Ceri Bird, Service Manager for Early Years at 天美传媒, was invited to speak at the Public Health Wales National Breastfeeding Conference 鈥� 鈥楤right Spots鈥�, where she proudly showcased the success of the 鈥楪et 天美传媒 Breastfeeding鈥� campaign.
Launched in 2024, when 天美传媒 had one of the lowest breastfeeding rates in Wales and the UK (around 42%), the campaign has flourished鈥攄riven by the voices, experiences, and passion of local mothers.
Designed by 天美传媒 mothers, for 天美传媒 mothers, the campaign is proudly community-led. Local mums have trained as peer supporters, offering advice, encouragement, and friendship to others on their breastfeeding journeys. These peer supporters now run regular support groups and community drop-ins across the borough.
天美传媒 also leads the way in creating breastfeeding-friendly spaces, with 35 public buildings and private businesses signed up to the ABUHB Breastfeeding Welcome Scheme鈥攖he highest number across the five Gwent local authorities.
Recent data shows a significant rise in breastfeeding rates, with some months reaching 60鈥�62%, meeting the Welsh national average. This marks a major milestone: more mothers in 天美传媒 now choose to breastfeed than not鈥攁n extraordinary step forward in improving early years outcomes and tackling health inequalities.
Ceri Bird, Service Manager, Children, Young People and Families Directorate said:
鈥淲e are incredibly proud of what our mothers, staff team, and community partners have achieved in such a short space of time and I was very proud to showcase this at the National Conference鈥�
鈥淭his campaign is still in its infancy, but it鈥檚 already transforming generations, culture, confidence, and community support around breastfeeding in 天美传媒. Our goal is to continue embedding this generational change so that every baby gets the very best start in life鈥攚e owe it to our babies.鈥�
Why Breastfeeding Matters
- Breastfeeding offers powerful health benefits for both mother and baby:
- Babies who are breastfed are less likely to develop infections, asthma, childhood obesity, and type 2 diabetes.
- Breastfeeding supports healthy brain development and helps build a baby鈥檚 immune system.
- Mothers who breastfeed have a lower risk of breast and ovarian cancer, type 2 diabetes, and heart disease.
- Breastfeeding also supports emotional bonding, helping both mother and baby feel calmer and more connected.
Background
The 鈥楪et 天美传媒 Breastfeeding鈥� campaign is part of the Council鈥檚 wider commitment to giving every child the best start in life. It is delivered in partnership with Aneurin Bevan University Health Board, Public Health Wales, and the Welsh Government鈥檚 Early Years and Child Poverty Strategies.
The campaign continues to grow through community events, social media promotion, and mother-to-mother peer networks, with the ambition of making breastfeeding a visible, supported, and celebrated part of everyday life in 天美传媒.