The World Breastfeeding Week 2010 is in full swing, with the supporters of Big Latch On celebrating it with great zeal. It is the sixth year of the event, which is occasioned every year in August.

Last Friday at 10.30 a. m., more than 70 mothers assembled in the Mud Pie Deli in Pt Chevalier as an effort of Big Latch On to breastfeed their children in unison. Also, at Haseler Hall in Howick’s All Saints Church, the mothers grouped by La Leche League breastfed their little ones.

Carrie Rae Cunningham, one of the participants, praised Big Latch On and said, "For cafes to host us is one way for the public to accept that breastfeeding is a natural and positive experience".

This year, the awareness regarding the breastfeeding was spread by the way of “breastfeeding – just 10 steps the baby-friendly way”. These ten steps are provided to the healthcares and maternity homes to provide pregnant women with the adequate information regarding proper breastfeeding. Around the world, 28% of the maternity homes adhere to the ten-step guidelines.

More than 1,400 women breastfed their children this year across 134 public locations as compared to the last year’s data of more than 1,300 through 115 ventures. In New Zealand, more than 1,474 women joined hands for this purpose.

Kiwi label HOTmilk in New Zealand aims at motivating the women during pregnancy and nursing. It made a contribution of 1,000 maternity bras and 600 camisoles to the South Auckland Health Foundation, which was allocated to women in maternity ward and other women’s health services.