The Department of Health has launched the Breast Buddy initiative, as part of this week’s National Breastfeeding Awareness Week, targeted at young mums aged 16 to 25 years.
It will be fronted by celebrity mum and Atomic Kitten member Jenny Frost and encourage young mums to get emotional and practical support while breastfeeding by nominating a buddy from within their circle of friends and family.
Young mums who sign up will receive an information pack including an NHS leaflet and a fridge magnet featuring breastfeeding helplines. Mother and buddy will also receive texts of encouragement for the first six months.
Public health minister Dawn Primarolo said: ‘It is imperative that we support our most vulnerable families to make breastfeeding the norm and improve health outcomes for all.’