MOTHERS are fronting a large-scale campaign in their own neighbourhoods in the towns and villages of South Tees to encourage breastfeeding.
The 12 breastfeeding ambassadors in both the Middlesbrough and Redcar and Cleveland boroughs were chosen in a competition from dozens of entrants to be the ‘faces’ of the ‘Mamazing’ campaign.
Each mother – alongside their partners and other family members – have their own sometimes emotional stories to tell about parenthood and breastfeeding. (The mothers and healthcare professionals are available for interview).
All of them had a make-over ahead of their photoshoots – a much-deserved treat time. Their images will now be seen on posters, buses and media right across South Tees in the innovative new campaign. Many of them explained they struggled to breastfeed and they all strongly expressed support for other new mothers, whether they feed their babies naturally or not.
Breastfeeding is being encouraged as the health benefits are significant for both mothers and babies; and South Tees has a below average breastfeeding initiation rate. For babies, health benefits include stronger immunity from illness and infections and for mothers - a reduced risk of breast cancer. It can also add to the intensity of bonding with baby and support brain development.
Some of the ‘Mamazing’ ambassadors tell their stories below:
Amy Cooper, 22, of Ormesby, was just 18 when she had her first child Melody at the height of Covid and found breastfeeding hard. Now a new mum to baby Oakley, Amy and partner, Ben Hudson, 25, said they had learned lessons from the early years and they both stressed getting support from family and friends but also from support workers at Family Hubs was key.
Amy, chatting with Oakley in her arms while four-year-old Melody bounced around Guisborough Family Hub, gave advice to other mothers. She said: “Get the help that’s out there, talk to people, get out there!”
Dad Ben was modest about his supportive role. “I just try to be helpful and let Amy get a rest when she can,” he shrugged. But Amy said those little things make a big difference. “Just being left to sleep a bit longer, having a drink there when you need it in the night…it is so important. I’m lucky – but if you don’t have as much support as you’d like, get to the Family Hub, meet other mums…and give yourself a break.”
Emma Cooksey, 31, an art and design teacher in Middlesbrough, talked about her experience of what she described as an “alternative-looking” mother.
Stressing that breastfeeding can make life easier as she is always ready to quickly feed and pacify, if necessary, her daughter, Dahlia.
She said: “I am alternative-looking, heavily tattooed with piercings and have been pigeon-holed into not looking maternal enough – whatever that means! …Breastfeeding is a lovely, bonding experience. It is just you and your baby…it’s beautiful. I’d say to any mum to give it a go – but you do you. YOU know best.”
Emma added that she was slightly concerned about being able to keep breastfeeding when the time came to return to work – a moment when many mothers give up. “I forgot the pump to express on the first day,” she recalled with a wry smile, “so not a great start. But, in fact, it’s worked out great. Your body adjusts to the missed feeds so after a while I didn’t need to express and just fed her when we were together - it didn’t affect my supply and it makes work so much easier now. There’s a special room which is really nice and my employers are supportive. Something all employers should be.”
Courtney Briggs, 23 of Middlesbrough, said she didn’t expect to breastfeed but now can’t imagine not doing so. She explained that natural feeding had intensified the bonding experience with baby Alejandro. She said: “You can’t feel more love than you do but when you breastfeed you feel you think, ‘I’m giving him LIFE.’”
Courtney’s mother Stacey said that she didn’t breastfeed - but was pleased it was now the common experience for Courtney and the younger generation. Stacey said: “It wasn’t pushed so much then and, when you read about the benefits to the health of mother and baby, I think it should have been. I’m proud of Courtney for not only doing this but being an advocate for other mothers.”
Laura Heathcote, 37, of Skelton, East Cleveland, struggled at first to breastfeed her twin boys, Billy and Henry. She said: “Breastfeeding was the hardest thing I’ve done for the first six weeks. It has also been the single most rewarding part of becoming a mother. Stick with it, get support. The reward is 100% worth it.”
Lorna Mulungi, 25, of Middlesbrough, struggled to breastfeed baby Ryan and stopped for a while. However, she started again after getting support from her partner, Yassier Ammaru, 30, and professionals at her Family Hub.
She said: “When you struggle, you think, ‘what am I doing wrong? Is baby OK? You get so anxious. But your body knows you’ve just given birth. Take it easy on yourself. It will be OK. One step at a time. Get support. It’s so worth it.”
Yassir added: “It’s 90% mum and obviously only she can breastfeed…but there’s still a big role for us dads. It’s to give your partner a break. A break from baby, a chance to have a bath, to sleep while YOU look after your little one for a while. You get to bond with baby in that time and that’s the best thing that ever happens to you.”
Cllr Philippa Storey, Middlesbrough Council’s Deputy Mayor and Executive Member for Culture & Education, said: “Breastfeeding is incredibly beneficial - it has incredible health benefits for both baby and mum and is a wonderful way to support baby's early brain development. But breastfeeding can be a daunting experience and some mums face difficulties while breastfeeding, from tongue tie to mastitis. The amazing mums in this campaign all have a story to tell about their breastfeeding journey. Support is available and can make a huge positive difference in overcoming problems, sharing experiences and gaining new friends.”
Cllr Bill Suthers, Cabinet Member for Children at Redcar & Cleveland Borough Council, said: “This is a fantastic campaign led not by councils or officials saying, ‘we know best,’ but by these wonderful young mothers who are going the extra mile to support with empathy other mams in their own areas, including those who struggle to breastfeed. The benefits of breastfeeding is beyond doubt and it’s important we encourage those mothers in South Tees to do so if they can.”
Find much more information about the campaign and Family Hubs in Middlesbrough here: You are Mamazing! | Middlesbrough Family Hubs
Find more information about the campaign and Family Hubs in Redcar and Cleveland here: You are mamazing | Redcar and Cleveland
Find out more about the benefits of breastfeeding here: what are the benefits of breastfeeding nhs - Search
All the Breastfeeding Ambassadors gave thanks to hair and beauty businesses who helped make their makeover days for their photo shoots special. The mams at Guisborough Family Hub received beauty and makeover treatment from Sydney Berry, 21, of Sydney Berry Beauty, a mobile service and Charlie Day of Charlie Jarred Beauty. Their hair was done by Amelia Rose Hairdressing based at the Hair Hideaway in Guisborough. The mothers in Middlesbrough received make up and beauty treatment by Emily Wheatley and Leah Barker at LLB Beauty. Their hair was done by Judith Wilson of Pinders Hairdressers in the Stockton area.