Peer support: helping to influence cultural change

Breastfeeding peer support schemes in Blackpool and Lancashire work closely with midwifery and other partners to offer additional support and encouragement to breastfeeding mothers. Employed and volunteer peer supporters deliver a systematic service in target areas delivering workshops to pregnant mothers, supporting new mothers in hospital, including in the neonatal units, in mothers' homes and in groups at children's centres. Working with health, children's centres, public health and councils, the peer supporters were instrumental in Fleetwood town agreeing to always welcome breastfeeding. They worked with teachers, public health and infant feeding coordinators to deliver a month-long breastfeeding campaign at a local college and, working with health visitors, have engaged with grandmothers to find out how they feel they can help support new mothers. Skilled supervision is essential to ensuring peer supporters work safely and continue to develop their skills and knowledge. Volunteer coordinators play a key role in valuing and organising volunteers.