East Riding Infant Feeding Service has been awarded the UNICEF UK Gold Baby Friendly award.
The UNICEF assessment highlighted good practice through projects including the Breastfeeding Milestone cards, Thank-you for Breastfeeding Out and About cards, Staff Flash Cards, Breastfeeding Welcome Scheme and the ‘Is It Normal campaign’, as well as celebrating breastfeeding through local and national events such as Breastfeeding in Public day and World Breastfeeding Week.
The support for families has resulted in improved breastfeeding rates; with rates at ten days having increased from 56% to 64%, rates at 6–8-weeks increased from 44% to 53%, with exclusive breastfeeding at 6-8 weeks increasing from 35% to 41%.
East Riding’s Infant Feeding Service is a partnership between East Riding of Yorkshire Council and Humber Teaching NHS Foundation Trust.
Councillor Victoria Aitken, Cabinet Member for Children, Families and Education:
“Well done to everyone involved for all their hard work in maintaining our Gold standard for the seventh consecutive year and supporting our mothers across the East Riding.
“The award demonstrates the support offered ensures families have clear, honest, evidence-based information to make the right choices for them. It’s about mums feeling supported, about parents building confidence and gives babies the best possible start in life.”
UNICEF UK said:
“The services demonstrate ambition to improve outcomes for local families as is demonstrated by the local East Riding Infant Feeding Strategy and Action Plan and the Best Start in Life Plan and have innovated creatively and effectively to improve outcomes for babies, mothers, parents, families and staff.”
To find out more about infant feeding support in the East Riding go to: eryc.link/breastfeeding-support
