • Food dial • Distributed to over 100 private and government clinics 31
Educational Materials for Parents Orders from the Malaysian Paediatric Association (MPA) Congress 2015 • Received more than 50 orders from both private and government hospitals/clinics from different states including Sabah and Sarawak. 32
Hospital Initiatives – MNB Day • Conducted a total of 5 MNB Days at following hospitals: 1. Columbia Asia Puchong Hospital 2. Sunway Medical Centre 3. Subang Jaya Medical Centre 4. Gleneagles Kuala Lumpur Hospital 5. Pantai Medical Centre Kuala Lumpur • Session 1: Breastfeed with Confidence • Baby Steps to Successful Breastfeeding talk • Lactation Diet Cooking Demo • Session 2: Baby’s First Bites • Baby’s First Bites talk • Yummylicious Foods for Baby Cooking Demo 33
Session 1: Breastfeed with Confidence Lactation Diet Cooking Demo by Chef Marina Mustafa Baby Steps to Successful Breastfeeding Talk by Pn Fatimah Salim 34
Session 2: Baby’s First Bites Yummy Recipes for Baby Cooking Demo by Chef Marina Mustafa Baby’s First Bites Talk by Dr Tan Sue Yee 35
Cooking Workshop @ Sunway Medical Centre 36
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