The message behind Queensland Health’s new breastfeeding campaign is 12 months or more on the breast is “normal, natural and healthy for mums and babies”. National health guidelines recommend exclusive breastfeeding for the first six months, introduction of solids at around six months, and breastfeeding to at least 12 months.
However, research shows that while 95% of Queensland mothers initiate breastfeeding, only 13% exclusively breastfeed for the first six months. To help support mums to breastfeed longer, a new guide will be given to all new mums at public antenatal clinics and is available from www.health.qld.gov.au/breastfeeding.
Women's Forum Australia spokeswoman Katrina George said while any campaign to support breastfeeding as a choice was positive, the use of the word 'normal' in the campaign slogan is ill-considered, as it may imply women who do not breastfeed for 12 months or more may have failed their babies.
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