05.05.11

Gloucestershire Hospitals NHS Foundation Trust has been awarded the prestigious Baby Friendly Award and is the latest UK health care facility to win international recognition from UNICEF (United Nation’s Children’s Fund).

"We decided to join forces with UNICEF UK's Baby Friendly Initiative to increase breastfeeding rates and to improve care for all our mothers” said Vivien Mortimore, Head of Midwifery.

She commented “All the staff in both the hospitals and community are aware of the importance of breastfeeding and have really supported the initiative and worked tremendously hard to ensure success.”

"Breastfeeding protects babies against a wide range of serious illnesses including gastroenteritis and respiratory infections in infancy as well as allergies and diabetes in childhood. We also know that breastfeeding reduces the mother’s risk of some cancers – although mums might be more interested in hearing that it is easier, cheaper and simply less hassle than bottle feeding” Vivien concluded.

The Baby Friendly Initiative, set up by UNICEF and the World Health Organisation, is a global programme which provides a practical and effective way for health services to improve the care provided for all mothers and babies. In the UK, the initiative works with health professionals to ensure that mothers and babies receive high-quality support to facilitate successful breastfeeding. The Award is given to maternity services after an assessment by a UNICEF team has shown that recognised best practice standards are in place.

"We are delighted that Gloucestershire Hospitals NHS Foundation Trust has achieved full Baby Friendly status," said Baby Friendly Initiative Programme Director, Sue Ashmore. “Surveys show us that most mothers want to breastfeed but don’t always get the support they need. Mothers in Gloucestershire can be confident that their midwives will provide the highest standard of care.”

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For more information, please contact: Kate Jeal, Communications Specialist on 08454 223563 or Kate.Jeal@glos.nhs.uk