The World Health Organisation (WHO) recommends mothers breastfeed their babies for at least two years. However, by the age of six months, only 34% of UK infants are still breastfed. Rates are slightly higher in the USA (52%) and Australia (60%) but still far below the WHO recommendation.

To improve population health outcomes and reduce pressure on health services, we must understand why breastfeeding rates in some countries are so low.

Previous research found that high-quality, practical support is critical to breastfeeding success. However, even where this support is available, breastfeeding rates were not increasing. Professor Amy Brown of Swansea University wanted to find out what additional support would help.

Breastfeeding Uncovered

Professor Brown explored women’s perceptions and concerns about feeding their babies. She found that: 

  • mothers felt breastfed babies woke and fed too frequently, particularly at night
  • parents wanted more practical information and support on feeding patterns and normal baby behaviour
  • feeding and sleeping routines often didn’t work and instead increased maternal anxiety, often leading them to stop breastfeeding
  • there was no association between how often infants woke at night and whether they were breast or formula fed.

Professor Brown used her research findings to create the Breastfeeding Uncovered public health campaign. As part of the campaign, Professor Brown published a book and breastfeeding guide for parents, as well as delivering talks to parents, health professionals and policymakers worldwide.

She also created six animations of the research findings, designed to reassure parents of normal breastfed baby behaviour and help them continue to breastfeed.

A global media campaign was run to promote the research, including an episode of Channel 4’s Dispatches.

The Breastfeeding Uncovered campaign had a significant impact on policy and professional practice and helped mothers to breastfeed for longer.

Empowering mothers to breastfeed

In a survey of over 1,000 mothers who viewed the campaign animations, 90% credited them with enabling them to breastfeed for longer. Since the start of the campaign, the percentage of mothers who continue to breastfeed after eight weeks has increased, equating to 36,000 more babies being breastfed at 6–8 weeks than 5–7 years ago.

Advancing global breastfeeding policy

The campaign informed infant feeding policies worldwide. In the UK, Professor Brown’s research is included in updated NICE guidelines and underpins a UNICEF UK review that lays out standards of care for breastfeeding mothers.

Globally, Professor Brown’s research helped the Australian Department of Health update its national breastfeeding strategy, and it underpins the WHO’s International Baby-friendly Hospital Initiative to promote and support breastfeeding.

Supporting professional learning and practice

Professor Brown’s continuing professional development accredited talks have been accessed by more than 10,000 professionals worldwide and her Breastfeeding Uncovered book is a core text for NCT breastfeeding counsellor trainees.

In the UK, the research animations are used in public health promotion and training by 200+ health boards and councils. Globally, they are used by breastfeeding organisations in the USA, Australasia, South Africa and Europe and as part of a WHO training package in developing regions, including Sierra Leone.

Research team

Professor Amy Brown – Swansea University

Read the full REF impact case study