National Childbirth Trust

Background

The National Childbirth Trust campaign to influence legislation on breastfeeding in public places had the specific aim of ensuring that the Scottish assembly passed a bill on breastfeeding. The NCT also wanted to encourage public establishments to review breastfeeding policies and ultimately increase social acceptance of breastfeeding.

Activities

M&F made the most of the charity’s network of 400 branches, and created template letters for NCT members to write to their MP asking that they support the breastfeeding bill. Press releases with quotes from breastfeeding experts and case studies were issued at each stage of the bill’s passage through the Scottish parliament. Scottish ‘mystery feeders’ breastfed in public places to gauge response, and resources to change the attitudes of local businesses included a ‘You CAN do it here!’ pack.

Impact

The Scottish breastfeeding bill was passed by an overwhelming majority, protecting the right of parents to feed their babies in public. Lobbying in England and Wales continues. Following the launch of the ‘You CAN do it here!’ pack, local organisations are reviewing their breastfeeding policies, and NCT branches are compiling local directories of breastfeeding-friendly establishments.