collboration

We are delighted to share a new, collective Vision for breastfeeding that has been created by the sector through a process of collaboration, reflection and shared ambition.

This Vision represents the expertise, leadership and commitment of breastfeeding organisations, practitioners and advocates across the UK (including the iHV) who came together to set out what families should be able to expect from a supportive, equitable infant feeding system.

What the sector did

Organisations and practitioners contributed deep knowledge of the current infant feeding landscape, highlighting what is working and what continues to hold families back.
Leaders from across the sector met at a national symposium to test ideas, debate priorities and shape practical actions.
Advocacy groups, practitioners and academics worked together to develop a unified vision that reflects equity, inclusivity, skilled support, independent guidance and stronger partnership across the system.

This collaborative effort shows the strength, insight and credibility that breastfeeding organisations bring when acting collectively, and the influence they can have in shaping national expectations for infant feeding support.

The Vision prioritises:

Creating environments where breastfeeding is normalised and actively supported
Accessible, trusted support so every family can benefit from high-quality services and is protected from discrimination and commercial influence, regardless of circumstance
Responsive, skilled support informed by independent, evidence-based guidance
Dependable and resilient support systems in every community
National commitment to world-class breastfeeding and infant feeding support, with better collaboration between government and specialist organisations

Helen Smith, Infant Feeding Coordinator and Baby Friendly Initiative Project Lead at Swindon Borough Council, and iHV Expert Adviser: Infant Feeding, commented:

“Timely and effective support with infant feeding maximises breastfeeding for optimum nutrition, ensures safe bottle feeding, and enables close and loving relationships and early attachment. The iHV welcomes the launch of the Breastfeeding and Infant Feeding Vision and is delighted to have contributed to this. A unified approach amplifies the impact that can be achieved and we hope this supports the goal of improving infant feeding support for families.”

Commissioned by Impact on Urban Health and convened and coordinated by Bremner & Co, this work created space for breastfeeding organisations to come together, test ideas and develop a collective vision. The thinking, priorities and direction were shaped by the sector. The strength of this vision demonstrates the power within the sector and commitment to improving infant feeding support.

Read the Vision

The Vision is found on the Breastfeeding in Focus webpage on the Impact on Urban Health website.

Also read Cressida Pidgeon's blog: A shared vision for breastfeeding and infant feeding: sector leadership in action

In the spirit of collaboration, we are supporting and sharing Marcus Rashford MBE’s call to signpost as many people as possible to the Government’s Healthy Start Scheme.

In a letter received today by the iHV, Marcus writes:

“Daily, you see first-hand the impact hunger and poor diets have on, not only physical, but mental health and where that can lead. You are for many, for many communities like mine, a lifeline. An avenue to really be heard and to be seen.

“Healthcare professionals are in a position to signpost eligible parents to the Healthy Start scheme, and I would very much appreciate it if you would consider collaborating with us on communicating and educating on the scheme during consultations.”

In the letter, Marcus details how members of the Child Food Poverty Taskforce have leveraged their channels and platforms since November 2020 to communicate and educate on the Healthy Start scheme – with the hope that the majority of those most in need would be reached. Whilst 57,000 more parents have benefitted from the scheme as a result, Marcus shares his concern that the reach is plateauing.

He states that more than 40% of those eligible are still not registered for the scheme, and he is confident that the majority of these parents can be found in communities just like the one he grew up in – where there is no internet, no high street, no word of mouth.

And so he is calling for healthcare professionals, such as health visitors who reach into these communities, to help spread the word by sharing information and educating families during your contacts.

He writes:

“A true difference can only be made via a grassroots approach so we have developed, with help from the NHS, a simple to use calculator to determine eligibility which we would love for you to utilise: https://endchildfoodpoverty.org/healthy-start.”