Your breast choice

Research shows mums are more likely to breastfeed their babies, and keep breastfeeding, if they are given support and encouragement from those around them.

Partners, grandmothers, aunts and close friends will be among those encouraged to support mums to breastfeed in a new campaign from the Ministry of Health.

Breastfeeding gives our children the best start in life, yet some New Zealand babies are not breastfed or are only breastfed for a short time. The multimedia campaign will have a focus on Maori and Pacific women, who have particularly low breastfeeding rates.

Set to start at the end of July, the first phase of the campaign provides support to breastfeeding mums at home, while the second phase supports breastfeeding in public places such as restaurants, cafés and at work.

For more information about breastfeeding, visit the Ministry of Health.

The importance of breastfeeding

For baby

• Breastfed babies are less likely to have tummy upsets, respiratory infections and ear infections – or if they do get these illnesses, they may be less serious.
• Breastfeeding decreases the risk of Sudden Infant Death Syndrome (SIDS).
• It helps your baby grow and develop physically and emotionally.
• Breast milk is easily digested and provides the best nutrition for your baby. It is always fresh and immediately available.
• Breastfeeding helps reduce the risk of obesity, diabetes and cardiovascular disease in your baby’s later life.

For mum

• It reduces the risk of breast cancer.
• It may reduce the risk of ovarian cancer, osteoporosis, and hip fractures later in life.
• Breastfeeding may help with losing the weight gained during pregnancy.

Tips for supporters

Breastfeeding can be tiring and challenging, so supportive partners, family and friends can be a godsend for mums. Here are some things you can do to make mum’s life easier:

• Offer to help with other children – read them a story or play with them.
• Help around the house by doing the dishes or the grocery shopping. Hang out the washing, do some cleaning or make the school lunches.
• If mum is finding breastfeeding hard going, keep up the encouragement. Breastfeeding may not be easy for every mum at first, but it’s worth persevering.
• Breastfeeding can be a great way for mum to bond with her baby.
• Reassure mum that plenty of wet nappies is one of the signs your baby is getting enough milk.
• Other family members can enjoy bonding, too. Cuddle and soothe the baby. This will help mum to breastfeed successfully because she is getting the rest she needs.
• And remember, dads need to take time out to bond with their babies, too! Why not have a bath or shower with the baby, burp him or her after a feed – and don’t forget to help with nappy changing!