Encouraging mothers to breastfeed is a priority for the Department of Health. National Health policy, including the Healthy Ireland Framework, the National Maternity Strategy, the Obesity Policy and Action Plan, and the National Cancer Strategy, emphasises the importance of supporting mothers who breastfeed, as well as taking action to increase breastfeeding rates in Ireland.
Improved supports for breastfeeding has been included in both Women's Health Action Plans since first publication in 2022. This includes initiatives such as:
• Funding provided under the first Women's Health Action Plan 2022-2023 supported the provision of an additional 24 Lactation Consultants to support new mothers in both maternity and primary care settings to breastfeed their infants.
• Support for the development and publication of an Irish College of General Practitioners Quick Reference Guide on Breastfeeding; an evidence-based guide for GPs to promote breastfeeding and improve support in general practice for women considering breastfeeding.
• Investment in 2025, including investment through the Women's Health Action Plan 2024-2025, will bring the national network of Postnatal Hubs to a total of 13. The hubs support women for up to 14 days post-birth by addressing many of the gaps identified by women in postnatal care including education, breastfeeding, physiotherapy, emotional, and physical supports.
• The Women's Health Action 2024-2025 commits to continuing to implement our existing strategies that support women at all life stages; including the Breastfeeding Action Plan.
The HSE Breastfeeding in a Healthy Ireland Action Plan is the framework for progressing supports for breastfeeding in Ireland.
The HSE has undertaken a range of breastfeeding awareness and promotion campaigns in recent years as part of its commitment to supporting breastfeeding and improving awareness of available breastfeeding services and supports.
A key annual initiative is National Breastfeeding Week, which takes place each year from 1–7 October. To support this national campaign, promotional materials are distributed to community healthcare services and maternity hospitals nationwide. HSE Communications works in partnership with the National Healthy Childhood Programme (NHCP) to deliver media and awareness activities during the week, including staff profiles, news articles, parent stories and feature content. These communications highlight the benefits of breastfeeding, promote available support services and target key audiences including parents, parents-to-be and healthcare professionals.
In addition to National Breastfeeding Week, the HSE promotes breastfeeding year-round through mychild.ie platform, its trusted source of evidence-based information for parents-to-be and parents of young children. The mychild.ie website includes information on breastfeeding, pregnancy, parenting and child health, and received 4.9 million views in 2025, of which there were more than half a million views of breastfeeding specific web pages. The mychild.ie website provides a wide range of breastfeeding resources, including more than 50 online breastfeeding guides, a breastfeeding support group search facility and access to the Ask Our Breastfeeding Expert service. The Breastfeeding Support Group Finder currently lists over 240 breastfeeding support services and groups nationwide, helping parent’s access local support in both community and healthcare settings. In the last year, approximately 2,250 breastfeeding-related queries were answered through the online Ask Our Expert service.
Breastfeeding information and support services are promoted through multi-channel communications activities/campaigns, including television, radio, digital, social media (dedicated mychild.ie www.facebook.com/HSEmychild.ie[] and https://eur04.safelinks.protection.outlook.com/?url=https%3A%2F%2Fwww.instagram.com%2Fhse_mychild%2F&data=05%7C02%7CSarah_Reilly%40health.gov.ie%7C3b68b92d60cb44e2f5d008dee32fda86%7Cf054526a6bcc4a789984faa3ff4555b0%7C0%7C0%7C639197991879019186%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=Vpj6QbYWSSOqFmLc2s58maVLtJtaI2X1VrXVUgKbiKw%3D&reserved=0), online video, search, and print advertising which promote breastfeeding information, resources and supports throughout the year
The HSE MyChild campaign activity includes paid advertising on social media and media campaigns to direct parents and expectant parents to breastfeeding information and support services, including information on the MyChild.ie website, Breastfeeding Support Group Finder and the Ask Our Breastfeeding Expert service.
The HSE provides all parents with a series of free information books at key stages of pregnancy and early childhood which contain practical information on pregnancy, breastfeeding, parenting and child health, and include details of available breastfeeding supports and services:
• My Pregnancy Book, provided during the antenatal period;
• My Child: 0–2 Years; and
• My Child: 2–5 Years.
The HSE also supports breastfeeding awareness and education through webinars and educational events for healthcare professionals and voluntary breastfeeding support organisations.
The HSE will continue to promote breastfeeding through National Breastfeeding Week, ongoing communications campaigns, mychild.ie resources and the provision of breastfeeding support services. Planning for future annual National Breastfeeding Week campaigns forms part of ongoing HSE communications and health promotion activities.
The Department completed a breastfeeding consultation process with independent consultancy firm MCCP. The findings from these stakeholder consultations will assist the development of a new breastfeeding strategy. Breastfeeding awareness campaigns will be considered as part of the development of the new strategy. The Department are currently developing a new breastfeeding strategy, which will be published by the end of the year.