Breast Milk It's Amazing – Public Health Campaign and Event

On the 7th March 2014, the 'Breast Milk It's Amazing' Public Health Campaign event will take place at The Forum Shopping Centre in Chester between 10am and 2pm. This is one of nine events taking place across Cheshire and Merseyside, which aim to raise awareness and promote breastfeeding to the public.

Breastfeeding has numerous benefits for both the baby and the family; it boosts a baby's immune system, protecting them from illness and disease; thus reducing their chances of being admitted to A&E and other emergency healthcare settings. Breastfeeding is free compared to expensive formula, which can cost around £45 per month, and has a positive impact on an individual's health and wellbeing

The Breast Milk It's Amazing social marketing campaign was originally launched in 2009 across Liverpool City Region. In 2013, the Directors of Public Health elected to roll out the campaign across the whole of Cheshire and Merseyside. The campaign addresses the need to promote breastfeeding to ensure the best possible start in life for children and young people. It also highlights the need for attention locally to improve breastfeeding rates; in Cheshire West and Chester we know that whilst around 68% of babies are breastfed initially, this falls to around 40% at 6-8 weeks; below the national average. We also know that breastfeeding rates are much lower in some areas

The campaign is supported by promotional materials and the website www.amazingbreastmilk.nhs.uk has been given a revised look and navigation; this incorporates a new feature where users can search by postcode for their nearest Breastfeeding Friendly venue or peer support group

The event is an excellent opportunity to showcase support for breastfeeding within Cheshire West and Chester. At the event, women will be given the opportunity to discuss the benefits of breastfeeding, in order to make an informed choice and overcome the barriers and issues that prevent them from trying. Participants from local breastfeeding teams and peer support groups will attend, to allow women to be sign posted to local services and support.

This is an excellent way to highlight the benefits of delivering public health on a Cheshire and Merseyside footprint. The media will also be invited, and this is a great opportunity to showcase the support for breastfeeding and public health within our local authority

If you would like to attend, the event will run from 10-2pm at The Forum Shopping Centre in Chester and you are welcome to drop in at any point, or attend for the duration. The event will be held on Friday 7th March 2014.