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LiveWell Blog

Wayne Memorial Hospital Recognized for Breastfeeding Focus

Golden Bow Award

GOLDSBORO, August 7, 2012– The North Carolina Breastfeeding Coalition today awarded Golden Bow status to Wayne Memorial Hospital for its increased emphasis on breastfeeding for new mothers.

The award is presented to hospitals and birthing centers that have committed to stop distributing bags and other related marketing materials, including formula, from companies that make and sell infant formula.

“We are proud to be recognized for our efforts to encourage breastfeeding among mothers who give birth at Wayne Memorial Hospital,” said Shirley Harkey, Vice President of Patient Services and Chief Nursing Officer for the hospital. “Our physicians and nurses recognize the importance of initiating breastfeeding within one hour of birth, and we are committed to encouraging new mothers and helping them to be successful.”

In order to earn a Golden Bow Award, maternity facilities must demonstrate that:

  • No commercial infant formula gift bags are distributed.
  • All gifts to maternity patients are free of infant formula advertising of all varieties.
  • A 24-hour supply of infant formula is given at discharge only if it is left over from the baby’s cart and/or is medically indicated by the infant’s health care provider.

Victoria Brown, an International Board Certified Lactation Consultant, presented the award this morning during a Continuing Medical Education program by Dr. Edward Newton, former Chairman of the Department of Obstetrics and Gynecology at the East Carolina University Brody School of Medicine.  The program title was “Skin-to-Skin Contact: A Basic Foundation of Breastfeeding Success.”

Other hospitals in eastern North Carolina that have received Golden Bow Awards since the program’s inception in 2009 are:  Rex Hospital in Raleigh, WakeMed Raleigh and Cary campuses, Vidant in Greenville and Tarboro, Nash General Hospital in Rocky Mount, Johnston Medical in Smithfield, Cape Fear Valley Medical Center in Fayetteville, Naval Hospital at Camp Lejeune and New Hanover Regional Medical Center in Wilmington.

Last month, Wayne Memorial Hospital hired its first full-time lactation specialist, Chanee Sullivan, R.N. and IBCLC. Mrs. Sullivan’s primary role is to assist mothers with breastfeeding their newborn infants. She conducts daily bedside lactation rounds with patients, assesses mothers and infants for breastfeeding readiness, consults with mothers about their concerns and problems, shares patient needs and concerns with physicians, explains the benefits of breastfeeding and makes referrals for community services that may be helpful after the mother and child leave the hospital.

In conjunction with World Breastfeeding Week – August 1-7 annually – Wayne Memorial Hospital will kick off a new monthly community education program, Learn to LiveWell.  This month’s program, “Breastfeeding: How Important Is It?” will be held tonight at 6:30 p.m. in the Wayne Memorial Hospital Auditorium on the ground floor. The program is free and open to the public.