Evidence-based Behaviour Change

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Categories: Breastfeeding

NHS: Breastfeeding initiation

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How can we empower young mums from disadvantaged communities across the UK to breastfeed their babies?

Our team was commissioned to develop approaches to increase breastfeeding initiation amongst 18–24-year-old women living in disadvantaged communities. Initially commissioned by a partnership of 3 PCTs, this programme has since been adopted in 17 other localities.

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Breastfeeding campaign goes viral

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We produced this viral video as part of our award-winning breastfeeding initiation campaign, Be A Star. It was a great success, leading to a 13% increase in breastfeeding initiation rates. Given the organic, word-of-mouth transmission that drove the success of the programme within grass-roots offline communities, we’ve developed this short film to serve the same purpose within the global online community.

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Collaborative Change in Belgium

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Following a presentation we delivered to the UNICEF Baby Friendly conference in Bournemouth, we were approached by DeBakermat, a Flanders-based charity dedicated to supporting vulnerable young mothers.

A few months later the project leads flew in to visit us at our Manchester offices and kickstarted what has turned into a enduring and fulfilling long-distance relationship, sustained by Collaborative Change principles.

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Collaborative Change 20 Limefield, Whalley, Lancashire BB7 9RJ Contact: stevenj@collaborativechange.org.uk // 0771 924 2795
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