Feed Your Way Breastfeeding Campaign - interim report March 2024

The Feed Your Way campaign is a public health breastfeeding campaign commissioned by Small Steps Big Changes (SSBC) and designed and implemented by Hitch Marketing. The campaign is designed to support the needs of not just the breastfeeding mother and child, but also the communities that exist around them, such as breastfeeding allies, partners, families and friends. In Nottingham, the SSBC programme operates predominantly across four communities: Aspley, Bulwell, Hyson Green & Arboretum, and St Ann's. However, the reality of a campaign of this nature is that the campaign is of relevance to, and shared with professionals who work across Nottingham.

This evaluation is being carried out by Apteligen between September 2023 and March 2025, and is focused on workforce behaviour change. It is designed around the RE-AIM framework, which aims to assess the reach of the campaign, its effectiveness, its adoption and implementation, and how it could be maintained over time. Hitch Marketing (who are leading the delivery of the campaign) have produced an interim evaluation of the ‘reach’ and ‘effectiveness’ of the campaign for breastfeeding mothers and infants, and the wider communities around them.

The summary is available to download.