The Breastfeeding Welcome Scheme launches in Bradford
Created by Jen Hird
Bradford is the latest area to join the national scheme where businesses and public spaces pledge to welcome breastfeeding families. The campaign aims to normalise breastfeeding in public and encourages mums to feel more comfortable feeding their baby wherever and whenever they need.
The Breastfeeding Welcome Scheme has been adopted in Bradford by Bradford District Care NHS Foundation Trust and Bradford Council.
Jane Dickens, Strategic Breastfeeding Lead at Bradford District Care NHS Foundation Trust, said: “Studies show that eight out of 10 women stop breastfeeding before they want to and in Bradford less than half of babies that start life being breastfed receive none of their mum’s milk by two months old.
“One of the reasons for this is that mums feel anxious feeding out and about. We want to encourage all mums to feel confident that they are welcome to enjoy breastfeeding in public places, so their babies continue to receive the goodness of their mother’s milk for as long as possible.
“Breast milk contains all the nutrients and fluids a baby needs up to six months of age and continues to be of great health benefit alongside food from six months. It is packed with antibodies which help keep babies better protected from some illnesses.”
Among the first to join the campaign are the Broadway Shopping centre in Bradford and the Airedale shopping centre in Keighley.
Steve Seymour, Airedale Shopping Centre manager said: “Many of our shoppers are mums with babies and we want them to feel 100% comfortable when they visit us. As a hub of the local community, we pride ourselves on creating a relaxed and welcome environment that is inclusive to everyone.”
To coincide with maternal mental health week, the Scheme launched at The Broadway, Bradford on 3rd May.
Ian Ward, General Manager, said: “We’re delighted to be supporting such a fantastic scheme and are proud to offer women in Bradford a safe space to breastfeed.
“It’s important that women don’t feel confined when breastfeeding or pumping. We hope that by working together to support mums across Bradford, local business will help alleviate feelings of anxiety and any stigma mothers may feel when feeding their children in public.
“The launch event is an important step to raise awareness for breastfeeding in public places and we urge other businesses in Bradford to welcome similar initiatives.”