Only 1% of UK mothers are still exclusively breastfeeding at six months, and poor latching is a major reason why. For World Breastfeeding Week, we built The Latch's broadcast PR campaign around that struggle: more than a third of mothers in a BBC poll said struggling to breastfeed made them feel guilty, and with the NHS overstretched many are turning to private support. The Latch's founder, a midwife and lactation specialist with over 30 years' experience, went on air across a radio day of interviews, showing new mothers that expert one-to-one support is easier to access than they think. The campaign secured 14 items of radio coverage reaching 1.4 million listeners, including BBC Radio Three Counties and BBC Radio Oxford.
14Items of coverage
1.4 millionCombined reach
2h 21mTime on air
Listen
BBC Radio Three Counties · 11m 03s
0:00 / 11m 03s
BBC Radio Oxford · 10m 43s
0:00 / 10m 43s
The story
The Latch, World Breastfeeding Week
The aim
The Latch wanted to show new mothers that expert, one-to-one breastfeeding and latching support is easier to access than they think.
The message
Breastfeeding does not have to be painful. With tailored, round-the-clock online support, mothers can learn to latch effectively and breastfeed for as long as they intend.
The angle
Only 1% of UK mothers are still exclusively breastfeeding at six months, despite WHO guidance, with poor latching a major reason. More than a third of mothers in a BBC poll said struggling to breastfeed made them feel guilty, and with the NHS overstretched many are turning to private support.
On air
The Latch's founder, a midwife and lactation specialist with over 30 years' experience
The result
14 items of coverage reaching 1.4 million, including BBC Radio Three Counties, BBC Radio Oxford.
About World Breastfeeding Week
World Breastfeeding Week runs from 1 to 7 August and is coordinated by the World Alliance for Breastfeeding Action (WABA). It began in 1992 and marks the 1990 Innocenti Declaration on protecting and supporting breastfeeding. A 2018 World Health Assembly resolution endorsed it. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning World Breastfeeding Week for 2027?
World Breastfeeding Week next runs from Sunday 1 to Saturday 7 August 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
