Friday, 27th April 2012
The Royal College of Midwives and Philips AVENT have joined forces in a partnership that will see the two organisations jointly promoting and raising awareness of the importance of breastfeeding.
The partnership brings together the world-class midwifery and maternity expertise of the RCM and Philips AVENT’s knowledge and commitment to breastfeeding and its benefits for women and babies. A particular focus of the alliance will be on supporting mothers in the early stages of their breastfeeding experience to improve the current high early drop off rate seen in the UK
The agreement sees Philips AVENT join the RCM’s Alliance Programme which aims to promote the work of the RCM to midwifery professionals, actively support midwifery and promote the interests of the RCM, midwives and mothers.
Ludwig Paillier, Senior Marketing Manager for Philips AVENT, comments: “At Philips AVENT we try and help mothers breastfeed for as long as possible, so we are really excited to be working more closely with the Royal College of Midwives. We will be focusing mainly on ways to reduce the early drop-off rates with women, as our research has shown that many mothers stop feeding fairly quickly for a variety of reasons, from concern that they are not producing enough milk to peer pressure. We hope our joint activity will help women to feed their babies breast milk for longer.”
Speaking about the new alliance, Cathy Warwick, chief executive of the Royal College of Midwives, said: “I am delighted to welcome Philips AVENT as an RCM Alliance partner. Their commitment to supporting breastfeeding sits squarely with our own advocacy of breastfeeding and the need for advice, support and information for mothers.
“With breastfeeding rates and duration remaining low in the UK, this is a timely union between our organisations which I am sure will do much to raise awareness about breastfeeding, with mothers and with midwives, and about the many benefits it can bring to both mother and baby.”
For more information contact the RCM Press Office on 020 7312 3456, pressofficer@rcm.org.uk or Tina Withington in the Philips AVENT press office on 01483 293426, tina.withington@philips.com.
Notes to editors
Philips AVENT is a global leader in mother and childcare products, committed to providing innovative, easy to use products that support breastfeeding, such as breast pumps and pads. Since 1984, AVENT has been designing and manufacturing products that are inspired by nature and have been developed through extensive research, consumer insight and clinical trials. Now, as part of the Philips Group, Philips AVENT continues to produce innovative solutions that make feeding and caring for your baby's health and safety easier. For more information please visit www.philips.co.uk/AVENT
The Royal College of Midwives is the voice of midwifery. We are the UK’s only trade union and professional organisation led by midwives for midwives. The vast majority of the midwifery profession are our members. The RCM promotes midwifery, quality maternity services and professional standards. We support and represent our members individually and collectively in all four UK countries. We influence on behalf of our members and for the interests of the women and families for which they care. For more information visit the RCM website at www.rcm.org.uk.
The Royal College of Midwives Alliance Programme was set up in 2004 to develop strategic relationships between the RCM and selected commercial organisations to enhance the work of the RCM. The RCM works with Alliance partners to promote the interests of midwives and support pregnant women, babies and their families. The Alliance Programme extends the reach of RCM campaigns and activity by widening contact with families at key life stages. Each partnership is unique, but common to all are the shared values of trust, honesty and integrity, and a commitment to support midwifery. Partners are actively involved in celebrating midwifery achievements at the RCM Annual Midwifery Awards and providing support for the RCM Annual Conference and other RCM events. Additionally, the RCM works with Alliance partners to develop valuable resources for midwives and mothers.
Objectives of the Alliance
• To raise the profile of midwives and the RCM, both internally and externally
• To support the influence of the RCM with both the public and its key stakeholders
• To protect and further the care provided by midwives for all mothers, newborns and their families.
More information about the Alliance can be found at: http://www.rcm.org.uk/college/about/alliance/
