NCT Watch

The Department of Health (DH) has used National Breastfeeding Awareness Week (NBAW) to encourage mothers from low income backgrounds to seek help on breastfeeding. A DH press release notes that breastfeeding is a major public health issue in today’s society with significant inequalities in infant feeding practices. Age is a strong factor, with statistics showing that in the UK, 76% of women start breastfeeding, but for mothers under 20, it’s just 51%.

A decision to breastfeed, especially for the first six months of a baby’s life, can have a huge impact on infant health and development. The DH recommends exclusive breastfeeding up to the age of six months, with continued breastfeeding alongside solid foods after six months. ‘Healthy Weight, Healthy Lives’ a cross-government strategy for obesity ( January 2008 ) aims to reverse the rise in childhood obesity and breastfeeding plays an integral role in this. Breastfeeding provides health benefits for mothers too. It can reduce the risk of against ovarian cancer, breast cancer and weak bones later in life.

The NBAW strapline, ‘Breastfeeding: every day makes a difference to your baby’, reflects the message that each day a women continues to breastfeed is another day the child receives important health benefits from its mother. The plans for NBAW are part of the DH’s campaign to address the inequalities that exist in infant feeding practices highlighted in the Scientific Advisory Committee on Nutrition (SACN) review of The Infant Feeding Survey (2005).

During NBAW, the DH launched the Breast Buddy initiative, targeted at young mums aged 16 to 25 years. The initiative is fronted by celebrity mum and Atomic Kitten member Jenny Frost. The initiative encourages young mums to get emotional and practical support while breastfeeding by nominating a buddy from within their circle of friends and family. Young mums who sign up will receive an information pack including the NHS leaflet

Breastfeeding: Off to the Best Start and a fridge magnet featuring breastfeeding helplines including the new National Breastfeeding Helpline (0844 20 909 20). Mother and buddy will also receive texts of encouragement for the first six months. Mums can text BUDDY to 60022 to sign up to the campaign.