The Baby Friendly Initiative

The Baby Friendly Initiative is working to transform healthcare for babies, their mothers, parents, primary caregivers and families in the UK.

The Baby Friendly Initiative has worked with UK public services for 30 years to support families with infant feeding and developing close and loving relationships so that all babies get the best possible start in life.

In the UK, the programme supports maternity, neonatal, community and hospital-based children’s services to transform their care and with universities to ensure that newly qualified midwives and health visitors have the strong foundation of knowledge needed to support families.

The Baby Friendly Initiative also offers a variety of digital and printed resources for health professionals and parents, providing information and advice on a range of issues around caring for babies and families, infant feeding and relationship building, as well as information on overcoming common breastfeeding challenges.