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What is the Baby Friendly Initiative?

Being Baby-Friendly means

creating a supportive environment for infant feeding,

regardless of the feeding method,

through consistent services and messages.

Baby-Friendly & the Woolwich Community Health Centre

WCHC is working on becoming Baby-Friendly to better serve our clients and community.

The Baby-Friendly Initiative (BFI) is a global campaign to  protect, promote and support breastfeeding worldwide. It was created by the World Health Organization and UNICEF.

The initiative consists of:

The Baby-Friendly Initiative recognizes that breastfeeding is the healthiest choice for infants, mothers, and families. This program awards Baby-Friendly designation to health care organizations that offer the best level of care to families in regard to infant feeding.

A health care organization that receives Baby-Friendly designation is known to encourage and help women to successfully breastfeed their babies. Baby-Friendly facilities educate and support pregnant women and their families to make informed infant feeding decisions.

Helpful Breastfeeding Resources and Links

Do you have an infant feeding question or challenge?

Here’s how to find help...

Breastfeeding Hotline: Telehealth Ontario offers free 24/7 Breastfeeding advice and support service

Phone: 1-866-797-0000 TTY: 1-866-797-0007

If you’re a client of WCHC:

Call during office hours and be connected with a trained breastfeeding expert (nurse, nurse practitioner, registered dietitian).

If you’re not a client of WCHC:

Please call the Telehealth Ontario 24/7 Breastfeeding Support Line 1-866-797-0007 TTY: 1-866-797-0007

Or access local Breastfeeding Support in Waterloo Region by following this link.

Copies of our full Breastfeeding Policy are available upon request.

Rights of the Breastfeeding Mother

“You have rights as a breastfeeding mother, including the right to breastfeed a child in a public area. No one should prevent you from breastfeeding your child simply because you are in a public area. They should not ask you to “cover up,” disturb you, or ask you to move to another area that is more “discreet.”  Source: Ontario Human Rights Commission

The WHO Global Infant Feeding Recommendation

As stated in the Global strategy on infant and young child feeding (pdf,192kb) (WHA55 A55/15, paragraph 10):

Breastfeeding is an unequalled way of providing ideal food for the healthy growth and development of infants; it is also an integral part of the reproductive process with important implications for the health of mothers. As a global public health recommendation, infants should be exclusively breastfed1for the first six months of life to achieve optimal growth, development and health2.

Thereafter, to meet their evolving nutritional requirements, infants should receive nutritionally adequate and safe complementary foods while breastfeeding continues for up to two years of age or beyond. Exclusive breastfeeding from birth is possible except for a few medical conditions, and unrestricted exclusive breastfeeding results in ample milk production.


Every One Matters