Tiny Town makes a big effort to support breastfeeding mums

Pictured (L-R) Brona McSorley, Infant Feeding Lead at the Western Trust with Lisa Storey, Child Development Interventions Coordinator at the Western Trust, Claire Hamilton, Health Improvement Officer at the Western Trust, Natalie Hegarty, Aine McIvor, Owner of Tiny Town, Victoria Page, Karen Brown and Dr Hannah McCourt Senior Health and Social Wellbeing Improvement Officer at the Public Health Agency.

A new business in Derry/ Londonderry has become the latest organisation to join the Public Health Agency’s (PHA) Breastfeeding Welcome Here scheme – a programme that aims to increase the number of premises which actively show support to breastfeeding mums.

Tiny Town is a small world/ imaginative play area for children to experience play activities from the world around them. This new membership represents a huge support network to breastfeeding mums who are visiting the space.  

In joining this scheme, Tiny Town has pledged that:

  • breastfeeding is welcome in all areas of its premises;
  • a mum who is breastfeeding will not be asked to move or stop breastfeeding;
  • all staff will be made aware of the scheme and that Tiny Town is supportive of the needs of any breastfeeding mums;
  • Tiny Town will display the Breastfeeding Welcome Here window stickers and certificates throughout its premises.

Between 2010-2020 the initial rates of breastfeeding in Northern Ireland rose from 45% to 50%, however there is a big drop off, with only 21% of babies receiving breastmilk at six months old. Feedback indicates that this is often because there is lack of support, particularly when feeding outside of the home, with nine-out-of-ten mothers stopping before they intended.

Dr Hannah McCourt, Senior Health and Social Wellbeing Improvement Officer with PHA, said: “The PHA is delighted to have Tiny Town as a member of the Breastfeeding Welcome Here scheme. We all have a role in supporting breastfeeding mums and creating a supportive environment makes continuing to breastfeed more likely. Breastfeeding mums have the right to feed anywhere in public. Thankfully it’s rare for a mum to experience any open confrontation or critical comment or behaviour about them breastfeeding in public that causes them to feel uneasy. Breastfeeding Welcome Here venues have shown a commitment to provide that extra bit of support and make it clear to everyone that they actively welcome breastfeeding.

“The Breastfeeding Welcome Here scheme is an initiative that aims to provide supportive environments for mothers to breastfeed when they’re out and about in public places, particularly those who may feel apprehensive. The scheme, which started in 2005, is there to reassure women who want to breastfeed that there are businesses and organisations out there who have taken proactive steps to welcome breastfeeding mothers and show solidarity with them. This can often relieve pressure for a mum by showing there is a friendly environment where breastfeeding is welcome and the needs of a breastfeeding mum will be met.”

Natalie Hegarty, a local breastfeeding mother who regularly visits Tiny Town said: “I’m really pleased to see the Breastfeeding Welcome Here scheme being launched at Tiny Town. As a new mum, I really wanted to get out and go back to normal life so that meant breastfeeding in public. I always looked out for the ‘Breastfeeding Welcome Here’ signs and that helped me gain confidence in breastfeeding when out and about. If other businesses in the area also wanted to join the scheme it would be amazing because it would help to support other breastfeeding mums and help normalise breastfeeding as well.” 

Dr McCourt concluded: “Any business or organisation which is open to the general public is eligible to join the scheme, which currently includes over 800 cafes, restaurants, shops, council facilities, universities, tourist attractions and other public and private sector venues across Northern Ireland. Tiny Town joining the scheme is such a positive step for breastfeeding families. We believe that this will support and encourage breastfeeding mums to continue breastfeeding for longer.”

Brona McSorley, Infant Feeding Lead at the Western Health and Social Care Trust added:

“The Health Improvement, Equality and Involvement department at the Western Trust has been working closely with Tiny Town and it’s great to see they have officially joined ‘Breastfeeding Welcome Here’ scheme. Breastfeeding offers babies the best start in life and can be a very rewarding experience. As well as having all the nutrients a baby needs to grow and develop, human milk has very special ingredients such as antibodies, hormones and stem cells to help protect them now and in the future. Initiatives like ‘Breastfeeding Welcome Here’ help to normalise breastfeeding and create the right conditions for mothers to breastfeed in comfort, wherever they are.”

Owner of Tiny Town, Aine McIvor said:

“We are delighted to be joining the ‘Breastfeeding Welcome Here’ scheme. As a mum of three, I am very passionate about supporting families and breastfeeding mums, so as soon as we opened I contacted the Western Trust and they helped us join the scheme, it’s a very easy process. We want people to know breastfeeding is welcome at Tiny Town and joining the scheme will help us create a safe and comfortable environment for breastfeeding mums so they can feel confident to breastfeed when visiting us.”

For more information visit www.breastfedbabies.org  which provides a list of local businesses across Northern Ireland participating in the scheme.