S08050                                                                                               12 May  2008

ENCOURAGE YOUNG MUMS TO BREASTFEED THEIR BABIES

This Week is National Breastfeeding Awareness Week (from 11th - 17th May). This year’s focus is encouraging mothers from low-income backgrounds to initiate and continue to breastfeed their baby. The campaign offers support for mums that will help them to breastfeed for longer, under the strapline, 'Breastfeeding: every day makes a difference to your baby'.
Stafford’s Labour MP David Kidney says the campaign reflects the message that each day a women continues to breastfeed is another day the child receives important health benefits from its mother’s milk:
“During the week, the Department of Health is launching a consumer campaign targeting young mothers aged 16 to 25 years. The Breast Buddy initiative, fronted by celebrity mum and Atomic Kitten member Jenny Frost, is aimed at encouraging young mums to get emotional and practical support, by nominating a buddy from within their circle of friends and family. The initiative is not intended to replace the advice of healthcare professionals or trained counsellors, but to provide additional emotional support.
“Young mothers who sign up to the Breast Buddy initiative will receive an information pack including the Department of Health leaflet Breastfeeding: Off to the Best Start and a fridge magnet featuring the three breastfeeding helplines (National Breastfeeding Helpline, La Leche League and National Childbirth Trust). Mother and buddy will also receive texts of encouragement for the first few months.
“The evidence tells us what is common sense anyway – that breastfeeding is good for babies and their mothers. Children who are breastfed have greater protection from childhood diseases, they are protected from obesity in later life and they gain in emotional well-being, with the most recent evidence claiming that they are cleverer as a result. Mums are also protected from the risk of breast cancer”.

• As of April 2008, The Child Health Public Service Agreement (PSA) includes a measurement of breastfeeding prevalence at six to eight weeks. This is the first time breastfeeding rates have been reported on duration, as well as initiation and these figures will be reported by Primary Care Trusts on a quarterly basis.
• Additional activity during NBAW includes a 'Breastfeeding friendly places' campaign. Find out more about breastfeeding friendly shops, shopping centres and workplaces at:
http://www.breastfeeding.nhs.uk/en/fe/page.asp?n1=5&n2=13&n3=34