ORGANISATIONS across Keighley and Bradford districts are teaming up to encourage new mums to breastfeed "here, there and everywhere".

Joining up with the national campaign – Breastfeeding Welcome – businesses and public places are coming together to normalise breastfeeding and encourage mums to feel more comfortable doing this out and about in public.

The national Breastfeeding Welcome scheme has been brought to Bradford district jointly by Bradford District Care NHS Foundation Trust and Bradford Council.

It is being led by Jane Dickens, strategic breastfeeding lead at Bradford District Care NHS Foundation Trust. She said: “Studies show eight out of 10 women stop breastfeeding before they want to and in Bradford district less than half of babies that start life being breastfed receive none of their mums milk by two months old.

"One reason is that mums feel anxious feeding out and about. We want all mums to feel confident they can breastfeed in public places, so their babies continue to receive the goodness of their mother’s milk for as long as possible.

"Breast milk contains all the nutrients and fluids a baby needs up to six months of age, and continues to be of great health benefit alongside food from six months. It's packed with antibodies which help keep babies better protected from some illnesses.”

First to sign up to support the campaign have been Keighley's Airedale Shopping Centre and Bradford's Broadway Shopping Centre.

Steve Seymour, Airedale Shopping Centre manager, said: “Many of our shoppers are mums with babies and we want them to feel 100 per cent comfortable when they visit us.

"As a hub of the local community, we pride ourselves on creating a relaxed, welcome environment that's inclusive to everyone.”

To coincide with maternal mental health week a launch is taking place on May 3 at The Broadway, Bradford.

The event, which will run from 11am to 3pm, will bring together services and health professionals to offer advice, guidance and further advice on topics for parents-to-be, new parents and families.

One of Better Start Bradford’s specialist midwives, Alison Brown, said: “Breastfeeding is very beneficial for mums and babies. Feeding your baby is more than about just nutrition, it’s also about making a loving relationship. We hope lots of organisations sign up for this great initiative.”

The campaign asks businesses and venues to sign up, and when they do they will receive a "Breastfeeding Welcome" pink and white sticker. It is used to send out a clear message to new mums that they are welcome to breastfeed their baby at that location.

The scheme is open to all businesses, from shops, libraries, cafes or hairdressers, to community centres and health centres.

People wanting more information about joining the initiative can contact breastfeedingwelcome@bdct.nhs.uk For further details about breastfeeding, they can visit bdct.nhs.uk/breastfeeding-bradford/