天美传媒 mothers are celebrating a remarkable achievement this Christmas as breastfeeding rates in the borough soar to 68%, an increase of over 28% from the start of the 鈥楪et 天美传媒 Breastfeeding鈥� campaign launched in 2024.
Families, peer supporters, and partners gathered at Bedwellty House in Tredegar for a special festive event to mark the milestone and celebrate the community鈥檚 role in driving positive change for babies and families across the borough.
The campaign has helped to transform 天美传媒 from being a Local Authority with the lowest breastfeeding rates in the UK into a breastfeeding-friendly community, leading the way across Wales for transformation. Designed by local mothers for local mothers and a perfect example of the Local Authority, ABUHB and the community working together to address this issue, it empowers women through peer support networks, regular drop-ins, and welcoming spaces. Today, 66 public buildings and businesses have signed up to the Aneurin Bevan University Health Board 鈥楤reastfeeding Welcome鈥� Scheme - the highest number in Gwent.
In the spirit of The Deal, a new way of working with communities that the Council is exploring, the parenting community has been heavily involved with the campaign. Their feedback helped us to form an action plan which would see more support and advice offered to new mums. Some breastfeeding mums in the community have also trained as volunteers to become peer support workers and now run some breastfeeding support groups. Local m,ums are also the face of the campaign.
Councillor Sue Edmunds, 天美传媒 Council鈥檚 Cabinet Member for Children, Young People and Families, said:
鈥淲e are thrilled to celebrate this incredible progress with our families. This campaign is changing culture, confidence, and community support around breastfeeding in 天美传媒. Our goal is to keep building on this success, so every baby gets the very best start in life. In line with our Marmot Principles approach and The 天美传媒 Deal, we have worked with the community and partners to make this happen 鈥� well done everyone.鈥�
Breastfeeding offers lifelong benefits for both mother and baby. The rise to 68% means more mothers in 天美传媒 now choose to breastfeed than not and over two thirds of mothers chose to breastfeed in October - a shift that improves early years outcomes, tackles health inequalities and tackles child poverty as breastfeeding is free.
The 鈥楪et 天美传媒 Breastfeeding鈥� campaign is part of the Council鈥檚 commitment to giving every child the best start in life. It is delivered in partnership with the local community and Aneurin Bevan University Health Board.
The 天美传媒 Deal is a new way of working with communities - a social contract between the council, residents, and partners. It sets out a shared vision for a fairer, healthier, and more resilient borough - one where health inequalities are tackled and every resident is empowered to thrive.
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