“Running on goodwill and fairydust” – Midwives' experiences of facilitating and delivering local breastfeeding support via Facebook groups: A qualitative descriptive study

Midwives became involved in delivering online support motivated by a belief in the value of this provision, but acted as volunteers and felt unsupported by wider services. This has impacts for the sustainability of this provision regardless of its value. However, midwives reported significant benefits from involvement. Thus, there is a need for services to provide additional guidance and investment.