Our flagship project, the DVD "From Bump to Breastfeeding: following real mothers' stories to find out how" had its official launch simultaneously in all four UK nations on Monday 3rd November 2008. To see media coverage of the event and DVD, click here.

For press enquiries, or to interview CEO Alison Baum, call Alison on 07525 688 190 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Now follows our official media release:

MONDAY, 3RD NOVEMBER 2008 - BEST BEGINNINGS

Free DVD offering breastfeeding support & tips for all UK pregnant mums launched today

‘From Bump to Breastfeeding – following real mothers’ stories to find out how’ 

A new free DVD is launched today to all pregnant women in the UK to help them with breastfeeding. The free DVD entitled, ‘From Bump to Breastfeeding – following real mothers’ stories to find out how’, provides a source of support to women to breastfeed and will be distributed via midwives and health visitors. It supports women to breastfeed by giving positive and practical breastfeeding information to women who are unsure about whether to breastfeed and encourages those who are, to continue for longer. 

Best Beginnings, a child health charity, gave “”birth” to the idea of developing and producing a free DVD addressing breastfeeding for all pregnant and new mums. The 35-minute film has been developed in collaboration with the Department of Health.  The DVD has been funded by the Department of Health, NHS Health Scotland, Welsh Assembly Government, Health promotion agencies in Northern Ireland and the Tedworth Charitable Trust.     

Best Beginnings founder & CEO Alison Baum said:

“Despite previous work promoting the huge benefits of breastfeeding, the reality is that for most young women, especially those from socially disadvantaged backgrounds, bottle feeding is still the norm."  The focus groups involved in creating the DVD helped to highlight the barriers pregnant women face when considering how to feed their new born child, such as:   

• "I think breastfeeding is rare; that’s a barrier for me. Especially around our area." Pregnant mother, Birmingham

• "My problem is I’m not a very good reader, I learn by either being shown, you know someone sitting there doing a practical demonstration, or someone doing the demonstration on you, I don’t like reading, I hate reading.’’  Pregnant woman, Hertfordshire

• “Most people know that it is better for the baby, but you need a bit of confidence to try it.” Pregnant mother, Northumberland

The DVD seeks to reassure women about their concerns with breastfeeding and to encourage them to choose breastfeeding over bottle feeding.  BAFTA award winning filmmaker Jacqueline Smith is responsible for producing the fly-on-the-wall documentary-style DVD, featuring nine women and following their breastfeeding journeys. The film explores their expectations and concerns as they prepare to have a baby, their experiences of learning how to breastfeed and the places they go to for breastfeeding support. The film also looks at the women’s different experiences of introducing other food to their children. One of the women featured in the DVD is England and Arsenal footballer Theo Walcott’s sister Hollie. The primary objective of the DVD is to encourage mums to breastfeed, emphasise the importance of breastfeeding and ultimately help increase breastfeeding rates in England and the rest of the UK. In 2005, 78 per cent of mothers began breastfeeding but a third of these women had stopped by six weeks.  

Breastfeeding is a key priority for the Government. The Department of Health recommends exclusive breastfeeding up to the age of six months, with continued breastfeeding, alongside other food and drink after six months, however there are significant social inequalities in infant feeding practices in the UK; 76% of women start to breastfeed, but for mothers under 20 years old, the figure is just 51% and by 6 weeks, only 14% of mothers under 20 years old are giving their baby breast milk[1]. Breast milk gives babies all the nutrients they need for the first six months of life and helps protect them from infection and diseases, such as gastro-intestinal infections, ear infections, urine infections, eczema and obesity in later childhood.  

Dawn Primarolo, Public Health Minister, said:

“The DVD will appeal to all women who are having a baby as it follows ordinary women on their breastfeeding journey and addresses hopes and concerns that are relevant to all. The DVD demonstrates breastfeeding as the normal and natural way to feed a baby and will support mums to continue to breastfeed and help them give their baby the best start in life.”  

Ms. Baum added:

“Only with accurate information and practical support can there be real choice for families about how to feed their babies. I am proud to have helped create the DVD, which will enable more mothers across the UK to have the information and reach out for support so they can enjoy breastfeeding their babies for as long as they wish.” 

Singer Charlotte Church, who breastfed her daughter Ruby, said: “I think this is a really helpful DVD for mothers. “It will be great for new mothers to hear the voices of real mums sharing their breastfeeding experiences. 

“I think it’s so important that there is as much information as possible to help mums prepare for breastfeeding, which I think is such a fantastic experience for mum and baby.”

Janet Fyle, the Royal College of Midwives’ professional policy advisor, said:

“Breastfeeding rates in the UK are among the lowest in Europe. This DVD is a powerful tool to reach out to young women from all social backgrounds. Midwives will be signposting women to watch the DVD and will discuss its content and ideas about breastfeeding with them.”  

A renowned panel of healthcare professionals and breastfeeding experts have advised on the DVD’s content, which meets UNICEF’s UK Baby-Friendly Standards.  The DVD was also tested during development with focus groups of women, including pregnant teenagers and women from socially disadvantaged and vulnerable groups.  

The DVD is a unique collaboration between the Government and Best Beginnings, voluntary organisations and all the relevant royal colleges: The Royal College of Midwives; The Royal College of Nursing; The Royal College of Obstetricians and Gynaecologists; The Royal College of Paediatrics and Child Health; The Royal College of General Practitioners; and Community Practitioners and Health Visitors' Association. More than 50 stakeholders have been involved in the development of the DVD’s content.  

For more information or to view the DVD online from Best Beginning’s website, please visit http://www.bestbeginnings.info/video/  or visit www.breastfeeding.nhs.uk. 

To order a copy of the new breastfeeding DVD call the Department of Health order line on: 0300 123 1002, or visit: www.orderline.dh.gov.uk. (In England) Download information on ordering in all four UK countries here.

[ends]  

Regional case studies of breastfeeding mothers are available on request.  For further information about the DVD, please contact:  

Royal College of Midwives:  contact Manuela Da Costa-Fernandes at:  This e-mail address is being protected from spambots. You need JavaScript enabled to view it on 0770 332 1661 or 0207 312 3433 or Colin Beesley, on 0207 312 3456 or email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it  

Best Beginnings: contact Alison Baum: 07525 688 190 or visit: www.bestbeginnings.info 

Department of Health, England (press office): contact 020 7210 5221, email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Kate Howe, +44 0207 467 9273

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Candice Bowen, +44 0207 467 9293

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Scotland (press office): Scottish case studies of breastfeeding mothers who have overcome obstacles are available on request. Justine Hampton or Katherine Beattie on 0131 536 5500.

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Northern Ireland: Janet Calvert, Regional Breastfeeding Coordinator

Health Promotion Agency for Northern Ireland

18 Ormeau Avenue

Belfast BT2 8HS

Tel:  028 9031 1611

Fax: 028 9031 1711

Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

www.healthpromotionagency.org.uk 

Wales (press office): Case studies of Welsh mothers overcoming obstacles to breastfeed are available on request.

Eurig Thomas on 029 20 821 823 or 07795 227 081

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Notes to Editor

1. Breastfeeding initiation rates have increased since 1990. The Infant Feeding Survey 2005 showed current breastfeeding initiation is 76 per cent across the UK, compared to 69 per cent in 2000. Younger mothers from lower socio-economic groups and mothers with lower educational levels appear to be least likely to initiate and continue breastfeeding.
2. In 2005, 78 per cent of mothers began breastfeeding but a third of these women had stopped by six weeks. Only 14 per cent of mothers under 20 years breastfed at six weeks.
3. Breastfeeding rates in the UK drop off too early and do not compare well with other countries. In Norway, the prevalence of breastfeeding at 6 months is 80 per cent compared with 22 per cent in the UK.
4. The Government has allocated £5 million for 2008-09 to support breastfeeding.
5. The Position Statement by the Scientific Advisory Committee on Nutrition (SACN) 2008 on the 'Infant Feeding Survey 2005: A commentary on infant feeding practices in the UK' is available at www.sacn.gov.uk/reports.
6. The Department of Health document Healthy Weight, Healthy Lives supports creating a healthy society - from early years, to schools and food, from sport and physical activity to planning, transport and the health service. It is available by visiting: http://www.dh.gov.uk/en/Publichealth/Healthimprovement/Obesity/index.htm
7. For more information about breastfeeding, please visit: www.breastfeeding.nhs.uk
8. A National Breastfeeding Helpline was launched on 15th February 2008.  Contact: 0844 2090920.
9. The DVD which will be distributed to mothers-to-be will also contain five supplementary films addressing common concerns for breastfeeding mothers and will be accessible from the DVD menu.  These include:

*I’m expecting more than one – can I breastfeed? (breastfeeding twins or more)
*My baby was born early or poorly – can I breastfeed? (breastfeeding your sick or pre-term baby)
*What can I expect in the early weeks? (the first few weeks)
*Things aren’t going smoothly – where can I go for help? (overcoming challenges)
*How do I express breast milk? (expressing and returning to work)

10.  The Department of Health recommends exclusive breastfeeding for the first 6 months (26 weeks) of an infant’s life, as this provides all the nutrients a baby needs.  Breastfeeding (and/or breast milk substitutes, if used) should continue beyond the first 6 months along with appropriate types and amounts of solid foods. 

11. A teenage mother from Birmingham who attended a focus group and watched the DVD  

   said: “I think breastfeeding is rare – that’s the barrier for me, especially around my area.”

12. Best Beginnings - Best Beginnings is a registered charity pioneering new ways of reaching those facing the greatest child health inequalities in the UK. To find out more about Best Beginnings, please visit www.bestbeginnings.info  
 

Department of Health’s Breastfeeding Campaign

The Department of Health is implementing a campaign to promote breastfeeding, which aims to increase breastfeeding initiation rates and encourage continuation of breastfeeding through a baby’s early weeks and beyond. The campaign targets health care professionals, including midwives and health visitors, as well as pregnant women (particularly young mothers) and the general public. This is part of a wider campaign for Maternal & Infant Nutrition to promote breastfeeding, best practice weaning, the uptake of vitamin D and folic acid supplements before and during pregnancy and breastfeeding. Visit: www.breastfeeding.nhs.uk 

Welsh Assembly Government

A national programme has been drawn up in Wales to support and promote breastfeeding to  young mothers and those who left school early.  This programme comprises a range of funded activities, which incorporate work within the NHS and with the community, schools and voluntary sectors.