Supporting every family during world breastfeeding awareness week

Breastfeeding provides many health benefits for babies. Breast milk contains the ideal balance of nutrients to support healthy growth and development while also providing antibodies that help protect against common infections. It has been linked to a lower risk of ear infections, stomach bugs and some long-term health conditions. 

For parents, breastfeeding offers benefits too. It can help the body recover after birth, strengthen the bond between parent and baby and reduce the risk of certain health conditions, including breast and ovarian cancer. Promoting breastfeeding awareness means recognising these benefits while also respecting that every family’s circumstances are different.

The first few weeks of breastfeeding can bring challenges, and it is completely normal to need extra support. Many parents experience difficulties with positioning, getting their baby to latch, sore nipples or concerns about milk supply. These experiences are common and do not mean you are doing anything wrong. 

One of the key messages of world breastfeeding awareness week is that help is available. Seeking support early can often prevent small issues from becoming bigger challenges. Building breastfeeding awareness includes understanding when to ask for advice and knowing that support is available without judgement. 

Breastfeeding is a skill that both parent and baby learn together, and confidence usually develops over time. There are several simple ways to help establish breastfeeding in the early days: 

• Spend plenty of time skin-to-skin with your baby to encourage feeding cues. 
• Feed responsively, allowing your baby to feed when they show signs of hunger. 
• Find a comfortable feeding position that works for you and your baby. 
• Aim for a deep latch to help make feeding more comfortable. 
• Don’t be afraid to ask for help if something doesn’t feel right. 

Improving breastfeeding awareness means understanding that every feeding journey is different and there is no expectation that everything will be perfect from the start. 

Returning to work or managing everyday commitments does not necessarily mean breastfeeding has to stop. With some planning, many parents continue breastfeeding alongside work or other responsibilities. 

Expressing milk, understanding your workplace rights and speaking with your employer before returning can all help make the transition easier. Raising breastfeeding awareness also means encouraging employers and communities to create supportive environments for breastfeeding parents.

Reliable information and practical advice are available through NHS Wales. Parents can access guidance on breastfeeding, expressing milk and infant feeding, as well as personalised support from their midwife, health visitor or local infant feeding team. 

Community breastfeeding groups and peer support networks across Wales also provide valuable encouragement and the opportunity to connect with other parents who understand the experience. Increasing breastfeeding awareness means ensuring families know they are never alone.

This world breastfeeding awareness week, remember that asking for help is a sign of strength, not failure. Whether breastfeeding is going smoothly or proving more difficult than expected, support is available every step of the way. 

By continuing to improve breastfeeding awareness, we can help more families feel informed, supported and confident in their feeding journey. Whatever your experience, trusted professionals and local support services are there to help you find the approach that works best for you and your baby. 

Find out more through the NHS here.