Blackpool mothers lead bold new campaign to make breastfeeding welcome everywhere
Blackpool Family Hubs have launched a town-wide campaign encouraging mothers to feel confident breastfeeding in public, backed by powerful images of local mums nursing their babies at some of the resort’s most iconic landmarks.
A new campaign aimed at helping mothers feel comfortable breastfeeding in public has been launched across Blackpool.
The ‘anytime, anywhere’ initiative, led by Blackpool Family Hubs, encourages mums to feed their babies confidently in public spaces and ensures local venues are welcoming and supportive.
The campaign features striking images of six local mothers breastfeeding at well-known Blackpool locations including the Tower Festival Headland, Stanley Park, Palatine Library and the Central Family Hub.
Among those taking part was Beth, who posed with her baby boy Spencer. She hopes their story will reassure other parents who may be struggling.
Beth said: “He was born at 34 weeks old and when we got home, I was re-admitted to hospital with sepsis.
“I wasn’t allowed to feed him at all as he was in an incubator, so when we got home again, we really struggled with latching.”
With support from Blackpool Family Hubs and the HENRY infant feeding programme, Beth discovered the challenges were not her fault.
She said: “They said I was doing everything perfectly and I felt really supported by them.”
A referral to an NHS infant feeding specialist revealed Spencer had a posterior tongue tie, making feeding more difficult.
Despite the obstacles, Beth has been expressing milk from the beginning and has now donated more than 4,000 ounces to help other local mums.
Beth said: “Without Blackpool Family Hubs, none of this would have happened and the support has been immense.”
As part of the campaign, local businesses can now access free UNICEF Baby Friendly Initiative (BFI) training delivered by Family Hub staff.
Once completed, venues will receive a window sticker indicating they provide a welcoming space for breastfeeding families.
The BFI level 1 training helps organisations understand the benefits of breastfeeding and the importance of inclusive environments for parents.
A wide range of support is available for families through the Family Hubs network, including free HENRY feeding workshops, access to midwives and health visitors, NHS Baby Steps antenatal classes, a breast pump loan scheme, the Anya infant feeding support app, and the 24/7 National Breastfeeding Helpline.
All services are free to ensure every family can get the help they need.
Cllr Jim Hobson, Cabinet Member for Children’s Services, said: “Breastfeeding is a great way of supporting babies to give them the best start in life and it’s vital that we support parents on that journey.
“This campaign will help us raise awareness of such an important topic and also help mothers feel confident breastfeeding their babies in public across our supportive town.
“I would like to thank everyone who took part. These images will make such a positive impact in the local community.”
More information about the campaign, support services, or how businesses can get involved is available here.