A new campaign has been launched in North East Lincolnshire that aims to bust common myths about breastfeeding and introduce infant feeding in a way that feels friendly, approachable and free from judgement.
Created in partnership with local parents, families and the Infant Feeding Team based within the area’s Family Hubs and maternity ward, the campaign encourages expectant and new parents to understand their options, learn about the benefits of breastfeeding and feel fully supported in making the right choice for their family.
The Infant Feeding Team offers specialist support throughout the area with regular drop-in sessions across all seven Family Hubs. They also provide monthly antenatal classes that give parents the information, confidence and practical tools they need before their baby arrives. The team works closely with maternity staff and visits the ward frequently to ensure parents can access reassurance and guidance during those important early days.
One parent who has praised the service is Sophie, mum to ten-week-old Lilah. She explained that feeding had been a challenge with her older children and she wanted the experience to be more comfortable this time.
“When I had my first daughter I struggled with a large oversupply and did not really know how to manage it. I had the same issue with my second and just assumed she would cope. With Lilah I wanted feeding to be a nicer experience for both of us. It was uncomfortable for me and not a good feeding experience for her. I contacted the Infant Feeding Team for advice and their support was brilliant.”
Sophie discovered that her baby had a shallow latch which made feeds difficult. The team visited her at home, something she found especially helpful as she lives far from the nearest hub. They provided guidance on managing oversupply and showed her different feeding positions.
“They rang to check in regularly which was so reassuring. Speaking to them felt like speaking to an extremely knowledgeable friend. They were my cheerleaders. They genuinely cared about me and about Lilah.”
Sophie works in neonatal care where supporting parents with breastfeeding is part of her job. Despite this experience she said she never felt judged.
“You might think I should know what I am doing because of my job, but they were incredibly understanding. Even if you think your question is small or silly, or you have already searched for answers online, talking to an actual person makes such a difference. Do not be put off by thinking your issue is too small. They will always listen.”
The new campaign has been shaped using feedback and experiences shared directly by local families. It focuses on normalising conversations around infant feeding, correcting common misconceptions and making sure parents feel confident, informed and supported throughout their feeding journey.
The message of the campaign is simple. Parents do not have to navigate feeding alone and support is always available, whether they are looking for information, reassurance or help with a specific concern.
Trudi Ward, Infant Feeding lead said:
“We want families to know that we are here for any and every question. Our role is to support whatever decision parents make when it comes to feeding their baby, and to make sure that those who choose to breastfeed never feel they are doing it alone.
“Many mums come to us worried they are doing something wrong, but it is never wrong. Often it is simply about talking things through and finding a different approach that works for them and their baby.”
Councillor Margaret Cracknell, Portfolio holder for Children and Education said:
“This campaign highlights how important it is for families in our area to feel confident, informed and supported when making decisions about feeding their baby.
“The Infant Feeding Team does incredible work, offering reassurance, practical guidance and a listening ear to parents at every stage.
“By working closely with families to shape this campaign, we are making sure the support available is compassionate, accessible and truly reflects what local parents need.”
Find out more about support available and where to attend our infant feeding drop-ins by visiting Feeding your baby | NELC
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