The simple message of Queensland Health’s new breastfeeding campaign is that twelve months or more on the breast is normal, natural and healthy.

Breastfeeding is good for mothers and babies as it reduces the risk of babies developing both preventable illnesses like chest and ear infections, and chronic diseases such as diabetes and obesity later in life. Mums can benefit from a reduced risk of developing breast and ovarian cancers.

The 2008 Infant Nutrition Survey revealed that ninety-five percent of new mothers in Queensland initiate breastfeeding which is above the national recommendation of 80%. This campaign hopes to build on this to extend breastfeeding practice.

While these results are cause for celebration, many mothers do not breastfeed for the recommended period outlined in the National Health and Medical Research Council infant feeding guidelines.
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Key findings of the 2008 survey include:

   * 95% new mothers initiate breastfeeding – national target 90%
   * 59% mothers breastfeeding at six months – national target 80%
   * 33% mothers breastfeeding at 12 months
   * 55% mothers exclusively breastfeeding for first three months – Queensland Health target 60%
   * 13% mothers exclusively breastfeeding for first six months – Queensland Health target 50%.

The aim of the Queensland Health campaign is to promote breastfeeding duration by giving new mothers the inspiration and confidence to breastfeed for longer. After research identified that mums wanted (and responded to) an easy to read and realistic approach to breastfeeding, a simple, effective breastfeeding guide was developed and will be distributed through Queensland antenatal clinic’s in addition to being available online.

The booklet is a comprehensive guide outlining the benefits of breastfeeding, the basics on how to breastfeed, common problems and how to solve them. It also answers frequently asked questions and details where to find more help and advice. Each section was developed with input from real Queensland mothers and based on extensive state wide research.

Breastfeeding guides will be given to all expectant mothers attending antenatal services in Queensland and campaign posters will be distributed to maternal and child health services state wide.

For more information on the campaign and guide visit http://health.qld.gov.au/breastfeeding/ or call the Australian Breastfeeding Association Breastfeeding Helpline 1800 mum 2 mum (1800 686 2 686), or 1800 686 2 68 to VoIP phones for 24/7 advice and support.

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