Step 8 in Action: Reaching Pharmacies to Support Breastfeeding Families
We’re excited to share a new initiative from Breastfeed Durham that reimagines how we move Step 8 of the Ten Steps to a Breastfeeding Family Friendly Community forward—and we hope it sparks ideas for other communities looking to deepen their impact.
Step 8 calls on businesses and healthcare providers to follow the principles of the WHO International Code of Marketing of Breast-Milk Substitutes. While the Code outlines clear practices—like avoiding formula promotion and ensuring ethical shelf placement—we wanted to take it a step further by supporting one of the most accessible but often overlooked allies in lactation support: pharmacists.
That led to the creation of a brand-new pharmacy rack card and companion webpage—designed to equip pharmacists with trusted medication safety information and help parents navigate infant feeding questions with confidence, especially when overwhelmed at the pharmacy counter.
👉 Check it out here: https://breastfeeddurham.org/pharmacists/
Why This Matters
Pharmacists are often the first person a parent turns to when they’re unsure about what’s safe to take while breastfeeding. A quick “yes, that’s safe” or “let me check” can make the difference between continued breastfeeding and unnecessary weaning. Unfortunately, confusion about medication safety is one of the most common reasons families stop nursing—especially during illness, teething, or pain.
We also knew that not every parent is in a position to self-advocate. Many parents never make it to the counter, and even when they do, they may not remember what was said once they get home (we’ve all been there!). That’s why this rack card is designed to serve both pharmacists and parents—offering clear, easy-to-access, evidence-based resources for every step of the decision-making process.
How We Did It
This project came together thanks to an amazing cross-team collaboration:
- Jess, our Breastfeeding Friendly Healthcare Coalition coordinator, shared how tiring it had become to go door-to-door visiting clinics. We brainstormed a more creative, practical outreach approach.
- Julianne brought insights from her work on Breastfeeding Friendly education systems and helped develop the visual design and messaging.
- Nikki, our Spanish-speaking Coalition coordinator and student, contributed inclusive, bilingual resource ideas and helped shape the entire communication package to reflect real community needs.
- And the Breastfeed Durham Designation Team reviewed and approved the final rack card and language to ensure it met the standards of Step 8 and aligned with the WHO Code.
We’re also proud to share that the resource list was reviewed and recommended by two IBCLCs on staff, who confirmed that all materials are evidence-based, free, easy to access, and safe for lactating families. That’s what makes this package stand out—it’s not just informative, it’s practical and parent-centered.
What the Materials Include
- A simple, one-page rack card pharmacists can display near infant feeding products or keep behind the counter
- A curated list of trusted, evidence-based medication resources like LactMed, e-Lactancia, MotherToBaby, and the Infant Risk Center
- A short directory of local lactation support resources for easy referrals
- Clear, values-driven guidelines for ethical shelf placement and avoiding formula promotion in alignment with the WHO Code
What We’re Hearing
As we started delivering these materials to pharmacies, the response has varied—which we expected! Some pharmacists have been thrilled to receive a tool they can use immediately. Others have questioned the need, especially those who already feel confident about medication safety during lactation.
We’ve found it helpful to share that this tool isn’t just for pharmacists—it’s for the families who pick up medications without speaking to anyone. It’s a resource for cold meds, teething gels, allergy meds—anything a tired parent might toss in the cart. And even when they do get good advice at the counter, it’s easy to forget what was said when you’re juggling a baby, a prescription, and a diaper bag. This tool helps close that gap.
Want to Try This in Your Community?
We’d love for you to use what we’ve built! Visit https://breastfeeddurham.org/pharmacists/ to view the full rack card and resource list. Feel free to borrow, adapt, and localize. We can also provide editable versions of the design files, template language, or tips for delivery and pharmacy engagement.
Let’s keep pushing Step 8 forward—one pharmacy counter at a time.