Research highlights that when breastfeeding support is offered to women, the duration and exclusivity of breastfeeding is increased[1]. Research also shows that the use of breastmilk substitutes weakens infants’ immune systems, and impairs their cognitive development, behaviour, and appetite regulation, and it increases women’s risk of developing breast cancer, and probably also ovarian cancer and Type 2 diabetes[2].

It is really concerning that fewer than 1% of babies are exclusively breastfed at six months in the UK[3] and many women encounter problems they cannot resolve in the absence of skilled help and decide to supplement or stop breastfeeding[4].

A Better Start Southend (ABSS) has very clear outcomes in that children will achieve well because they and their families receive effective and consistent professional support and that there is improved health at individual, family and community levels. It’s important to recognise and acknowledge the growing need within our community and support what matters most and has the greatest impact. We consistently talk to our families to understand what they care about, that their voice matters and we develop our offers to best support the growing needs with our ABSS wards. Ultimately, regarding breastfeeding, this has been developed into our ‘breastfeeding offer’ which is a three pronged approach: 1-2-1 support, group support and the Southend Supports Breastfeeding scheme. We want women to know that they are supported, encouraged and guided with their feeding choices.

We are really proud to have rolled out a test and learn project to help women with 1-2-1 breastfeeding support, delivered at home in conjunction with Southend University Hospital Foundation Trust. The support, offered both ante-natally and post-natally, over a number of weeks, provides women with advice and guidance and with a take up of for those offered the service reaching over 90% and delivery partner data showing us that 42% are continuing to breastfeed at six weeks, it’s something to be really proud of – and figures we are still looking to improve.

Support is also offered to women (and their families) with our breastfeeding groups, run every week throughout the year with both advice and information but also as an opportunity to meet other women and families and create a peer support network. Breastfeeding can be a really lonely journey, albeit such a rewarding one. The support that ABSS offers has shown us the positive impact that its having with women telling us that without the groups that they would have ‘stopped without the group support’ that they ‘feel listened to’ and that they are able to normalise aspects of their experience as ‘not the only person who struggles with breastfeeding, it’s normal, it’s ok’.

We are also continuing to work with Southend-on-Sea Borough Council on a ‘Southend Supports Breastfeeding’ campaign which has been rolled out to support and enable mothers to feel confident to breastfeed in public places. The scheme also ensures that mothers can feed their babies in comfort and without interruption or embarrassment.  We are working to encourage public venues across the borough to welcome families who want to breastfeed their babies and has been developed using the co-production ethos of parents and professionals working together.

Many women give up breastfeeding sooner than they hoped with 8 out of 10 women stopping breastfeeding before they want to[1]. That’s a feeling we are committed to changing and a statistic we will to continue to work on to improve.

1. Support for healthy breastfeeding mothers with healthy term babies – https://www.cochranelibrary.com/cdsr/doi/10.1002/14651858.CD001141.pub5/full
2. Enabling breastfeeding for mothers and babies – https://www.cochranelibrary.com/collections/doi/10.1002/14651858.SC000027/full
3. Enabling breastfeeding for mothers and babies (Ibid.)
4. Enabling breastfeeding for mothers and babies (Ibid.)
5. Blog: Supporting breastfeeding, We know what works; let’s make it happen – https://www.unicef.org.uk/babyfriendly/supporting-breastfeeding-make-it-happen