BLACKBURN with Darwen Council is seeking designation as a 'Breastfeeding Friendly Borough'.

It's executive board last week agreed to take measures to secure official approval for the title.

Health boss Mustafa Desai told colleagues: "This designation signifies our commitment of to give the best start in life to babies and to support breastfeeding mums to continue to breastfeed for as long as possible.

"In Blackburn with Darwen, not all babies and children benefit, as breastfeeding rates fall from 74 per cent at birth to around 40 per cent at six weeks.

"This commitment to becoming a Breastfeeding Friendly Borough will help to improve rates as we know that many mothers stop breastfeeding as they don’t always see how they can breastfeed out of home life, nor do they feel welcomed or confident to breastfeed anywhere, at any time."

The commitment will include:

? Supporting local businesses to provide an environment which encourages mums to continue


? Engaging with local public transport agencies to ensure breastfeeding mums feel welcomed

when they need to feed their baby;

? Promoting local leisure time establishments including leisure centres, restaurants and

shopping centres to welcome breastfeeding mums;

? Supporting council buildings and health settings to be breastfeeding friendly;

? Education of the benefits of breastfeeding for mum and baby along with wider society and how

best to support a breastfeeding mum; and

? Challenge the ‘bottle feeding’ culture amongst young mums and those from lower socio

economic backgrounds.