Welcoming Atmosphere

Breastfeeding Family Friendly Communities of Durham (Breastfeed Durham) advocates for policies and practices that support, protect and promote breastfeeding, chestfeeding and human milk feeding in Durham. Breastfeed Durham recognizes local businesses, childcare providers, healthcare providers, insurance providers, community organizations, emergency service departments, nonprofit organizations, faith-based organizations, schools, and others that support breastfeeding families. Breastfeeding Friendly Organizations are entities that truly welcome breastfeeding families by treating breastfeeding families well, never asking them to leave, cover up, or move.

Durham’s Ten Steps:

The Breastfeeding Family Friendly Communities Designation

  1. The community’s elected or appointed leadership has a written statement of policy supporting breastfeeding. Pass
  2. The community provides a welcoming atmosphere for breastfeeding families. Pass
  3. Early and Exclusive breastfeeding for up to 6 months and continued breastfeeding for at least a year are encouraged. Pass
  4. During pregnancy, all families in the community are informed about the benefits of breastfeeding and where to access support as needed. Pass
  5. Health care in the community is breastfeeding-friendly. Progress
  6. Lactation support groups and services are fully available in the community. Pass
  7. The business and social organizations in the community provide a welcoming atmosphere for breastfeeding families. Progress
  8. Local businesses and healthcare clinics/offices follow the principles of the International Code of Marketing of Breast-Milk Substitutes. Pass
  9. The Business Case for Breastfeeding is shared by the Chamber of Commerce. Pass
  10. Education systems are encouraged to include breastfeeding-friendly curricula at all levels. Pass

Breastfeed Durham began working the 10 steps in the spring of 2018.  We continue to make progress. The BREASTFEEDING FAMILY FRIENDLY COMMUNITY (BFFC) DESIGNATION  is a program designed to complement the Global Revised, Updated and Expanded Baby-friendly Hospital Initiative. We all need the Durham community to work together.

WHY have a designation for breastfeeding?

Breastfeeding, especially exclusive breastfeeding, is associated with lower rates of obesity, diabetes, infectious diseases, and other child illnesses, as well as less maternal breast and ovarian cancers, diabetes and a faster recovery from childbirth as compared to formula feeding. Breastfeeding is also associated with overall a better chance for lifelong health and development, as well as better school performance and other achievements. In addition, exclusive breastfeeding has been referred to as “The Great Equalizer”, because (it) “goes a long way toward canceling out the health difference between being born into poverty or being born into affluence” (JP Grant, when UNICEF Executive Director). A breastfeeding-friendly Durham is a healthier, more welcoming community for young families of all races, ethnicities, and identities.

Implementation and Systems Change: Transforming over the Decades

Durham County’s Human Milk Feeding Strategic Plan grew directly from Step 1 of the Ten Steps to a Breastfeeding Family Friendly Community, which requires a written policy supporting breastfeeding. Rather than issuing a brief policy statement, Durham County took a transformative next step: the development and adoption of a comprehensive 10-year strategic plan that guides policy, systems, and environmental change across every sector that touches families.

This plan now serves as the expanded implementation of Step 1 — a full roadmap for creating breastfeeding-friendly conditions in healthcare, childcare, workplaces, businesses, public spaces, emergency response, and county leadership structures.

The Strategic Plan is separate from the Ten Steps Report Card:

  • The Ten Steps measure community-wide designation and readiness.
  • The Strategic Plan drives long-term systems change and implementation.

Together, the two tools provide both accountability (Ten Steps) and infrastructure (Strategic Plan).

Durham’s Nine Strategic Goals (2025–2035)

  • Goal 1 — Leadership & Policy Infrastructure: Create and maintain a countywide leadership system, policies, equity coordinator role, and processes that govern human milk feeding support.
  • Goal 2 — Multi-Sector Coalition & Community Champion Role: Build and sustain a diverse, representative coalition addressing structural barriers and ensuring continuity of care.
  • Goal 3 — Healthcare Workforce Education & Clinical Alignment: Strengthen training, eliminate formula marketing, expand clinical competencies, and integrate lactation into clinic workflows.
  • Goal 4 — Community Education & Support Capacity: Increase community awareness, classes, culturally relevant messaging, and public education campaigns.
  • Goal 5 — Access to Lactation Services & Training Pathways: Expand community training, annual lactation meetings, train-the-trainer programs, and diverse career pathways.
  • Goal 6 — Childcare, Business & Public Space Lactation Environments: Increase breastfeeding-friendly childcare centers, workplaces, clinics, and public spaces.
  • Goal 7 — Culturally & Racially Diverse Lactation Support: Offer culturally responsive support; expand IBCLC diversity; engage BIPOC and LGBTQ+ providers.
  • Goal 8 — Data Systems, Surveillance & Referral Infrastructure: Advocate for statewide integrated breastfeeding data, bi-directional referral systems, and public health tracking.
  • Goal 9 — Emergency Preparedness (IYCF-E): Integrate infant and young child feeding in emergencies into county planning, training, supplies, and continuity systems.

Please contact us with any feedback or questions.