Breastfeeding In Public Places Research Articles

Determinant factors to initiate/maintain exclusive breastfeeding among mothers attending primary health care centers in second health cluster, Riyadh 2022-2023

Objective: This study aimed to evaluate the degree of knowledge regarding exclusive breastfeeding (EBF) and to explore the determining factors related to the initiation and maintenance of EBF. Methods: A cross-sectional observational study was carried out in the primary health care centers (PHCCs) in the Second Health Cluster, Riyadh, from December 2022 to June 2023. A total of 360 mothers visiting the Well Baby Clinic and whose babies were less than 2 years old were included in the study. A validated interview questionnaire was used for data collection. Results: Around 48.9% of participants were aged 20-30 years. Almost 32.5% reported pain as a barrier to breastfeeding and 18.3% reported fear of deformation of the shape of the breast due to breastfeeding. Furthermore, 31.9% had poor moral support for the mother before and after childbirth. 34.4% perceived insufficient breast milk production while 21.1% reported that the baby's father does not encourage breastfeeding. Additionally, 38.6% felt shame and embarrassment about breastfeeding in public places and 36.4% reported being too busy to breastfeed. Only 1.4% had a positive attitude towards absolute breastfeeding. Conclusion: The study showed a very poor attitude of mothers towards absolute breastfeeding. There was no significant association between any of the sociodemographic characteristics of participants and attitude scores towards absolute breastfeeding. Mothers should receive information and encouragement to practice EBF, with a focus on those who had never done it before because they were more likely to wean their children too young.

The interlink between chrono-nutrition and stunting: current insights and future perspectives.

Stunting is the one factor that is responsible for the irretrievable damage to children's mental and physical health. Stunting imitates chronic undernutrition throughout the most extreme critical stages of growth and development of a child in their early life, and due to that stunted child does not completely develop and are too short for their age. Stunting is mainly linked with brain underdevelopment, along with lifelong damaging consequences, comprising weakened mental and learning capacity, deprived performance in school during childhood, and enhanced risks of nutrition linked to chronic long-lasting ailments, such as diabetes, hypertension, diabesity, and obesity in the future. In this review, the authors mainly summarize the latest studies related to chronic nutrition and how it is related to stunting. Optimal nutrition, particularly during pregnancy and the first 24 months of a child's life, is crucial in preventing stunting. Circadian rhythms play a significant role in maternal and fetal health, affecting outcomes such as premature birth and stunting. Maintaining a balanced diet, avoiding late-night carbohydrate-heavy meals during pregnancy, and promoting breastfeeding align with the body's biological clock, which can benefit newborns in various ways. Providing dedicated spaces for breastfeeding in public places is important to support infant health.

Deficiencies in the Intentions, Attitudes, and Knowledge of Future Healthcare Professionals Regarding Breastfeeding.

The aim of this study was to determine the level of knowledge, positive intentions, and attitudes regarding breastfeeding among university students. A validated questionnaire collected data from 236 students of the Faculty of Dental Medicine and Health Osijek about breastfeeding intentions, attitudes, and knowledge. Descriptive methods were used to present the students' results in terms of their intentions, attitudes, and knowledge. For each question included in the questionnaire, the maximum possible and maximum achieved numbers of points were calculated, as well as the percentage of points achieved in relation to the maximum possible number. Correlations between the results on individual scales of the questionnaire and the total results of the questionnaire are shown by Spearman's correlation coefficient. Questionnaire answers that were least in line with professional recommendations were selected and analyzed. We found that the areas that should be given special attention in the education of students are: the intention of breastfeeding for more than a year; the use of breaks for breastfeeding in the workplace; attitudes and knowledge about the quality of breast milk in relation to substitutes; attitudes about breastfeeding in public places and breastfeeding for more than two years; and the feeling of maternity and breastfeeding (compared to bottle feeding). The relationship between the results was considered in terms of intentions, attitudes, and knowledge in relation to the overall results of the questionnaire, and the authors' thoughts on the reasons behind the poorer results achieved for certain questions were presented.

Studi Literatur: Pengalaman Menyusui pada Ibu Usia Remaja

Breastfeeding in one of the best ways to reduce infant mortality. However, UNICEF data in 2019 recorded that only 43% of newborns started breastfeeding in the first hour and 41% received exclusively breastfed. The causes of initiation and continuation of breastfeeding are closely related to the age of the mother. Adolescent mothers were found to not continue exclusive breastfeeding. This article aims to explore the experience of exclusive breastfeeding for adolescent mothers. The method used is a literature study. Research questions were identified using the PEOS (Population, Exposure, Outcome, Study Design) framework. The journals used in the literature review were obtained through the Pubmed, Science Direct and Google Scholar databases from 2010-2020. The keywords used according to MESH (Medical Subject Heading) are "experience", "exclusive breastfeeding", and "adolescent mothers", and selected full text. The results of the review of 6 articles include: mother’ decisions to breastfeed such as, breastfeeding is a natural, easy, and fun way, a supportive environment, breastfeeding can improve baby’s health, provide benefits for mothers, save costs. The obstacles faced by adolescent mother include, lack of knowledge and skills, uncontrollable and unplesant physical experiences, inadequate response to health services, lack of support for breastfeeding at work/school, and difficulty breastfeeding in public places. So, adolescent mothers need breastfeeding support such as information support, instrumental support, emotional support, and apraisal support.

Perception and practice of breastfeeding in public in Poland.

BackgroundThe aim of the study was to get to know polish women’s opinions and experiences regarding breastfeeding in public.Material and methodsA one-time 11-question survey aimed at women during lactation or breastfeeding in the past who completed a paper questionnaire or online questionnaire on the website (www.laktacja.pl). The study was conducted electronically from 1 September 2019 to 31 March 2020 in Maternity and Neonatal Departments, primary health-care clinics in various Polish cities. Data from 700 questionnaires were statistically analysed with the use of Pearson’s chi-squared test of independency or Fisher’s exacts test when applicable (small cell counts).Results90% of the surveyed women expressed the opinion that it should be possible to breastfeed in public, and 78% of women have had such an experience. Most often it was their own cars, a room for a mother and child, a hall or just a place available when there was a need to feed the child (e.g., a bench, cafe, toilet). About 10% of women faced criticism while breastfeeding in a public place, and 8.6% of women have never breastfed the child out of the house due to the lack of proper place and conditions, embarrassment and no sympathy from other people.ConclusionTaking into account the benefits of long-term breastfeeding and the comfort of breastfeeding women, their children and the environment, it is necessary to create dedicated places for breastfeeding in public places.

Why are breastfeeding rates declining in Iran? A qualitative study on three centers in Tehran

Background and objective: This qualitative study was conducted to identify obstacles to breastfeeding and provide strategies for promoting its practice in Tehran based on the experiences and perceptions of breastfeeding mothers. Methods: Data were first collected through focus group discussions with 51 breastfeeding mothers admitted to Vali Asr Hospital in the Imam Khomeini Hospital Complex and two health centers in Tehran. We held follow-up in-depth interviews with 26 mothers over a year postpartum or until breastfeeding was discontinued. Results: The most important barriers to breastfeeding were (1) Physical condition of the mother, including lack of vigor, physical weakness, weight loss, inappropriate nutrition, nipple-related problems, inadequate breast milk, changes in body shape, and maternal and neonatal diseases. (2) Health care system, including (a) Hospital-related problems included (i) Providing educational services related to breastfeeding, (ii) Problems related to the behaviors of hospital staff, and breastfeeding problems related to cesarean delivery. (3) Emotional and psychosocial aspects of breastfeeding, including emotional support from husband and family, dislike of breastfeeding in public places, stress and mental pressure, and maternal employment. Conclusion: Politicians in the field of health can exert a considerable effect on breastfeeding practice and its continuation by providing early intervention designed to increase awareness of breastfeeding among young girls, training health staff in offering breastfeeding support, and ensuring contact between mother and infant. Also, provide support services, such as extended maternity leaves, daycare facilities in the workplace, and breastfeeding counseling centers. Further research is needed to assess the effectiveness of the interventions currently proposed in the Iranian context.

Husbands' Feelings Toward Their Wives’ Breastfeeding in Public Places in Yogyakarta

Introduction: Breastfeeding has so many benefits for both mother and child. In Indonesia, there are only 42% of children who were exclusively breastfed. There were still many husbands who do not know about the importance and barriers of breastfeeding, especially in public spheres and how they took part in it. The study aimed to explore the husbands’ feeling towards their wives’ breastfeeding in public places in Yogyakarta. Methods: The study conducted the qualitative exploratory design. The terms of exploratory was related with investigation husband’s feeling through in-depth interview. There were 7 participants who were interviewed selected through purposive sampling and analyzed using thematic analysis. Results: This study collated 4 major themes based on the responses. These were Feelings based on religion, Feelings based on socio-cultural influence, Feelings based on personal views and Feelings related to health reason. A brochure was created by providing guidelines for husband on his role to support wives’ breastfeeding in public places. Conclusion: Increasing public awareness needs to build breastfeeding-friendly facilities in public places in accordance the laws and regulations. The role of nurse as an educator needs to promote exclusive breastfeeding and contributes to provide accurate information to the family.

Coronavirus-19 (Covid-19) Knowledge, and the Influence on Infants and Young Children Feeding Behaviors and Practices in the Mifi Health District, West Cameroon: Qualitative Study

Introduction: COVID-19 presents immediate and long-term nutritional challenges. Improving infant and young children feeding (IYCF) at the community level is a key priority for optimizing the survival, growth, and development of children. The study assessed the influence of the Covid-19 pandemic on the feeding behaviors and practices of children under five in households of the Mifi Health District. Methods: This qualitative study used the non-random sampling technique; data was collected during focus groups (FG) among mothers & fathers, face-to-face individual interviews with Key informants (KI), and In-depth interviews (ID), and document review. Discussions were transcribed verbatim and repeated data was deleted. A thematic analysis was carried out. Results: Forty-five participants (76% Female; 24% male), 03 FG, and 30 face-to-face individual interviews were conducted (15 KI; 15 ID). Demographically, 82.2% were Christians; 11.1% Muslims and 6.7% traditionalists. Mothers knew that it’s necessary to exclusively breastfeed children up to six months and incorporate complementary foods beyond six months even during COVID19. They however believe that breastfeeding in public places exposes babies to COVID19; complementary foods from markets are a potential source of infection and an infected mother should not breastfeed. Participants mentioned a reduction in the consumption of meat and fruit in households. The spread of rumors led to increased demand for foodstuff. Mothers reported the need to wash their hands and wear face masks before breastfeeding. Equally, a decrease in attendance of vaccination services was noted. Conclusion: Creating breastfeeding rooms in public places and an intensive sensitization on nutrition in the COVID19 context can improve IYCF. Keywords: Infant and young child feeding; Health crisis; COVID-19; Cameroon, Knowledge attitudes practices

Breastfeeding practices and associated factors at the individual, family, health facility and environmental levels in China.

We examined the association between breastfeeding practices and associated factors using cross‐sectional data from face‐to‐face interviews with 9,745 mother–child dyads in China. The study collected information on breastfeeding practices and potential associated factors at the individual, family, health facility and environmental levels in China. We used survey commands in Stata to consider sampling weight and survey design effects. Although breastfeeding was the norm (97.4% ever breastfed), the prevalence of early initiation of breastfeeding (EIBF) in 0–11 months old was 8.2%, exclusive breastfeeding (EBF) in 0–5 months old was 27.8% and breastfeeding on the previous day in 6–11 months old was 77.5%. The prevalence of EIBF was lower for caesarean delivery and among mothers belonging to ethnic minority groups. The prevalence of EBF was higher among mothers who practiced EIBF, received information that encouraged breastfeeding and knew that a baby should be breastfed on demand and exclusively. By contrast, the prevalence of EBF was lower in mothers who received infant formula advice or felt uneasy breastfeeding in public places. The prevalence of breastfeeding on the previous day was higher among mothers whose partners supported breastfeeding and who knew about timing of colostrum production, EBF for 6 months, and to nurse more to stimulate milk production. The prevalence of breastfeeding on the previous day was lower in mothers who received infant formula advice or felt uneasy breastfeeding in public places. In conclusion, we found that the prevalence of EIBF and EBF practices in China was low and associated with factors at individual, family, health facility and environmental levels.

Annelerin Emzirmeye İlişkin Instagram’da Paylaştıkları Görsellerin Heteronormatif Cinsiyet Kalıpları Açısından Değerlendirilmesi | Evaluation of the Visuals Shared By Mothers on Instagram About Breastfeeding from the Point of Heteronormative Gender Patterns

Bir taraftan bebek besleme pratiği, diğer taraftan toplumun ahlâki normlarının merkezinde yer alan bir davranış olarak görülen emzirme, kadının bedenine ilişkin deneyimini şekillendirmektedir. Kültürel bağlamda, “iyi, veya “yeterli” anne olmanın önemli bir ön koşulu olarak, halk sağlığı tartışmalarında merkezî bir yerde olan ve tıbbi bir gereklilik olarak sunulan emzirme, kamusal mekânlarda kullanımında tabusal bir konu olarak görülmektedir. Özellikle, kadın memesinin çoğu kültürde cinsel bölge olarak tanımlanarak erotize edilmesi emzirmeyi gözden uzak yapılması gereken bir meseleye dönüştürmektedir. Gözden uzak tutulan ve kamusal mekânlardan dışlanan emzirmeye karşı geliştirilen farklı aktivist eylem pratikleri, kadınların ataerkil ideolojinin dayattığı bedensel normlara ve emzirmenin ahlâki olarak yargılanmasına karşı bir hareketi temsil etmektedir. Bunlardan biri de son dönemde yeni ilişki biçimlerine ve aktivist yöntemlere mekânsal bir imkân tanıyan sosyal medyada annelerin emzirirken fotoğraflarını paylaşmasıdır. Bu çalışmanın amacı, emzirme fotoğraflarını Instagram’da paylaşan “emzirmenin yeri yok akımının” emzirmeye ilişkin var olan tabulara ve toplumsal beklentilere yönelik bir direneme stratejisi olarak okunup okunmayacağına ve söz konusu paylaşımlara yapılan yorumların hangi ideolojik formları içerdiğine yönelik bir söylem analizi yapmaktır. Yapılan paylaşımlar bir yandan bedene karşı var olan ön yargılara, kadınlık kimliği üzerinden yaratılan ahlaki baskıya karşı bir direnme stratejisini oluşturmakta, öte yandan heteronormatif düzenin yarattığı ve kadınlık kimliğini annelik kimliği üzerinden kutsayan / işlevsel kılan düşünceye karşı bir pazarlık stratejisini de ifade etmektedir. Yorumların analizi ise hem kız kardeşliğin yeni bir formunu hem de destekleyenler/karşı duranlar bağlamında annelik savaşlarının ideolojik temelini görmemize olanak sağlamaktadır.

Self-efficacy in breastfeeding support: a research on Italian midwifery students.

Maternal breastmilk represents the best nourishment for the newborn baby during its first six months, as it offers several benefits for the health and well-being of babies and mothers. In order to promote, protect and support effectively mother and child during breastfeeding, it is essential for midwives to be properly educated and to acquire highly professionalizing skills. This study aimed to evaluate the level of self-efficacy of the students attending the Degree Course of Midwifery, regarding the support of mother and child in breastfeeding. A questionnaire of 37 items (Blackmanet al, 2015) validated in Italian by Mazzeo Melchionda (2019), was sent on-line to students of ten different Midwifery Degree Courses to assess their level of self-efficacy regarding the management of breastfeeding. Statistical analysis was carried out using statistic software R3.4.3 (The Foundation for Statistical Computing). 158 questionnaires were collected from ten Italian Midwifery Degree Courses. The areas in which students showed a high level of self-efficacy in managing breastfeeding include: the benefits of breastfeeding; the child's tendency to take the breast within an hour from childbirth and the relevance of skin to skin contact and rooming-in. Low levels of self-efficacy concerned the comfortably breastfeeding in public places and avoiding giving formula to the baby in its first six weeks of life. Generally the students attending Midwifery Degree Courses show a high level of self-efficacy in assisting mothers during breastfeeding and they prove to have a good knowledge of the benefits of breastfeeding to improve the health of mothers and their children. (www.actabiomedica.it).

Views and Attitudes Toward Breastfeeding in Public Places

Views and Attitudes Toward Breastfeeding in Public Places

Self-efficacy in breastfeeding support: a research on Italian midwifery students

Background and aim of the study:Maternal breastmilk represents the best nourishment for the newborn baby during its first six months, as it offers several benefits for the health and well-being of babies and mothers. In order to promote, protect and support effectively mother and child during breastfeeding, it is essential for midwives to be properly educated and to acquire highly professionalizing skills. This study aimed to evaluate the level of self-efficacy of the students attending the Degree Course of Midwifery, regarding the support of mother and child in breastfeeding.Method:A questionnaire of 37 items (Blackmanet al, 2015) validated in Italian by Mazzeo Melchionda (2019), was sent on-line to students of ten different Midwifery Degree Courses to assess their level of self-efficacy regarding the management of breastfeeding. Statistical analysis was carried out using statistic software R3.4.3 (The Foundation for Statistical Computing).Results:158 questionnaires were collected from ten Italian Midwifery Degree Courses. The areas in which students showed a high level of self-efficacy in managing breastfeeding include: the benefits of breastfeeding; the child’s tendency to take the breast within an hour from childbirth and the relevance of skin to skin contact and rooming-in. Low levels of self-efficacy concerned the comfortably breastfeeding in public places and avoiding giving formula to the baby in its first six weeks of life.Conclusions:Generally the students attending Midwifery Degree Courses show a high level of self-efficacy in assisting mothers during breastfeeding and they prove to have a good knowledge of the benefits of breastfeeding to improve the health of mothers and their children. (www.actabiomedica.it)

Facilitators and Barriers to Breastfeeding and Exclusive Breastfeeding in Kilimanjaro Region, Tanzania: A Qualitative Study.

Background Breastfeeding is the best way to feed infants. It is a simple intervention to improve child health and development. Despite its advantages, there is a low global rate of exclusive breastfeeding (EBF) and, in Kilimanjaro region, Tanzania, EBF is rarely practiced. The aim of this paper is to explore social and cultural factors that might influence the practice of breastfeeding and exclusive breastfeeding in Kilimanjaro region. Methods A qualitative design was used. Three districts in Kilimanjaro region, namely, Same, Moshi Municipal Council, and Rombo, were selected. In each district three focus group discussions (FGDs) were conducted with mothers with infants aged 0-12 months. Results A total of 78 mothers participated in the focus group discussions. A majority of the mothers were positive towards breastfeeding. They believed that it prevents child sickness, creates happiness, and is good for family economy. Despite the positive attitudes, the mothers revealed many perceptions that interfered with breastfeeding and exclusive breastfeeding. These included the following: breast milk is very light and has bad odor, breastfeeding may affect mothers appearance, chango (abdominal pain) has to be treated, there is fear of the evil eye when breastfeeding in public places, breast milk may become unclean, and there is a need of pauses in breastfeeding after the child has burped on the breast. Conclusion There are beliefs that promote the practice of breastfeeding in this setting; these local beliefs could be used to develop breastfeeding messages to improve breastfeeding practices. However, there is also a need to address beliefs that interfere with the practice of exclusive breastfeeding in this setting.

Midwifery Basics 6. Breastfeeding in Public Spaces

Breastfeeding discussion often focuses on those early days, when women are getting to grips with latch, milk production and getting to know their newborn baby. But unfortunately, sometimes once they have overcome those initial challenges, women can face a whole different set, based around breastfeeding in public places. Two key areas where women have concerns and can face unhelpful attitudes (despite protection by law) are breastfeeding when in public, and on their return to work. Both situations can lead women to think they need to introduce formula, with the complications we know this can bring (Brown 2018). This article explores women’s concerns, their legal rights, and information for continuing their breastfeeding journey in the public sphere.

Chinese women's experiences, emotions and expectations of breast-feeding in public: a qualitative study.

To explore Chinese mothers' experiences, emotions and expectations of breast-feeding in public places. Exploratory qualitative study. Purposive sampling was used to recruit participants and face-to-face interviews were conducted. Themes were identified by content analysis. Two different geographical communities in Wuhan, Hubei Province, central China, March-May 2016. A total of twenty-seven mothers aged 23-33 years, who had one child under 3 years of age and had experience of breast-feeding in public places. Seven themes emerged from the interviews: struggling to balance infant's needs and personal feelings; embarrassed or natural emotion regarding breast-feeding in public places; effect of cultural and social norms; internalized concerns going beyond actual social reaction; measures to make breast-feeding in public places easier; desire for more public facilities; and expecting emotional support from society members. More positive social support, favourable policies and necessary facilities were desired to enable mothers to breast-feed in an appropriate public location. Women expected increased public acceptance of breast-feeding practices and support from government health officials to ensure women's success in breast-feeding in public settings.

Public Attitudes Toward Breastfeeding in Public Places in Ottawa, Canada.

In Ontario, Canada, breastfeeding in public is a protected right, yet even with these laws, attitudes toward breastfeeding in public can serve as a barrier to breastfeeding. Research aim: This study assesses public support for breastfeeding in public among adults in Ottawa, Ontario, and examines sociodemographic associations with negative attitudes toward public breastfeeding. Data from the 2015 Rapid Risk Factor Surveillance System (RRFSS), a population health telephone survey, were obtained for Ottawa. Adults ages 18 years and older were asked whether it was acceptable for a mother to breastfeed her baby in a restaurant and shopping mall ( n = 1,276). Descriptive statistics and regression were used to describe sociodemographic characteristics associated with negative attitudes. Overall, 75% of respondents agreed that it was acceptable for a mother to breastfeed her baby in both a restaurant and shopping mall (restaurant: 78%; shopping mall: 81%). Respondents who did not have children at home, were less educated, had a mother tongue language other than French or English and who were retirees were less likely to support breastfeeding in restaurants and shopping malls. In addition, women and immigrants living in Canada for more than 15 years were less likely to support breastfeeding in shopping malls. Despite a law to support public breastfeeding in Ontario, there is room to improve attitudes toward public breastfeeding. Increased public support for public breastfeeding can support women and children to achieve their feeding goals, particularly for those wanting to exclusively breastfeed.

Nain, Mam and Me: Historical artefacts as prompts for reminiscence, reflection and conversation about feeding babies. A qualitative development study

Historical artefacts can act as distancing objects, encouraging neutral discussion around sensitive topics that involve personal decision-making. Infant feeding is an example of a sensitive topic where strong emotions associated with infrequently shared experiences often underlie present beliefs and values. An exhibition of historical artefacts designed to generate discussion around the topic of infant feeding was piloted at the Welsh National Eisteddfod 2015 as part of a qualitative development study. The study indicated that the exhibition was perceived as a safe space for discussion regardless of prior beliefs and experience, and that artefacts acted as effective prompts for reminiscence and reflection. Follow-up interviews identified areas of intergenerational change that impact on intergenerational support – changing hospital practices, expert advice and attitudes towards breastfeeding in public places. The exhibition indicated the potential of historical artefacts to facilitate intra- and intergenerational conversation around sensitive public health topics.

The Ability of Posters to Enhance the Comfort Level with Breastfeeding in a Public Venue in Rural Newfoundland and Labrador.

The acceptance and support of breastfeeding in public venues can influence breastfeeding practices and, ultimately, the health of the population. The primary aim of this study was to investigate whether posters targeted at the general public could improve acceptability of breastfeeding in public places. A convenience sample of 255 participants was surveyed at shopping centers in 2 rural communities of Newfoundland and Labrador. Experimentally, questions were posed to 117 participants pre- and post-exposure to 2 specific posters designed to promote public acceptance of breastfeeding in public. Initially, we surveyed that only 51.9% of participants indicated that they were comfortable with a woman breastfeeding anywhere in public. However, context played a role, whereby a doctor's office (84.5%) or park (81.4%) were the most acceptable public places for breastfeeding, but least acceptable was a business office environment (66.7%). Of participants, 35.4% indicated previously viewing specific posters. We used a visual analog scale to test poster viewing on the acceptability of public breastfeeding in the context of a doctor's office and a restaurant. Results of pre- versus post-viewing of the promotional posters indicated significant improvements in both scenarios: in a doctor's office (P = .035) and in a restaurant (P = .021). Nearly 50% of the surveyed population indicated discomfort with a mother breastfeeding in public. Both cross-sectional and interventional evidence showed that posters significantly improved the reported level of comfort toward seeing breastfeeding in public.

Using social marketing to encourage teenage mothers to breastfeed

PurposeThis purpose of this paper is to report on a study of the possible role of social marketing in encouraging breastfeeding amongst teenage mothers. UK teenage mothers are particularly prone to low levels of breastfeeding and there has been a lack of response to traditional health education approaches. The purpose of this paper is to report on an in‐depth, qualitative exploration into the use of social marketing to address this problem.Design/methodology/approachQualitative interviews were conducted in 2009 with 58 pregnant teenagers, young mothers and their influencers to explore feeding decisions and examine social marketing options. The Theory of Planned Behaviour (TPB) emerged as the most appropriate framework to explain the major influences on breastfeeding. This was used to structure a solution that highlighted three strategic priorities for social marketing based on the TPB's three components: changing attitudes, altering social norms and increasing confidence.FindingsHealth benefits of breastfeeding were not disputed, but neither were they found to be a strong motivator for this age group. Personal benefits oriented to the mother were explored, some of which seem more promising in maintaining breastfeeding and the quality of ante‐ and postnatal service was critical. Finally, the “public” image of breastfeeding was often a negative, with the perceived lack of social acceptance of breastfeeding in public places acting as a barrier to continued practice.Originality/valueThis paper offers insights into the experiences of this group of young mothers and the findings were shared with the health trust funding the research, to help in a clinical pathway redesign. A separate social marketing‐based solution to counter this is proposed, with the long‐term aim to make breastfeeding the default societal norm.