Empowering Families: Advancing Breastfeeding through Collaboration, Innovation, and Health Literacy

Abstract Issue/problem The World Health Organisation (WHO) recommends that babies are exclusively fed breastmilk for the first 6 months of life. This gives babies the best start in life and offers health benefits to both the child and mother. Breastfed babies are less likely to have chest and gastrointestinal infections, develop asthma, eczema, and are less likely to become obese. Benefits to mum include reduced risk of some cancers. These benefits can be particularly beneficial to those in lower socioeconomic groups. Description of the problem Breastfeeding rates in Halton have slowly but steadily increased over the past 10 years. However, rates are significantly lower than the England average. Between 2014 and 2023, breastfeeding at 6-8 weeks increased from 21.8% to 25.7% in Halton. The England average in 2023 was 49.2%. A key focus of the delivery plan was to strengthen an existing Infant Feeding service by building partnerships and collaborating with parents. The aim was based on expanding support in community and maternity, improving feeding spaces, introducing virtual and out-of-hours support, enhancing support for complex feeding issues, and increasing proactive contact with expectant parents. Results Breastfeeding rates steadily improved. By 2023/24, rates rose to 27.5%, with 2024/25 data showing an increase to 34.6%. The ongoing comprehensive approaches appear to be driving sustained progress. Lessons Peer Support: Expansion of breastfeeding groups and a Welcome Scheme. Volunteers and venues actively foster peer networks. Specialist Access: Timely interventions through drop-ins improved outcomes for complex feeding issues. Cultural Shifts: Creative arts projects normalised breastfeeding through storytelling and public engagement. Upskilled Staff: Training initiatives enhanced knowledge and capabilities. Technology: Apps offered reliable, real-time support for parents, increasing access during critical hours. Key messages • Timely breastfeeding support combines emotional and practical help. Practitioners and peer networks ensure mothers overcome challenges and sustain their breastfeeding journeys. • Creative initiatives and innovative tools such as apps normalise breastfeeding while offering parents accessible, reliable information to support health literacy and informed decision-making.