Rotherham Council acknowledges progress in breastfeeding rates, but challenges remain

A baby wears one of the 'boob hats' designed to raise awareness of breastfeeding in public spaces in Rotherham NHS Foundation Trust's campaign last summer

The current breastfeeding rate at six to eight weeks after birth is 37.5 per cent in Rotherham, according to a health and wellbeing board meeting report.

“This is significantly worse than the England average of 49.2 per cent,” said report author and lead officer Sam Longley.

“However, Rotherham has seen an absolute increase from 34.2 per cent in 2020/21,” he added.

Rotherham is also ahead of its South Yorkshire neighbours – Barnsley’s rate is 35.49 per cent and Doncaster 32.71.

Last June, the Health and Wellbeing Board agreed plans to work towards the status of Breastfeeding Friendly Borough, with the board’s chair Cllr David Roche saying he was “proud” the council was “making a strong stand on this fundamentally important issue”.

He added: “This is about saying that mums and babies come first, and we want them to feel supported and safe when out and about across the borough, whatever feeding choices they make.”

Breastfeeding has long-term benefits for babies, according to the latest report, including reduced risk of infection, obesity, and cardiovascular disease in later life, while for mums it can cut the risk of ovarian and breast cancer and osteoporosis.

The report also noted actions since June last year, including the creation of Rotherham Breastfeeding Borough Forum, a multi-agency working group with members from a variety of local stakeholders.

The council’s HR infant feeding policy has been refreshed and premises have been identified to enable the local authority to support staff and members of the public to breastfeed.

Last summer, Rotherham NHS Foundation Trust’s infant feeding team launched the Rotherham Backs Breastfeeding campaign with an art and craft exhibition, information packs, and encouraging businesses and organisations with public premises to register to become a Breastfeeding Friendly venue.

Vicky Wilkinson, community infant feeding co-ordinator, said breastfeeding went beyond a health issue, adding: “It’s a community and society issue as well.

“Breastfeeding has been working for millions of years before formula — we need to give women that confidence back."