Breastfeeding Support

A new Public Health campaign to help mums with breasfeeding advice has been launched. The new interactive ‘Start4Life Breastfeeding Friend’ (BFF) has been designed to guide new mums thorough their first weeks of breastfeeding and help them breastfeed successfully by providing personal support for mothers at any time of the day.   

Through one-to-one messaging and push notifications, the Start4Life BFF gives mums 24/7 access to expert NHS advice in a friendly, accessible way.

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The new interactive chatbot, which can be accessed through Facebook messenger, is launched as data has illustrated that, despite almost three quarters of mothers starting breastfeeding (73%),* just 44% are still breastfeeding at 6-8 weeks**. A new survey of 500 mothers of young children conducted by Public Health England also revealed that over half of mums were concerned about whether their baby was getting too much or not enough milk, and nearly 3 in 10 worried their baby might not be getting the right nutrients, indicating why mothers may stop breastfeeding at this early point.  

Breastfeeding lays the foundation for good health in children and the introduction of this supportive tool will help to break down breastfeeding, which are often misconceptions, and alleviate concerns mums have about breastfeeding. 

In addition to the ‘Start4Life Breastfeeding Friend’ bot, hints and tips for successful breastfeeding and useful information for parents-to-be and parents of young children on giving their children the best start in life are available to help from the Start4Life website and the Start4Life Information Service for Parents. 

For more information visit the NHS Breastfeeding advice webpages.

* NHS England breastfeeding initiation rates Q3 2015/2016 

** Public Health England data on breastfeeding at 6-8 weeks Q3 2015/2016