SINGER Gwen Stefani once said breastfeeding her son Kingston gave her 'superhuman powers' and across the world, health workers, midwives and mums constantly promote the message that 'breast is best'.

This week, these three little words are being shouted from the rooftops as Primary Care Trusts, the National Childbirth Trust (NCT), baby cafes and breastfeeding groups in West Yorkshire join together to celebrate the 15th annual National Breastfeeding Awareness Week.

The events started on Monday with a mass breastfeed at Ikea in Birstall, where more than 100 mums and babies gathered in a bid to raise awareness of breastfeeding and, in particular, the ongoing issue of breastfeeding in public.

According to figures from the World Health Organisation (WHO), 76 per cent of mums in the UK breastfeed their babies at least once, encouraged by nurses and midwives who recognise the potential health benefits.

They say breastmilk is the only food that contains all the nutrients, antibodies, hormones and antioxidants a baby needs to thrive, while stimulating their immune system and response to vaccination.

And not only is it best for baby, it's best for mum too – breastfeeding burns 500 calories a day, helping to regain that pre-pregnancy figure, as well as reducing chances of breast and ovarian cancer.

However, according to WHO figures, 92 per cent of women don't know breastfeeding promotes better growth and development, while 81 per cent don't realise it reduces the likelihood of asthma, eczema and other allergies.

National Breastfeeding Awareness Week was launched at the All Being Well stall at Kirkgate Market, Leeds, last Thursday and health workers will be on hand all this week to offer advice to mums who may be unsure about breastfeeding.

In public

New mum Mandy Bray, 33, of Whinmoor, said she breastfed her daughter Lucy, 10 months, because she knew about the health benefits – and she told the YEP she wasn't afraid to feed Lucy in public.

"There's a history of allergies in the family and I know breastfeeding can help with that," she said.

"In Lucy's first couple of weeks I was a bit shy about breastfeeding in public. The first place I ever breastfed her outside was on the beach at Filey.

"Since then, I've been prepared to do it in cafes, under trees at Roundhay Park, I've done it everywhere. In the first few months, Lucy needed feeding every hour or so and it would have been very hard to go back home every single time.

"I've never had any negative comments from anybody. It's very easy to be discreet if you're concerned about showing your breast in public."

This year's National Breastfeeding Awareness Week also marks the official launch of the 'You CAN Breastfeed Here!' database, which contains a list of venues that display a 'Breastfeeding Welcome' sticker in their window.

The scheme, developed by the Leeds branch of the NCT, aims to make women feel more confident about breastfeeding in public, without feeling ashamed, uncomfortable or embarrassed.

Several cafes have also signed up to the NCT's Free Cuppa campaign, which allows mums to exchange vouchers given to them by their health worker or midwife for a free drink.

In addition, members of the Leeds NCT will present Leeds Central MP Hilary Benn, who recently announced plans to stand for the position of deputy leader of the Labour party, with a petition in support of the Breastfeeding Manifesto.

More than 1,000 people are expected to sign the petition for the new law, which would make it illegal for women to be harassed or discriminated against for breastfeeding in public.

With parties at baby cafes in Wetherby, Garforth, Middleton, Horsforth, Otley, West Leeds and Moortown, as well as events at breastfeeding groups across the city, Kathryn Holme, chair of the Leeds branch of the NCT, said this year's National Breastfeeding Awareness Week really is the biggest yet.

"We'd like Leeds to be the breastfeeding capital of the UK," she said. "If mums know they can breastfeed in cafes, theatres, or wherever they are and be accepted, they would feel so much more confident about doing it.

"This is definitely the biggest National Breastfeeding Awareness Week we've ever seen in Leeds and the issue is certainly being discussed a lot more.

Awareness

"There's more information available and more awareness; but I still don't think there's enough support from members of the public, especially men.

"For example, as part of the 'You CAN Breastfeed Here!' campaign, some of the male cafe managers said, 'yes we'll display a sticker' but then told us mums could only breastfeed in the disabled loo.

"They said breastfeeding might offend their customers and even thought a mum would feel more comfortable breastfeeding in the toilets. So we said, 'no thanks' because that's not what we're about.

"Breast milk is the healthiest option for both mums and babies, without a doubt. There's nothing wrong with formula but you can't replicate everything that's in breast milk.

"Breast is definitely best but we're not against women who choose to use bottles. It's about giving women the chance and confidence to breastfeed in public if it's something they want to do."

"National Breastfeeding Awareness Week is a great chance to celebrate the enormous benefits of breastfeeding," added Sally Mills, Baby Friendly Initiative co-ordinator at Leeds Primary Care Trust.

"It really does help protect babies and mums against a range of serious illnesses. We'd like to tell women and mums that as well as being so much better for them and their babies, it's convenient, hassle-free and can easily be part of your normal, everyday life."


Factfile

• In 1995, 66 per cent of mothers in the UK breastfed their baby at least once. This had risen to 76 per cent in 2005.

• In later life, breastfed babies are 37 per cent less likely to develop type 2 diabetes and 22 per cent less likely to be overweight or obese.

• Breastfed children perform significantly better in intelligence tests.

• They also have a reduced chance of developing high blood pressure and high cholesterol, while reducing the likelihood of asthma, eczema and other allergies.

• Breastfeeding reduces women's chances of getting breast and ovarian cancer.

• It helps the uterus to contract and mums to lose weight – breastfeeding uses 500 calories a day.


Contacts

• For support or advice on breastfeeding in Leeds, call the Baby Friendly Initiative at Leeds Primary Care Trust on 0113 305 7590.

• For more information about the breastfeeding manifesto, visit www.breastfeedingmanifesto.org.uk.

• For more information about this week's events and the NCT's 'You CAN Breastfeed Here!' and Free Cuppa campaigns, including participating venues, visit www.nctleeds.org/BAW.

• To join the 'You CAN Breastfeed Here!' campaign, email breastfeedhere@nctleeds.org.


Website provides personal insight into breastfeeding

A NEW website featuring personal experiences of breastfeeding has gone live as part of National Breastfeeding Awareness Week.

Dr Kath Ryan, senior research fellow at Bournemouth University, recorded the interviews with 49 women and two men from all parts of the UK, including six from Yorkshire, for the new site, www.dipex.org/breastfeeding.

Dr Ryan said: "Women learn about breastfeeding from listening to the experiences of other women. The interviews we've gathered and presented are a timeless reminder of the personal nature of breastfeeding.

"Featuring these stories online makes this a powerful educational tool for women who are thinking about breastfeeding, those who are already breastfeeding and the health professionals engaged in helping them.

"We're also responding to evidence that says people from disadvantaged groups rely more heavily on the internet for health information, so this new website has the potential to change the way we think about breastfeeding support."