World Breastfeeding Week honours the August 1990 signing of the Innocenti Declaration by government policymakers, the World Health Organisation (WHO), UNICEF and other organisations. That document helped pave the way for protecting and supporting breastfeeding worldwide.

The theme of World Breastfeeding Week 2020 is 'Supporting breastfeeding for a healthier planet'. In line with this theme, WHO and UNICEF are calling on governments to protect and promote women's access to skilled breastfeeding counselling, a critical component of breastfeeding support.

Breastfeeding provides every child with the best possible start in life. It delivers health, nutritional and emotional benefits to both children and mothers and it forms part of a sustainable food system. But while breastfeeding is a natural process, it is not always easy. Mothers need support – both to get started and to sustain breastfeeding. 

Skilled counselling services can ensure that mothers and families receive this support, along with the information, advice, and reassurance they need to nourish their babies optimally. Breastfeeding counselling can help mothers to build confidence while respecting their individual circumstances and choices. Counselling can empower women to overcome challenges and prevent feeding and care practices that may interfere with optimal breastfeeding, such as the provision of unnecessary liquids, foods, and breast milk substitutes to infants and young children.

Here at NELFT, we are proud that our children's services in Basildon, Brentwood and Essex, Thurrock, Redbridge and Waltham Forest all have UNICEF Baby Friendly accreditation. 

UNICEF Baby Friendly accreditation is a programme that helps professionals to provide sensitive and effective care and support for mothers, enabling them to make an informed choice about feeding, get breastfeeding off to a good start and overcome any challenges they may face.

Thanks to this work, breastfeeding initiation rates have risen by 20% since the Baby Friendly Initiative was established. In the UK, the initiative works with UK public services to protect, promote and support breastfeeding and to strengthen mother-baby and family relationships. Support for these relationships is important for all babies. The award is given to health facilities, hospitals and universities after an assessment by a UNICEF team that shows recognised best practice standards are in place.