To ask the Minister of Health to detail (i) the ways in which his Department is promoting breastfeeding; and (ii) any new events or initiative he has planned to raise the profile of breastfeeding.

Improving breastfeeding rates requires a multi-faceted approach, which is detailed within the 20 Actions of the Breastfeeding Strategy. Through this the PHA supports a range of projects to increase awareness of the benefits of breastfeeding via established initiatives such as the UNICEF UK Baby Friendly Initiative standards in maternity and community settings; training of health professionals; development of breastfeeding posts within Trusts; mother to mother peer support; La Leche League (LLL) and National Childbirth Trust (NCT) voluntary breastfeeding support; Tiny Life breast pump loan services and the annual ‘Breastival’ a festival to celebrate, promote and normalise breastfeeding in Northern Ireland; and the PHA Breastfeeding Welcome Here (BWH) Scheme. PHA supports a number of CV sector organisations with providing information and support to expectant and new parents.

Plans are in place to develop and extend these services in new and innovative ways. For example, it is planned that the BWH Scheme is going to expand into more public sector organisations, increasing the visibility and therefore reach to promote and normalise breastfeeding. Breastival, LLL and NCT continue to work with the PHA to evolve and utilise resources to support the promotion of breastfeeding within local communities. Community Pharmacists are willing to engage in training and therefore be a local source of breastfeeding support and through the BWH Scheme will continue to promote and normalise breastfeeding.