The move brings together the world-class midwifery and maternity expertise of the RCM and Philips AVENT’s
knowledge and commitment to breastfeeding.
A particular focus will be supporting mothers in the early stages of their breastfeeding experience in order to improve the high early drop-off rate in the UK.
The agreement sees Philips AVENT join the RCM’s Alliance Programme
, which aims to promote the work and interests of the RCM, midwives and mothers.
Ludwig Paillier, senior marketing manager for Philips AVENT, said: ‘At Philips AVENT we try and help mothers breastfeed for as long as possible, so we are really excited to be working more closely with the RCM.
‘We will be focusing mainly on ways to reduce the early drop-off rates with women, as our research has shown that many mothers stop feeding fairly quickly for a variety of reasons, from concern that they are not producing enough milk to peer pressure.
‘We hope our joint activity will help women to feed their babies breast milk for longer.’
Cathy Warwick, RCM chief executive, said: ‘I am delighted to welcome Philips AVENT as an RCM Alliance partner.
‘Their commitment to supporting breastfeeding sits squarely with our own advocacy of breastfeeding and the need for advice, support and information for mothers.
‘With breastfeeding rates and duration remaining low in the UK, this is a timely union between our organisations which I am sure will do much to raise awareness about breastfeeding, with mothers and with midwives, and about the many benefits it can bring to both mother and baby.’