Artists aim to raise awareness of breastfeeding through eye-catching campaign

Rotherham NHS Foundation Trust’s infant feeding team has launched the Rotherham Backs Breastfeeding campaign, which aims to tackle the borough’s lower-than-average rates with a combination of an art exhibition, information packs, and encouraging businesses and organisations with public premises invited to register to become a Breastfeeding Friendly (BFF) venue.

Organisers are also calling for the town’s crafters, artists and makers to submit entries to the exhibition which will be launched on Wednesday, June 15.  

The deadline date for submission of craft exhibition entries is next Monday, May 2.

Vicky Wilkinson, community infant feeding co-ordinator, said: “We want to create a culture of encouragement and support for breastfeeding across Rotherham so that everyone feels comfortable to feed their babies wherever they are.

“The benefits of breastfeeding to both child and parent go beyond nutrition and include attachment, immunity protection and protection from long-term conditions and diseases, including some forms of cancer.

“We’re creating information packs to provide new parents with practical tips for feeding when they are around other people and a list of BFF venues and spaces across the town.

“We want to reduce barriers so mums can feed their babies wherever and whenever they go and we are doing everything we can to support them clinically.

“We want our campaign to be eye-catching, memorable and special. There are many talented artists, crafters and creators in Rotherham that we would love to involve in the campaign.

“We also know lots of people took up a craft during lockdown.”

The trust is asking for a variety of donations, including a unique piece of art or craft, short story or poem for inclusion in the exhibition, which should celebrate babies being breastfed or send an important message about why breastfeeding in public must be supported.