What Excellent Breastfeeding Support Looks Like: Learning from North Somerset

What does “excellent” breastfeeding support actually look like in practice? Not in theory or policy documents, but in the real experiences of parents feeding their babies.

We worked with Professor Amy Brown at Swansea University to help communicate findings from a Medical Research Council-funded study exploring this question. Alongside Cardiff Metropolitan University and North Somerset Council’s infant feeding team, the research examined breastfeeding support in North Somerset – an area with some of the highest breastfeeding continuation rates in England.

Understanding What Works

With 32% of women breastfeeding at one year and 9% at two years, North Somerset offered an opportunity to understand what effective support looks like when it is working well. Rather than focusing only on barriers, the research explored what helps parents continue breastfeeding, and what “good support” feels like in practice.

More Than Availability

Breastfeeding support is widely available, but availability alone doesn’t guarantee quality. The findings show that excellent support is not a single service or intervention, but a combination of consistent, informed and empathetic care across the breastfeeding journey – from pregnancy through the early months and beyond. Importantly, it is support that feels accessible and responsive, rather than something parents must actively search for.

Why Place Matters

By focusing on one local area, the study was able to explore how services, health visiting teams, council provision and peer support work together to shape outcomes. This place-based insight offers useful learning for policymakers and service leaders aiming to strengthen breastfeeding support elsewhere.

Turning Evidence Into Understanding

Our role was to translate this research into a clear, accessible animation that communicates the findings without losing their nuance. Rather than simplifying breastfeeding support into a checklist, the animation shows the complexity behind what “excellent” really means—and why it matters.

Collaboration

This project was led by Swansea University, with Cardiff Metropolitan University and North Somerset Council infant feeding team, and funded by the Medical Research Council. We’re proud to continue supporting Professor Amy Brown and research partners in turning complex evidence into clear, engaging communication that can inform better decision-making.