Breast is best
14 May 2008
The Department of Health is encouraging Children’s Centres to support this year’s National Breastfeeding Awareness Week
This year’s National Breastfeeding Awareness Week (NBAW) kicked off on 11 May. In this campaign, the Department of Health is encouraging young mothers from low-income backgrounds to initiate breastfeeding and continue for as long as they can.
The Department of Health has developed a range of resources to help Children’s Centres to support the week. The resources include pens, key rings, lanyards, diary covers, post-it notes and fridge magnets, and will be available free of charge to Children’s Centres by ordering from Prolog on 08701 555 455 or online from the NHS breastfeeding website
Other materials such as posters and leaflets can also be ordered or downloaded from the same website. Please remember to include the name of your organisation and the quantity you require when you place the order.
During NBAW, the Department of Health will launch an exciting PR campaign targeted at young mothers aged 16 to 25 years. The ‘Breast Buddy’ initiative fronted by celebrity mum and Atomic Kitten member, Jenny Frost, will encourage 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 emotional support from within their peer group.
Jenny Frost will undertake a regional tour to four cities during NBAW, to raise awareness of the Breast Buddy initiative. 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.
Breastfeeding-friendly shops and workplaces will also be highlighted for having a positive attitude towards breastfeeding. A list of the breastfeeding-friendly retailers, who agree to a set of criteria will be available on the NHS breastfeeding website
