Local organisations come together to improve Breastfeeding Awareness in the East Riding

Published: 01 February 2022 to 31 December 2098

As part of East Yorkshire Breastfeeding Promotion Initiative, a new breastfeeding support web page, breastfeeding logo and a scheme to promote positive messages about breastfeeding in public is to be launched.

The Promoting Breastfeeding Initiative is a collaboration between Humber Teaching NHS Foundation Trust Integrated Specialist Public Health Nursing Service (ISPHNS) and East Yorkshire Council Children’s Centres, who work closely with local maternity services.

The project, which is supported by Humber Coast and Vale Local Maternity System (LMS) and East Riding of Yorkshire Council, aims to increase awareness of the support available in the area, how to access this and to encourage mothers to breastfeed when out in the community.

The specialist and dedicated East Yorkshire project team will be working towards the goal of Bridlington becoming East Yorkshire’s first Breastfeeding Friendly Town in 2022.

In the UK, 8 out of 10 mothers stop breastfeeding before they want to, and this is often down to lack of information, access to additional support and feeling uncomfortable breastfeeding in public.

The new webpage aims to ensure that new and expectant families are aware of the wide range of support available to them. Including targeted and specialist provision, breastfeeding support groups and a free NHS specialist service delivered by International Board-Certified Lactation Consultants (IBCLC) and lactation specialists.

The webpage is hosted by Humber Teaching NHS Foundation Trust and can be accessed at any time, here.

The initiative is part of an East Yorkshire strategy to encourage local communities to protect, promote and support breastfeeding, and as the number of mothers currently breastfeeding in Bridlington is low in comparison to other areas in East Yorkshire, it is important that people come together to ensure everyone feels safe to breastfeeding their baby when out and about in Bridlington.

It is understood that some of the main barriers faced by new mothers when it comes to breastfeeding includes embarrassment and negative attitudes from members of the public. Projects like this one seek to ensure that new and expectant mothers feel comfortable breastfeeding in public – whether that’s in a café, garden centre or book shop. 

For the scheme to work, the project teams are looking for local businesses, venues and organisations to sign up, to show that they welcome and support breastfeeding families on their premises.

Those who sign up will have access to free resources such as ‘Breastfeeding Friendly’ window stickers and an information pack to explain involvement in the scheme. This open and welcoming approach that will start conversations that normalise breastfeeding in public and actively demonstrate the value of breastfeeding to the wider community.

Iain Gardner, Owner of Ruby SoHo Café in Bridlington, said:

“I signed up to the scheme straight away as breastfeeding is promoting the health of future generations and I want the mums and families who visit my café to feel a 100% comfortable when Mum needs to breastfeed. I already have a changing area for families and so this scheme was perfect in expanding the family environment I already provide to my customers”.

As part of the Bridlington project, the midwives from York and Scarborough Teaching Hospital NHS Foundation Trust are running sessions on Colostrum Harvesting and the Bridlington Children Centre are hosting a daily Breastfeeding Drop-In.

If you have any queries or are interested in joining the scheme, please contact the Humber Teaching NHS Foundation Trust ISPHNS Single Point of Contact via email: hnf-tr.isphnspoc@nhs.net

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