Purpose of group: To contribute to the increased participation of mothers breastfeeding across the population of the North East to achieve national and regional targets.

Aim To provide a strategic and coordinated approach to the delivery of national and regional targets for breastfeeding, with the emphasis on reducing inequalities. To link in to the obesity agenda and help support the public health objectives.

Objectives:

• To determine regional breastfeeding priorities and targets.
• To encourage collaborative working with national and regional organizations.
• To develop cross cutting approaches to increasing participation in breastfeeding across the region.
• To influence regional activities and strategies.
• To provide a support network and forum for sharing best practice across the region.
• To link into the obesity agenda as appropriate.
• To market and promote breastfeeding as appropriate.
• To provide a link to, and potential sounding board for other regional breastfeeding activities eg R.A.G (Regional Advisor Group), academic bodies and other organisations.
• To support the implementation of the NICE guidelines on breastfeeding through best practice and the recommendations from WHO (World Health Organisation) and UNICEF (baby friendly initiative).
• Provide a vehicle for two way dissemination of information/issues around the national and regional breastfeeding agenda, to facilitate effective communication from and to central DH.
• Provide an essential portal for collating relevant information from across the region to inform strategy development.
• To share information about operational and strategic issues, emerging policy and research regarding all issues relating to breastfeeding.
• To ensure that communications with primary care trusts, government offices and other stakeholders reflects the breadth and depth of government policy about breastfeeding.
• We seek to raise concerns with the appropriate bodies regarding the polices on breastfeeding.
• To consider the commissioning of jointly sponsored work and communications with all stakeholders.
• Influence commissioning and how it is resourced.
• To be a forum where national policy and practice can be discussed.