Abstract
World Breastfeeding Week starts on 1 August to celebrate and promote one of the most natural and nurturing activities in human development--breastfeeding an infant from birth to six months, and often up to two years and beyond. At least that is what the WHO (2017) recommends, but in the UK our record is much lower than this. The WHO recommendation is based on global evidence collated about the public health benefits of breastfeeding to both infants and mothers. The evidence was synthesised and published in a landmark series of papers in Th ere are complex reasons why we have been resistant to breastfeeding in the UK. Previously, there was a consistent message that 'Breast is Best'. Th is was well intended, but also carried an underlying judgemental attitude towards individual mothers who either chose not to, or were unable to, breastfeed. Unicef UK has argued that we need to 'change the conversation' about breastfeeding.