Media release from the Bay of Plenty District Health Board

Tauranga mothers are taking part in the annual breastfeeding marathon as they latch their babies on for a feed on Friday 6th August at Bayfair Mall, Mount Maunganui.

Last year New Zealand recorded 1306 women breastfeeding simultaneously and this year it is anticipated that even more mothers will be counted towards breaking the record, which has been broken annually since 2005.

Tiana Te Keeti, Health Promoter, Toi Te Ora - Public Health Service, encourages all breastfeeding mothers to attend this or any other Latch On event in their area. "This is an opportunity for breastfeeding mothers to be supported and celebrated in a safe environment whilst being recognised worldwide for their breastfeeding efforts" says Tiana.

Last year more than 500 World Breastfeeding Week events took place globally involving more than 800,000 celebrants. The Big Latch On celebrates breastfeeding mums and babies; promotes the benefits of breastfeeding for babies, mums and society at large; and sends a message that breastfeeding in public is acceptable and will be supported.

Tiana says that "whilst many mothers still find it difficult to breastfeed, let alone in public, it is envisaged that with the support of other breastfeeding mothers, many more mothers will continue to breastfeed their babies comfortably and without discrimination".

This year we are aiming to once again break this record! The 2010 Big Latch On is taking place on 6th August 2010 with mothers being welcomed at 10.00am, followed by the big countdown to Latch On at 10.30am.

For more information on the national event see www.womens-health.org.nz, email isis@womens-health.org.nz, or call 09 520 5295