AN awards ceremony designed to tackle the stigma attached to breastfeeding has been launched to encourage a 'culture of support'.

Brainchild of mum and baby products company Lansinoh, Feed with Confidence Awards is designed to encourage openness and acceptance of breastfeeding.

In 2015 776,950 babies were born in the UK but only 0.5% of mums breastfed their newborn at 12 months despite recommendations from the World Heath Organisation to continue into the baby's second year.

To understand the stigma surrounding breastfeeding, Lansinoh also conducted research and found that the over 65s were the most accepting and that men were more comfortable with it than women.

It also discovered that people said the least uncomfortable places to see a woman breastfeeding were at a beach at 16% and a park at 17%.

A lack of support from Government and opinion leaders was the least popular reason for low breastfeeding rates but 1 in 3 of participants felt it was a significant cause - despite it being illegal for anyone to ask a breastfeeding woman to leave a public place, such as a cafe, shop or public transport.

Professional education advisor at The Royal College of Midwives (RCM), Michelle Lyne said: “There has been significant and reliable evidence produced over recent years to show that breastfeeding has important health advantages for both baby and mother.

"The RCM believes that breastfeeding is the best way to get the baby off to a good start in life and has a positive impact on mother-baby relationships and nurturing of maternal and infant mental health.

“Women breastfeeding should not be made to feel uncomfortable or guilty.

"The Equality Act 2010 makes it illegal for anyone to ask a breastfeeding woman to stop breastfeeding, or cover up or leave a public place, such as a cafe, shop or public transport.

“Educating the public is really the key to developing a culture of positive support for breastfeeding women right across society.

"However, we must remember to ensure that women have access to skilled advice and support to help them to initiate and sustain breastfeeding.”

The Feed With Confidence Awards recognises cafes, shops and other public places where breastfeeding is encouraged and mums are made to feel comfortable.

The nomination process is now closed and the winners will be revealed in March.

Chief executive of Lansinoh Kevin Vyse-Peacock said: “We’re committed to supporting all mums who choose to breastfeed, and Feed With Confidence is an important initiative for us because it highlights the places and the people who are doing exactly that. 

“The more we encourage openness and acceptance within society, the more confident mums will become – and that’s good news for everyone."

Below are some breastfeeding tips from Lansinoh to help mums when they are out and about:

• If this is your first time venturing out, buddy up and take a friend with you. They can offer you support if you need it.

• Join a breastfeeding group. It’s great being around other mums who are breastfeeding. They have a wealth of knowledge and experience. But you will find that you also have lots of knowledge other mums will find helpful too.

• If you feel uncomfortable feeding in public, wear a sling or loose clothing. But remember that once baby is latched, you show no more breast than the woman at the next table with her sun top on. Once you’ve started feeding in company a couple of times, you’ll start feeding with confidence!