KING COUNTY, WASHINGTON - Today, Public Health - Seattle & King County launched a media and educational campaign encouraging breastfeeding to promote the health of both mothers and babies in King County.

The coordinated effort consists of bus advertising promoting breastfeeding among working mothers, and online information about the medical benefits of breastfeeding and local breastfeeding resources. Information is available online in both English and Spanish.

"Breastfeeding has enormous health benefits for both the baby and the mother," said Dr. Alonzo Plough, Director of Public Health - Seattle & King County. "Many mothers and families don't realize the importance and long term advantages of breastfeeding."

Strong evidence in the last ten years has confirmed that breastfeeding is best for all infants, including premature and sick newborns, with rare exception. Yet only about six out of ten women in the United States breastfeed their newborns, and only about one in five are still nursing when their babies are six months old.

"My vision is that King County becomes the healthiest county in the United States," said Ron Sims, King County Executive. "We know breastfeeding contributes to good health for mothers and babies, and it is an important step towards that vision."

As more mothers return to work soon after giving birth, women need accurate information regarding the important health benefits of breastfeeding and how to continue breastfeeding while working. To this end, a Metro bus campaign with the theme "Working & Breastfeeding...It's Worth It!" was developed by Public Health and the Breastfeeding Coalition of Washington.

The bus campaign encourages people to call to receive a free educational packet that includes information and strategies for new mothers and employers. The campaign can be seen on 236 tunnel buses targeting commuters coming into downtown Seattle to work. The campaign will run for three months, including during World Breastfeeding Week (August 1 -August 7).

Fact sheets available at the Public Health website include solutions to common breastfeeding problems, special information on preterm babies and weaning, and tips for using an electric or hand pump. Local breastfeeding resources and phone numbers are available at the Public Health website, as is detailed information about the health benefits of breastfeeding for both mother and baby.

The advantages of breastfeeding are varied and substantial, including health, developmental, psychological, social, economic and environmental benefits. For babies, breastfeeding decreases the incidence and severity of diarrhea, lower respiratory infection, urinary tract infection, and several other diseases. Breastfeeding also provides a possible protective effect against sudden infant death syndrome and type-1 diabetes.

For mothers, breastfeeding results in less postpartum bleeding, reduced risk of ovarian and breast cancer, and fewer postmenopausal hip fractures. Lactating women also have an earlier return to pre-pregnant weight.

An infant whose mother uses illegal drugs, has untreated active tuberculosis, or has HIV should not be breastfed.

Public Health - Seattle & King County programs serving women and young children include prenatal medical care, WIC, childhood immunizations, childbirth education classes, parenting groups, home visits by public health nurses for new parents, special services for children with disabilities, dental clinics and dental education, and programs for drug-using mothers.