01/02/2018

PHA Launches Breastfeeding Campaign

The Public Health Agency (PHA) has launched a new breastfeeding campaign.

The campaign highlights the health benefits of breastfeeding and supporting mums to feel more comfortable breastfeeding in public.

The SDLP has welcomed the launch of the Public Health Agency’s breastfeeding campaign.

Foyle MLA Mark H Durkan said: "Breastfeeding rates here continue to be among the lowest in the world and it is welcome that the Public Health Agency are proactively promoting the benefits of breastfeeding for mums, babies and wider society.

"The TV ad and outdoor advertising will highlight the health benefits and promise support for breastfeeding in public in a way that is designed to empower mothers and raise public awareness."
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Mary Black, Assistant Director for Health and Social Wellbeing Improvement at the PHA, said: "For many mums, getting started breastfeeding isn’t easy. Northern Ireland has the lowest breastfeeding rates in the UK and that is why reassurance and encouragement from others is so important.

|This campaign, the first of its kind in Northern Ireland, shows mums and women who may become mums in future, that breastfeeding their baby, no matter where they are, is normal and nothing to say sorry for. It also acts as a reminder for all of us to be supportive of women who choose to breastfeed. We all have a part to play.

|There are many health benefits associated with breastfeeding too. It reduces a baby's risk of serious stomach and chest infections and reduces mum’s risk of breast and ovarian cancer.

"Support is key to helping mums breastfeed, and encouragement within the family and from the wider community can really make a difference."

(CD/MH)

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