A CAMPAIGN to improve breastfeeding rates in South Gloucestershire launched this week.

Around 73 per cent of mothers start breastfeeding, but by 6-8 weeks after giving birth the rate drops to 44 per cent.

This is according to data collected by Public Health England (PHE), who began a new initiative to encourage breastfeeding mothers in the South West on Thursday, March 23.

As a part of the Start4Life programme, which helps parents to adopt healthy behaviours, PHE have launched a BreastFeeding Friend (BFF) chat bot that aims to provide day and night support to mums.

The live chat tool is accessible by Facebook Messenger and means that parents can access personal support at any time.

It is hoped that the support will encourage mothers to breastfeed for longer.

Viv Bennett, Chief Nurse at Public Health England, said that the app will particularly help mothers who may find breast feeding difficult initially.

"Mums tell us that after the first few weeks breastfeeding becomes easier, so proper support is crucial at this time, which is where our BFF is designed to help.

“We can all help women feel comfortable breastfeeding their baby wherever they are.

"Creating a wider culture of encouragement and support will help make a mother’s experience all the more positive.”

Rosanne Sodzi, Health & Wellbeing Programme Manager, Public Health England South West, added: “The ‘Start4Life BreastFeeding Friend’ is a great tool for mums in the South West who are looking for help and advice about breastfeeding.

Support can make a real difference to successful breastfeeding, so building a network of people who can share tips and advice or attending local breastfeeding groups can also be beneficial for those who might require a bit more help.”

According to PHE, breast milk boosts babies' ability to fight illness and infection in the first six months whilst lowering the mother's risk of breast cancer and ovarian cancer.

A spokesman said: "Sometimes breast feeding isn’t possible for a range of reasons.

"If this is the case, in terms of liquids babies should only be given infant formula milk for the first 12 months and no other types of milk."