The scheme encourages public venues across the city to welcome women who want to breastfeed their babies. We are working with retail shops, cafes, leisure centres, museums, transport and restaurants to join the scheme. Each venue taking part will display a ‘Southend Supports Breastfeeding’ window sticker to show mothers who wish to breastfeed that they will be welcome. The scheme has been developed using the co-production ethos of parents and professionals working together and the logo for the scheme designed and approved by parents.

The benefits received by breastfed babies can play an important role in providing them with the best start in life, meaning that improving breastfeeding rates is a priority both in Southend and across the country. Babies who receive breast milk are responsively fed and it is not always easy for mothers to find a convenient and welcoming place to do so. Research shows that many women give up breastfeeding sooner than they want to and more than one third (34%) of women reported feeling uncomfortable and embarrassed to breastfeeding in public spaces. [1] The scheme also aims to encourage a cultural shift by normalising and supporting mothers to confidently breastfeed in public throughout Southend as we want all women in Southend to feel supported and confident to breastfeed at home and in the community.

To find out more about the scheme or to sign up your organisation contact: livewell@southend.gov.uk

[1] https://www.nhs.uk/conditions/pregnancy-and-baby/breastfeeding-first-days/