World Breastfeeding Week: 9 ways to show your support
Clinically reviewed by Dr. Chris Mosunic, PhD, RD, MBA
World Breastfeeding Week shines a light on what moms need to feel supported. Discover why it exists, how it helps families thrive, and what you can do to be part of the movement.
For many new parents, the pressure to breastfeed is intense. After all, in every prenatal class, experts reinforce again and again the benefits of breastfeeding, not just for the mother, but for the baby too.
But during these conversations, no one talks about the cracked nipples, the cluster-feeds at 3am, or the crushing loneliness you feel when it’s not going well and you’re too exhausted to ask for help.
Though breastfeeding can be a beautiful journey, it can also be a messy and emotional one, full of crushing doubts and unrealistic demands. In addition, it’s deeply impacted by the systems around us, many of which fail parents on a regular basis.
Which is why World Breastfeeding Week matters. Held each August, it exists not to push a feeding agenda, but to build a culture where breastfeeding parents are seen and supported.
Here’s everything you need to know about what World Breastfeeding Week is all about and how you can be part of creating real, sustainable support.
What (and when) is World Breastfeeding Week?
World Breastfeeding Week is a global campaign organized by the World Alliance for Breastfeeding Action (WABA), in collaboration with the World Health Organization (WHO) and UNICEF, and it takes place every year from August 1–7.
This week is a chance to pause and ask: What does it actually take to support breastfeeding, not just in theory, but in practice — at home, in hospitals, at work, and in public spaces?
Each year, World Breastfeeding Week highlights a different theme, often tied to policy change, community support, or sustainable development. This year’s campaign is “Prioritize Breastfeeding: Create Sustainable Support Systems,” but the focus is always the same at its core: making sure breastfeeding parents have the information, care, and environments they need to feed their babies safely and comfortably.
Read more: What is the motherhood penalty? Plus, 10 tips to avoid it
Why World Breastfeeding Week matters
Breastfeeding is often framed as a personal choice, but in reality, it’s often shaped by workplace policies, mental health issues, and other systems over which parents have little to no control.
When parents decide to breastfeed, they’re often met with a mix of pressure and invisibility. They’re told it’s a great thing they can do for their baby, but without paid leave, clean places to pump, or any real help when something goes wrong, it can feel impossible. So many people assume breastfeeding is free and easy, but for many, it’s neither.
World Breastfeeding Week exists to name that gap and begin to close it. It’s a week to:
Challenge the idea that feeding is solely a mother’s responsibility
Advocate for structural support, not just personal resilience
Normalize the wide range of feeding journeys, including combo feeding and exclusive pumping
Elevate the stories of those who are often left out of the conversation: working parents, queer parents, parents of color, and those navigating trauma, illness, or poverty
This week is about shifting blame away from the individual and placing responsibility where it belongs: with policymakers who need to do better.
5 ways to take part in World Breastfeeding Week
You don’t need to be a parent—or even close to one—to support breastfeeding families. World Breastfeeding Week is about collective care, and there are so many meaningful ways to get involved, whether you have five minutes or a full week.
1. Share accurate, judgment-free information: Misinformation about breastfeeding is everywhere, from social media to pediatricians’ offices. One of the easiest ways to help is by amplifying evidence-based, inclusive resources. Share a post from WABA or WHO, highlight local lactation support, or repost a friend’s story if they’re open to it. Real voices and real facts help create a culture where support—not shame—is the norm.
2. Show up to a community event (or start one): Many towns and organizations host events during World Breastfeeding Week, from park gatherings to online panels to nurse-ins aimed at visibility. These events can be joyful, informative, and deeply connecting. If there’s nothing nearby, consider organizing a small meet-up or virtual coffee chat with other parents or allies. And if you’re a breastfeeding parent who’s looking for added support, here’s why a mom group might be exactly what you need.
3. Donate to groups doing the work: If you have the means, consider donating to grassroots organizations that support breastfeeding families, especially those serving marginalized communities. Groups like La Leche League, Chocolate Milk Café, or local birth and lactation centers often rely on donations to provide sliding-scale or free support.
4. Talk to your workplace: Use this week as a moment to assess how breastfeeding-friendly your workplace really is. Is there a private, clean space to pump? Flexible scheduling? Policies that support nursing parents? Even if it doesn’t impact you directly, asking these questions can lead to meaningful change for your colleagues.
5. Be the quiet support someone needs: Sometimes, support isn’t loud. It’s giving some space to a parent nursing in public or just telling a nursing friend, “You’re doing an amazing job.” Every small gesture counts.
How to support breastfeeding moms: 9 tips to show up with care
Supporting someone who’s breastfeeding is about tuning into their reality—physically, emotionally, and logistically—and offering the kind of support that actually makes a difference. Whether you’re a partner, friend, coworker, or neighbor, here are real ways to show up.
1. Take things off their plate (literally and figuratively)
Breastfeeding can be all-consuming, especially in the early weeks. Holding the baby while they shower, prepping snacks, folding laundry, handling older kids’ routines — these “small” things become lifelines. Even dropping off a meal or running an errand can go a long way.
Not sure what to say? Here are a few tips for how to talk to a new parent.
2. Make room for rest
Sleep deprivation is real. If you’re close to a breastfeeding parent, look for ways to help them rest, whether it’s watching the baby between feeds, doing an overnight bottle shift if they’re pumping, or simply encouraging them to lie down when they might otherwise try to push through.
💙 Breastfeeding parents are often up at all hours of the night when their babies are little. Kate Johnson’s Sleepy Rhythm Meditation is perfect for helping them get back to sleep.
3. Normalize breastfeeding in public and private
Make breastfeeding parents as comfortable as possible by being the one who says, “You’re totally fine to feed here.” If you’re in a group setting, offer seating, a glass of water, or just a nod that says, “You’re good.”
4. Protect their time and space
Pumping takes time. Feeding takes time. Recovery takes time. If you’re an employer, co-worker, or even a well-meaning visitor, respect their boundaries. Don’t rush them, comment on how often they’re feeding their baby, or expect them to be “back to normal” immediately.
5. Offer emotional check-ins, not advice
Unless you’re a lactation consultant or they’ve asked for help, avoid diagnosing problems or offering unsolicited tips. Instead, ask how they’re feeling, hold space when they vent, and tell them they’re not alone (even if you can’t personally relate).
💙 For Moms, With Love, a series from Jennifer Wallace, can help any new mom feel seen and valued.
6. Learn a little about how it works
Understanding the basics of breastfeeding—like how supply is built, why cluster-feeding happens, or why stress can affect letdown—can help you respond with more compassion (and less confusion).
7. Advocate for better policies
Support doesn’t stop at the personal level. If you’re in a position to advocate for better leave, designated lactation rooms, or more inclusive support in your community, do it. Your voice can amplify theirs, especially when they’re too tired or overwhelmed to fight for themselves.
8. Check your language
Make sure you’re not accidentally being offensive. Skip phrases like “Isn’t that weird to do in public?” or “I thought you’d be done by now.” Don’t ask why they’re not supplementing or why they are. Instead, try asking “What do you need?” or “How can I help today?” Your words matter more than you think.
9. Show up consistently, not just once
Support isn’t a one-time casserole or a “like” on social media. It’s checking in again and again, remembering their feeding journey at the next gathering, and following up when they say, “Today was hard.” That consistency builds trust and real support.
World Breastfeeding Week FAQs
Why is World Breastfeeding Week celebrated in August?
World Breastfeeding Week is held every year from August 1–7 to mark the anniversary of the Innocenti Declaration, a document signed in August 1990 by the WHO and UNICEF, affirming the global importance of protecting, promoting, and supporting breastfeeding. It reflects a commitment to prioritizing infant and maternal health and serves as a yearly anchor for public awareness, advocacy, and action.
What’s the goal of World Breastfeeding Week?
The main goal of World Breastfeeding Week is to create conditions where breastfeeding is protected as a human right and supported as a shared societal responsibility.
Of course, breastfeeding isn’t for everyone, and that’s okay. The important thing is to ensure that if someone chooses to nurse their baby, they’re met with encouragement, access to accurate information, workplace accommodations, healthcare guidance, and a community that has their back.
The overall purpose is to empower parents and shift systems so that breastfeeding becomes less of a personal struggle and more of a supported path.
Who organizes World Breastfeeding Week?
World Breastfeeding Week is coordinated by the World Alliance for Breastfeeding Action (WABA), a global network of individuals and organizations working to protect, promote, and support breastfeeding worldwide.
WABA partners closely with the World Health Organization (WHO), UNICEF, and other maternal and child health groups to plan themes, resources, and global engagement each year. Local organizations and communities often organize their own events and campaigns in alignment with the global message.
Is World Breastfeeding Week only for new moms?
While new mothers are often the ones actively navigating feeding challenges, this week is about much more than the act of breastfeeding itself.
It’s for partners, loved ones, employers, healthcare workers, and anyone who has a role to play in making the world a safer and more supportive place for new families. Even if you’re not directly involved, showing up, listening, and advocating matters.
How can workplaces support breastfeeding?
Workplaces have a huge role to play in breastfeeding success, and too often, they fall short. Support starts with providing paid parental leave, but it doesn’t end there. Once a parent returns to work, they need a clean, private place to pump, flexible break times, and a workplace culture that doesn’t make them feel like an inconvenience.
Even small shifts—like scheduling meetings with pumping needs in mind or offering gentle encouragement—can make a meaningful difference in helping parents continue feeding their babies in a way that feels right for them.
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