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The main focus of the work is to achieve UNICEF Baby Friendly accreditation across community, hospital and children's services. Two infant feeding coordinators have been appointed to project manage the work required to achieve UNICEF baby friendly accreditation.

In 2006 NICE guidance Routine postnatal care of women and their babies (www.nice.org.uk) made a recommendation that all maternity providers should implement an externally evaluated structured programme such as the Baby Friendly Initiative (www.babyfriendly.org.uk ) to encourage and support breastfeeding. This was reinforced in further guidance published in 2008 Maternal and Child Nutrition. Work has since been focused on achieving Baby Friendly accreditation.

The importance of increasing breastfeeding rates for the benefit of the population is reflected in the following local, regional and national documents.

There has been considerable work to improve data collection and this has resulted in almost 100% data return which means that we have a more accurate picture of the number of breastfed babies.  

At present the acute hospitals are not able to provide patient level data on breastfeeding initiation.  This prevents an analysis of initiation rates by geographical area or level of deprivation which is essential if we are to effectively monitor and address health inequalities.

Despite the widely acknowledged benefits of breastfeeding, the number of women who breastfeed their babies in Newcastle is well below the national average of 78% for initiation. (National Infant Survey 2005) This trend is also reflected in the sustaining rates (measured at 6-8 weeks from birth) which are also well below the national average of 50%.

Despite the widely acknowledged benefits of breastfeeding the number of women who breastfeed their babies in the three north of Tyne Primary Care Organisations (PCO) is well below the national average of 78% for initiation.  This trend is also reflected in the sustaining rates which are also well below the national average of 50%. Under the previous government the Priorities and Planning Framework 2003/2004-2005/2006 Improvement, Expansion and Reform, identifies a specific target of an annual 2% increase in initiation rates for breastfeeding.

There is clear evidence that breastfeeding has positive health benefits for the mother and the baby in both the short term and the long term. Low breastfeeding rates contribute to health inequalities and breastfeeding is one of the indicators in monitoring progress towards Infant Mortality targets.