Breastfeeding welcome here sticker
Breastfeeding welcome here sticker

QUAD has become the first Derby venue to be presented with a Breastfeeding Welcome Here award from Derby City Council.

The award honours the contemporary arts centre and community hub for being an organisation that supports nursing mothers by making their premises breastfeeding-friendly.

The Breastfeeding Welcome Here award highlights venues which support mums by creating comfortable environments for them to continue breastfeeding their children for as long as they want to.

Organisations which receive the award are given a sticker and certificate to display on their premises, so nursing mums feel confident and assured to breastfeed in their surroundings.

Another benefit of the award is that through creating these environments venues are encouraging breastfeeding and the health benefits associated for both mother and baby, and in turn contributing to the overall health and wellbeing of the Derbyshire community.

The award also recognises organisations which take steps to ensure their staff support breastfeeding mothers, with accessibility being a core-founding principle of the QUAD’s management strategy.

The QUAD has a reputation for being forward-thinking in regard to accessibility. The venue has always had a positive attitude to breastfeeding and offers a range of activities for new parents and families. The QUAD’s predecessor, the Metro Cinema, was one of the first theatres outside of London to run parent and baby film screenings, which the QUAD still offers 14 years later.

Kathy Frain, Marketing and Audience Development Manager, says the QUAD are very excited to be the first organisation to receive this award, and believe supporting breastfeeding mothers is important:

“I think we are a pioneering organisation in terms of access and wellbeing. Breast feeding is a completely natural thing to do and we aim to support this fully.”

She continued:

“Venues need to be positive and actively make people feel welcome to breastfeed, in order to change attitudes. We have created an environment where mums feel empowered to feed their baby without fear of judgement.”

E.J, a mum and regular visitor to the venue, says she’s always felt comfortable breastfeeding her son at the QUAD:

“I breastfed here when my son was a baby. It’s always a lovely, welcoming place to be. I’m so pleased to hear about the award – I hope it raises awareness of what a great place the QUAD is for women, children and families and encourage more venues to join this fantastic scheme.”

Cate Edwynn, Director of Public Health at Derby City Council, commented:

“This award is a fantastic way to recognise venues in the city that go that extra mile to make mums and babies welcome. Breastfeeding brings so many benefits to both mum and baby and I’m proud to support this initiative.”

The award is not the only initiative in Derbyshire aiming to help women breastfeed. The For You & Baby campaign is supporting Derbyshire families through pregnancy and early years. A collaboration between Derby City Council, Derbyshire County Council, the NHS and Joined Up Care Derbyshire, For You & Baby helps mothers with advice on everything from eating well during pregnancy to quitting smoking. Along with detailing the benefits of breastfeeding, the initiative offers helpful resources and support for nursing mums, their partners and families.

Brigid Stacey, Chief Nurse for NHS Derby and Derbyshire Clinical Commissioning Group and maternity lead for Joined Up Care Derbyshire, said:

“Our ‘For You and Baby’ support network is here to help by sharing tips and guidance on breastfeeding.

“Evidence shows breastfeeding provides a range of health benefits for mum and baby to help strengthen their bond and provide protection against many illnesses, including ear and chest infections, tummy upsets and lowers the risk of diabetes.

“When mums can breastfeed we want to support them in that, so we’re delighted the Quad has joined the ‘Breastfeeding Welcome Here Award’ scheme.

“I hope other city shops, cafés and venues will follow this lead and sign up.”

To find out more about applying for a Breastfeeding Welcome Here award for your business, visit the Derby City Council website or email: breastfeedingwelcome@derby.gov.uk.

For more information on For You & Baby and the services it offers, visit their website.