Mothercare And RCM Partner To Promote Breastfeeding

The aim is to support breastfeeding and to encourage more women to consider and continue breastfeeding for longer, and to help raise awareness of the well-documented benefits of breastfeeding.

Over 50 Mothercare stores around the UK will be dedicating space for informal advice points. Local midwives will give up-to-the-date help and guidance to parents in a relaxed and non-clinical setting, particularly in areas where rates of breastfeeding are low. The events will offer an excellent opportunity to engage with mothers and their wider family – partners, sisters and grandparents – who often play an important supporting role.

This Mothercare promotion will enable some midwives and other professionals to continue to engage with mothers and families as they have traditionally done during this week of the year. 

The Breastfeeding Awareness Week initiative is just the latest activity in the ongoing partnership between Mothercare and the RCM. Mothercare is a committed member of the RCM Alliance Programme, which actively supports midwifery and promotes the interests of mothers.

Elizabeth Day, Parenting Consultant for the Mothercare Group, said: “As a trusted brand, Mothercare feels an immense responsibility to parents. We are delighted to be promoting Breastfeeding Awareness Week this year alongside the Royal College of Midwives. Over 90% of pregnant women in the UK visit Mothercare at some stage of their pregnancy, more than any other single company – making our stores the ideal location to support and encourage breastfeeding mothers.”

Cathy Warwick, Chief Executive  of the Royal College of Midwives, said: “This is wonderful opportunity to take the message about breastfeeding to a wide audience across the country, and I hope that mothers and mothers-to-be can take advantage of it. It also highlights the value of seeking support and advice from a midwife.”