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The Becoming Breastfeeding Friendly Project


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Learn about our work to support the Becoming Breastfeeding Friendly project

The Becoming Breastfeeding Friendly (BBF) research project is an evidence-informed global initiative designed to help countries identify the strength of their breastfeeding environment and develop recommendations for scaling up policies and programmes.

The project supports the UNICEF UK Baby Friendly Initiative, calling for full implementation of Baby Friendly across services and describing the programme as a ‘key driver’ of infant feeding support and consistent training to midwives and health visitors.

Learn more about the application of the project across the UK in the tabs below. You can also read about the impact of BBF and our journey in working on the project with the English, Scottish and Welsh governments.

Becoming Breastfeeding Friendly in England

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Becoming Breastfeeding Friendly in Scotland

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Becoming Breastfeeding Friendly in Wales

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"Discussions were central at BBF meetings in supporting the UNICEF UK Baby Friendly Initiative across Wales...Given the evidence of the benefit of the Baby Friendly Hospital Initiative status upon breastfeeding initiation and continuation, it is important to embed further accreditation and its underpinning evidence to breastfeeding support across Wales."
Brown, et al (2022)

About Becoming Breastfeeding Friendly

The Becoming Breastfeeding Friendly (BBF) in Great Britain study was conducted during 2017–2019 comprising country studies from England, Wales and Scotland. It was part of an international project being coordinated during the same period by the Yale School of Public Health across five world regions to inform countries and guide policies to improve the environment for the promotion, protection and support of breastfeeding. The purpose of the BBF programme is to improve the promotion, protection and support of breastfeeding at community, country and global levels to empower families to breastfeed and provide breast milk, improve health outcomes for babies and mothers and address health inequality.