Established in 2019 WBFL is led by Limerick City and County Council’s Healthy Limerick in partnership with statutory agencies, third level institutions, the community and voluntary and business sectors in Limerick. It aims to aims to help improve the health and wellbeing of breastfeeding mothers, babies and their families through the development and promotion of breastfeeding friendly businesses, organisations, communities and workplaces.

In response to the results of recent research showing that certain areas in the Midwest Region  had breastfeeding rates below the national average the Healthy Ireland Coordinator for Limerick City and County, together with cross sectoral partners initiated a relaunch of WBFL. It was planned around National Breastfeeding Week which ran from from 1st to 7th October 2024. Digital and print assets were developed as part of the promotion for the relaunch.

• A new information brochure was developed reflecting the recent legislative changes as well as emphasising the benefits for mother, babies, businesses workplaces and our wider society. QR Coded Posters and stickers was also created and distributed for Lactation Consultants, and Public Health Nurses to use in the community.
• Limerick City and County Council Social Media platforms and website conducted a promotional campaign that included extensive video content . The campaign achieved phenomenal engagement over the seven days with almost eleven thousand video views  and over thirty four thousand impressions on social media. Additional it was showcased in the local print media and local radio while coverage was also achieved nationally via articles that appeared in The Irish Independent and The Irish Times.

This promotional campaign was, in common with best practice for working in our communities, accompanied by a series of in person opportunities:

• The main relaunch event was opened by Mayor John Moran in Kilmallock Library on 29th September 2024 with speakers and performances from the arts and media promoting the benefits.

Speaking at the relaunch  Mayor of Limerick City and County John Moran said:

“We’re Breastfeeding Friendly Limerick is more than just a campaign; it is a commitment to creating a supportive environment for breastfeeding families across our city and county. I invite every business, community group, or organisation with public premises to sign up, get a resource pack and join the cause. Together, we can make Limerick a place where breastfeeding is welcomed and supported, benefiting our babies, mothers, families, workplaces, and the entire community.”

Also speaking at the event Healthy Limerick Co-ordinator at Limerick City and County Council, Olivia O’Brien commented:

We’re very ambitious for this campaign; speaking to businesses, community groups and organisations in Kilmallock there is great interest in making premises breastfeeding friendly.  In fact, we are working toward making Kilmallock a breastfeeding friendly town. The ambition is to replicate this across towns and villages across County Limerick and of course within Limerick city itself.”

• 11 art workshops were conducted with breastfeeding and parent and toddler groups through July and September. These sessions were facilitated by an artist and a lactation consultant from the HSE. Each participant crafted a unique piece of art which would be shown at the Kilmallock event before moving to Newcastlewest Library. In all 52 women took part in the workshops which were hosted in community facilities across the City and the County.
• A symposium entitled “Promoting Breastfeeding for Future Generations: The Role of Practitioners and Students on Campus and The Wider Community” was held at University of Limerick. This brought together key stakeholders and changemakers from the region, the providing a platform for interdisciplinary collaboration with the aim of developing an enabling environment to breastfeed on the UL campus and beyond .

WBFL is not just about the National Breastfeeding week and nine further actions are scheduled which will continue the engagement with the public, Council staff, statutory agencies, third level institutions, the community and voluntary and business sectors as they continue to improve the supportive environment for breast feeding families.

If you would like to know more about WBFL or other Healthy Limerick initiatives the Coordinator at Limerick City and County Council can be contacted here.