New campaign aims to address inequalities in breastfeeding

This National Breastfeeding Awareness Week (11-17 May 2008) the Department of Health is encouraging young mothers from low-income backgrounds to access support that will help them to breastfeed for longer. 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%.

Public Health Minister Dawn Primarolo says, "The recent Scientific Advisory Committee on Nutrition review highlighted the fact that younger mothers, mothers from lower socio-economic groups and mothers with lower educational levels appear least likely to initiate and continue breastfeeding. It is imperative that we support our most vulnerable families to make breastfeeding the norm and improve health outcomes for all."

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 Department of Health recommends exclusive breastfeeding up to the age of six months, with continued breastfeeding alongside solid foods after six months.

Research indicates breastmilk gives babies all the nutrients they need for the first six months of life and helps protect them from infection and diseases such as gastro-intestinal infections, ear infections, urine infections, eczema and obesity in later childhood. '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 Department of Health'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 Department of Health will launch the Breast Buddy initiative, targeted at young mums aged 16 to 25 years. The initiative will be fronted by celebrity mum and Atomic Kitten member Jenny Frost. The initiative will encourage 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. 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.

For more information on breastfeeding, visit Breastfeeding.nhs.uk.