New mums can breastfeed confidently in Medway – that’s the message behind a new campaign aimed at normalising breastfeeding across the Towns.

The Beside You campaign was launched by Medway’s medical TV personality Dr Ranj Singh, from ITV’s This Morning.

A teaser video, which showed a mum breastfeeding in a Gillingham coffee shop, was released last month and has been viewed more than 375,000 times.

The clip shows the mum’s self-conscious thought process about breastfeeding in public before revealing that the people around her are supportive of her decision.

Medway Council is working in partnership with the childhood charity Best Beginnings on the campaign, which is designed to support mums who are unsure about breastfeeding when they are not at hime.

They have launched a website which offers information and tips about breastfeeding. It also includes a list of places, recommended by mums, that are breastfeeding-friendly.

A report to councillors earlier this year showed that more than two thirds of women in the Towns stop breastfeeding in the first few weeks after their baby is born. Rates drop dramatically by the time women have their post-natal check-up at six to eight weeks after birth.

In 2015/16 almost 70% of women in the Towns initiated breastfeeding after delivery – a lower rate than the rest of the South East at 77%. By eight weeks, just 22% of Medway mothers were still breastfeeding.

Cllr David Brake, head of public health at Medway Council, said: “We want to highlight that Medway is a place where mums can feel comfortable and confident about feeding their babies, whether it be in a cafe, library or any public place.

“Breastfeeding rates in Medway are below the national average and more than two thirds of mums here stop breastfeeding before their baby is six weeks old.

“While we understand not all mothers can or want to breastfeed, the campaign is hoped to go some way in stamping out the concerns surrounding breastfeeding in public and providing support and motivation for mothers in Medway.”

For more information visit besideyou.abettermedway.co.uk or join the conversation on Twitter using #BesideYou.