WIC breastfeeding peer counselor services

A. Background Delaware Division of Public Health (DPH) is a nationally accredited State Public Health agency, recognized by the Public Health Accreditation Board (PHAB) for demonstrating commitment to quality improvement, performance management, accountability, transparency, and ability to address public health needs. DPH serves as the center of a comprehensive network of public health services, establishing public health priorities and evaluating the effectiveness of health initiatives. The mission of the Division of Public Health is to protect and enhance the health of the people of Delaware. The Division accomplishes its mission by: • working together with others; • addressing issues that affect the health of Delawareans; • keeping track of the State's health; • promoting positive lifestyles; • responding to critical health issues and disasters; • promoting the availability of health services. The accomplishment of this mission will facilitate the Division in realizing its vision of creating an environment in which people in Delaware can reach their full potential for a healthy life. According to the United States Breastfeeding Committee, breastfeeding has a profound impact on Delaware's population health outcomes. The evidence for the value of human milk to the overall health of infants, children, and mothers is scientific, robust, and continually reaffirmed by new research. Breastfed infants are at lower risk of certain infections and sudden unexplained infant death. Children who were breastfed have a decreased risk of obesity, type 1 and 2 diabetes, asthma, and childhood leukemia. Women who breastfeed reduce their risk of chronic illnesses, including type 2 diabetes, cardiovascular disease, and breast and ovarian cancers. A recent CDC study (January 2022 "Breastfeeding and post-perinatal infant deaths in the United States, A national prospective cohort analysis") of over 3 million U.S. births found that ever breastfeeding is associated with a 26% reduction in the odds of post-perinatal infant death. The United States Breastfeeding Committee further states that increasing breastfeeding rates and creating lactation-friendly environments have been identified as critical public health priorities at both the national and global levels. This year, in addition to the ongoing COVID-19 pandemic, many families also had to navigate the devastating infant formula recall and shortage, stripping away their confidence in keeping their babies safely fed Federal investments are making a difference for babies, mothers, and our nation. The Delaware breastfeeding report describes how breastfeeding rates and other measures compare to national levels, lists the coalitions serving communities in the state, and highlights state and community-based lactation projects made possible through federal funding in 2021 and 202 According to the United States Breastfeeding Committee, Report 2023, The State of Delaware has a Breastfeeding Initiation Rate of 80.50%, Exclusive Breastfeeding rate at 6 months at 25%, and Breastfeeding at 12 months 34.9%, with Formula Supplementation at 2 days at 22.7%. The Gibbous report of May 2025 in the Delaware WIC Program states that the breastfeeding exclusivity rate is 29%. Among breastfeeding mothers, the 6-month duration is 46%, the 3-month duration is 53%, and the 12-month duration is 34%. The breastfeeding initiation rate of WIC mothers is 64%. WIC mothers successfully contacted by peer counselors on average are 62% more likely to be breastfeeding at 3 months duration. The Surgeon General's goals for Healthy People 2030 are to: Increase the proportion of infants who are breastfeed exclusively through 6 months of age Baseline 24.9% Target 42.4% Increase the proportion of infants who are breastfed for 1 year Baseline 34.9% Target 54.1% The protection provided by breastfeeding is strongest when babies receive no foods and fluids other than breastmilk for the first six months of life. Unfortunately, relatively few infants in Delaware are breastfed exclusively. Low-income infants are most vulnerable to chronic diseases such as obesity and diabetes. The establishment of Peer counseling services may possibly increase exclusivity within the target population. Delaware's low-income women face barriers to exclusive breastfeeding that often seem insurmountable. Breastfeeding barriers such as: • Lack of knowledge • Social Norms • Poor Family and Social Support • Lactation Problems • Embarrassment • Employment and Childcare • Barriers to Health Services Mothers who have overcome these challenges and breastfed their infants have been proven to be effective role models, empowering others to follow their example. Public health agencies have long relied on "peer counselors" to share their experience and personal perspective with others in their communities. In addition to improving breastfeeding outcomes, peer counseling programs significantly decreased barriers among breastfeeding women. According to the US Surgeon General, breastfeeding peer counseling initiatives are effective and can be scaled up as part of well-coordinated national breastfeeding promotion in maternal-child health programs. It was concluded that breastfeeding peer counseling programs should be created and maintained as a sustainable infrastructure for mother-to-mother support groups and for peer counseling programs in hospitals and community health care settings. Establishing peer counseling as a core service available to all WIC and WIC-eligible women will help address the Health equity disparities in at-risk populations. Peer counseling programs are effective in increasing both duration and exclusivity of breastfeeding, supporting our government's rationale for allocating funding in support of breastfeeding. B. Project Goals The goal of this project is to implement peer counselor services for breastfeeding throughout the State of Delaware to provide support. According to evidence-based research, peer counseling support may increase breastfeeding duration and exclusivity and bring awareness to the significant health benefits for infants, mothers, families, and the environment. The target at-risk population for these services is WIC-eligible pregnant and breastfeeding women, who have statistically lower initiation and duration breastfeeding rates. Additionally, this service will benefit low-income children, who are most vulnerable to short- and long-term health problems. According to the American Academy of Pediatrics, breast milk improves healthy outcomes for premature and low-birth-weight infants and children, with the benefits magnified by exclusive breastfeeding and by breastfeeding beyond 6 months of age. The Delaware WIC Program supports the position of the American Dietetic Association that exclusive breastfeeding provides optimal nutrition and health protection for the first 6 months of life and breastfeeding with complementary foods from 6 months until at least 12 months of age is the ideal feeding pattern for infants. Goals of the Program are: • To implement breastfeeding peer counselor services throughout the state of Delaware • To increase breastfeeding rates with an emphasis on exclusive breastfeeding • Compete with Healthy People 2030 Goals • Grow and Maintain partnerships for Peer Counselor Breastfeeding Services • Increase frequency and duration among breastfeeding mothers • Provide support to WIC-eligible pregnant and breastfeeding moms • To have Delawareans recognize WIC as the premier breastfeeding promotion and support program • Decrease breastfeeding barriers and health inequities Multiple contract awards will be made, with larger portions of the funds awarded to bidders based on the volume of services or the number of clients they can accommodate or provide. Examples of agencies or facilities that are eligible to apply for this RFP include, but are not limited to: • Hospitals • federally funded Health Care facilities • Pediatric Offices • Obstetrician Offices • Or any other agencies or government program that offers support to women of childbearing age or offer breastmilk as the primary source of infant nutrition. C. Scope of Work/Bidders Requirements The State of Delaware Department of Health and Social Services, Division of Public Health, seeks professional services for WIC Breastfeeding Peer Counselor Services. Please refer to Appendix B for details/requirements for the Scope of Work.