'Cut out for breastfeeding': changing attitudes to breastfeeding

This paper reports on an intervention to promote breastfeeding that was carried out in Bristol during National Breastfeeding Awareness Week 2009. The aim of the intervention was to increase public awareness of breastfeeding, and change attitudes to breastfeeding in public. To do this, four almost life-size cardboard cut-out figures were designed and produced that showed local mothers breastfeeding their babies, and these were displayed in a variety of public places around Bristol. The figures were accompanied by breastfeeding supporters who distributed feedback questionnaires to members of the public. The intervention was carried out by a multidisciplinary team, consisting of the breastfeeding development managers from the public health directorate at NHS Bristol, local peer supporters, breastfeeding counsellors, health visitors, children's centre workers and members of the National Childbirth Trust from Bristol and South Gloucestershire. On-the-spot evaluation of public opinion suggested that this intervention can contribute to raising awareness of breastfeeding and changing attitudes to breastfeeding in public.