Shocking figures show that just 35 per cent of Hartlepool women breast-feed their baby at birth, compared to the national average of 77 per cent.

The percentage of mums still breast-feeding after six to eight weeks drops even further to the 20 per cent mark, which equates to just one in five mums.

Health bosses are hoping to change that with a new multi-agency breast-feeding strategy that includes appointing a specialist co-ordinator to spearhead the campaign.

NHS Hartlepool and North Tees and Hartlepool Foundation trust have devised the strategy, which was endorsed by Hartlepool Borough Council's cabinet committee this week.

The aim of the strategy is to develop a co-ordinated approach by highlighting the health benefits to young mums across town.



Louise Wallace, director of public health and lead for breast-feeding for NHS Hartlepool, told councillors: "It is the best start in life that a baby can be given, even having a positive effect on childhood obesity as children mature.

"Due to the proven health gains of breast-feeding, NHS Hartlepool has given a strategic commitment to improving breast-feeding initiation and maintenance rates."

She added it was difficult to break the statistics down into figures as they change every quarter, but the breast-feeding rate is always around the 20 per cent mark after eight weeks.

The council is now looking to recruit a breast-feeding co-ordinator, who would be employed by the child and adult services department in partnership with the Primary Care Trust and Foundation Trust.

The closing date for the two-year post – which comes with a salary of between £30,851 and £33,661 with a supplement of £3,500 – is Monday, February 15.

The successful candidate would lead Hartlepool's breast-feeding strategy and work in partnership with health colleagues and children's centre staff to improve breast-feeding rates.

Town Mayor Stuart Drummond has backed the strategy saying: "I have seen first hand the benefits of breast-feeding and the benefits far outweigh bottle feeding.

"It is something I have looked at in great depth in my personal life and I would urge all mums and dads to seriously consider breast-feeding."

The dad-of-three added: "It is quite frightening when you see the figures, and I don't understand why more new mums in Hartlepool don't breast-feed.

"Obviously there are some people that can't and sometimes the baby doesn't take to it, but the vast majority shouldn't have a problem.

"I am supporting this strategy and I hope it makes a difference."
Labour councillor Pamela Hargreaves said: "We have to be champions for this as the health benefits are widely known."

Labour councillor Ged Hall added that raising awareness would lead to young women giving their children the best possible start in life.

Health bosses say the current rates of breast-feeding stems from a bottle feeding culture in Hartlepool and the North East in general and from a lack of co-ordination and breast-feeding friendly places around town.