The UK Baby Friendly Initiative is based on a global accreditation programme of Unicef and the World Health Organisation. It is designed to support breastfeeding and parent infant relationships by working with public services to improve standards of care.
In 2012, following a consultation process, we revised our standards to fully reflect the evidence base and continue to deliver the best outcomes for mothers and babies in the UK.

The health and well-being of all babies is at the heart of the Unicef UK Baby Friendly Initiative. A strong mother-baby relationship is the foundation for a baby’s future health and wellbeing. Breastfeeding supports this loving bond and makes a vital difference to health.
We work with UK public services to protect, promote, and support breastfeeding and to strengthen mother-baby and family relationships. Support for these relationships is important for all babies, not only those who are breastfed. Full details on going Baby Friendly, resources, and courses are available on our website.

We regret that we are unable to provide an individualised service to parents but we welcome their interest in our work and invite them to support our aims by offering encouragement to their health care providers to implement best practice.

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Baby breastfeeding at home UNICEF UK/Gaby Jeffs 2012
A breastfeeding mother. The Baby Friendly Initiative was launched in 1992 to encourage maternity hospitals to implement the 'ten steps to successful breastfeeding'.UNICEF UK/Gaby Jeffs 2012