EiDA16 Shortlisted Nominee
Diversity Marketing Campaign of the Year Award
Bolton CVS launched the Breastfeeding Friendly Bolton scheme in 2013. The scheme was developed initially in response to a piece of consultation carried out within the South Asian Community that explored breastfeeding practice. The research identified a high percentage of mums declaring that they had stopped breastfeeding their babies before they had planned to because of issues around feeding their babies in public. They opened up the discussion with mums across Bolton and spoke with over 100 mothers about their breastfeeding experiences in public. As a result, Breastfeeding Friendly Bolton was born. Their strategy was to identify and offer Free breastfeeding best practice training to as many local eateries and public places as possible. To date, they have awarded the Breastfeeding Friendly Bolton award to 45 local venues. The outcome has certainly been positive, with the Campaign improving local knowledge on the rights of breastfeeding mothers, and a reported increase of breastfeeding mums visiting their establishments.