An Isle of Wight mother has praised the support she received following the birth of her son as the Island’s NHS maternity service celebrates achieving Level 3 accreditation under the internationally recognised UNICEF Baby Friendly Initiative.
The Isle of Wight NHS Trust’s maternity team has secured the accreditation in recognition of its commitment to supporting breastfeeding, infant feeding choices and the development of close relationships between parents and their babies.
The UNICEF Baby Friendly Initiative is an internationally recognised programme designed to give babies the best possible start in life, with Level 3 representing the final stage of its initial accreditation process.
Achieving the award has involved reviewing policies, introducing additional staff training and demonstrating that Baby Friendly standards are embedded in everyday maternity care.
Staff were assessed on their knowledge, while families were asked about the care and support they had received.
The approach aims to ensure that discussions around infant feeding and early parent-and-baby relationships form a routine part of maternity care rather than being treated as a separate service.
Nikki Beadle, Baby Friendly Lead Midwife, has said:
“Achieving Baby Friendly accreditation is a huge accomplishment for our maternity team, and I am extremely proud of how our staff have embraced learning and embedding the Baby Friendly Standards into everyday care.
Article continues below this advertisement “Being able to support families to make informed decisions around feeding and developing close and loving relationships with their baby is vital, as we know the early days, weeks and months are critical for supporting baby’s growth, development and emotional wellbeing.
“For us as a team, BFI accreditation is more than an award; it represents a culture where babies, parents, and families are at the heart of everything we do.”
Among those to benefit from the service is new mother Lucy, who has spoken about the care she and her son Hugo received from the Island’s maternity team.
Lucy recalled the moments following Hugo’s birth and the encouragement she received from midwives as she began breastfeeding.
She has said:
“From the moment Hugo arrived, we’ve been well supported with his feeding journey. His very first feed just after he was born was calm and peaceful.
“I vividly remember smiles and words of encouragement from our midwives and looking down at our baby, soaking up every moment of our first feed, knowing there would be plenty more to come.
“There’s nothing more special.”
Lucy explained that staff continued to support her when Hugo initially struggled to latch, helping her to use colostrum she had collected before giving birth.
Further assistance was provided during postnatal visits, including advice on breastfeeding positions and exercises to help address tension Hugo was experiencing.
The family was also referred for a tongue-tie assessment, with the infant feeding support team providing additional guidance and reassurance throughout the process.
Lucy added:
“Every member of maternity staff we have crossed paths with have been incredibly supportive of our feeding journey and are always willing to help and answer questions.
“Because of this, our journey has become much smoother and more comfortable – we can’t thank them enough.”
Although the Level 3 accreditation marks a significant milestone, the maternity service will continue to undergo annual audits and will need to secure reaccreditation in 2 years.
The team’s longer-term ambition is to achieve UNICEF Baby Friendly Gold status, demonstrating that the standards are being maintained and developed over time.
Alison Werfalli, Group Director of Maternity and Midwifery at the Isle of Wight NHS and Portsmouth Hospital University NHS trusts, has said:
“I am incredibly proud of our maternity team for achieving Level 3 UNICEF UK Baby Friendly accreditation. This is a significant milestone and reflects the dedication, compassion and tremendous hard work of colleagues across our maternity service.
“Every member of the team has contributed to this achievement and it has taken real commitment, learning and cultural change, and everyone involved should feel immensely proud of what they have achieved for women, babies and families on the Isle of Wight.
“Our journey does not stop here. We now want to build on this success and progress towards the UNICEF UK Baby Friendly Gold Award, demonstrating that these high standards are sustained and embedded for the long term.
“Our ambition is to continue learning, listening to families and improving care, with babies, women and families at the heart of everything we do.”
