In an area where breastfeeding at 6 weeks was just 20% Little Angels are having a significant impact. Breastfeeding at 6 weeks has already climbed to 40%.
Here is one of a great range of posters which are part of their campaign.
You can order the posters at:
Recall that according to the government's national survey 9 out of 10 mothers who stopped breastfeeding by 6 weeks said they wanted to breastfeed for longer (as did 40% who breastfed for at least 6 months). More support is needed as well as cultural change. That is the aim of the Breastfeeding Manifesto, working for action in 7 areas. See:
I was there to talk about the need to protect a mother's right to independent information on infant feeding. Those using formula require objective information on the differences between those on the market and how to reduce the risks of formula feeding. This information is not coming from the companies.
Breastfeeding also needs protecting from aggressive marketing. Groups such as Little Angels provide support with one arm tied behind their backs because companies are able to target mothers with materials such as this mailshot from Cow & Gate.
This was sent to a mother when her child was 4 weeks old. She didn't recall what she had signed to get on the company's mailing list.
Targeting mothers with formula brand names and negative messages about breastfeeding at a time when they are likely to be experiencing difficulties with breastfeeding is a deeply cynical strategy. Unfortunately it is one that the authorities allow to continue and the law currently under review is unlikely to make any differences unless the advice of the government's own Scientific Advisory Committee on Nutrition to strengthen the law is heeded.
For further details of the demands of health advocates see the report we have submitted to the government on behalf of the Baby Feeding Law Group and Breastfeeding Manifesto Coaltion. It is called 'Protecting breastfeeding - Protecting babies fed on formula' and can be found at: