Abstract
Many policy drivers have identified the importance of peer support for breastfeeding, and recent reviews have recognised that support for breastfeeding mothers can help to increase breastfeeding rates and in turn reduce health and social inequalities. Breastfeeding peer support groups offer much more to a community than is measureable in terms of money. Deprived areas of the UK are seen as having ‘lost skills’ in breastfeeding; they have no experience or tradition of breastfeeding to draw on and are unable to view it as an everyday activity that influences an intention to breastfeed and leads to bottle feeding. South Tyneside is one of the most deprived areas in the UK, and has integrated and implemented peer counsellor training into the support model for new mothers and the training model with other professionals. It has had a high success rate with more than a fifth moving on to nurse education.
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