Despite widespread promotion that ‘Breast is Best’, breastfeeding rates remain low, particularly in the UK.
Public health messaging, by presenting breastfeeding as ‘natural’, ‘easy’ and ‘good,’ may be underpreparing
women for the challenges of breastfeeding, as well as marginalising and stigmatising those who struggle to
breastfeed or choose alternative methods of infant feeding. This messaging, we suggest, creates additional
barriers to breastfeeding. However, we currently lack large scale, quantitative data able to untangle cause
from effect; a reliance on retrospective methodologies has impeded understanding of how prior expectations
interact with women’s real-time experiences that ultimately influence infant feeding decisions. We will address
prior methodological limitations by developing and piloting an innovative mobile application (app), to collect
daily data on women’s infant feeding experiences and decisions. The app will allow mothers to track their own
feeding journeys, whilst facilitating exploration of breastfeeding narratives and feeding behaviour in
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