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22 June 2011, 10:12 | Updated: 22 June 2011, 10:22
A new take on the retro 'Keep Calm and Carry On' posters is being used to encourage new mums to keep on breastfeeding.
NHS Northamptonshire are worried less than half of new mums are still breastfeeding two months after giving birth. Immediately after birth, more than three quarters of new mums breastfeed their babies.
Ruth Colby, Breastfeeding Coordinator for NHS Northamptonshire, said: "It is excellent news that breastfeeding initiation rates are continuing to rise, however, starting to breastfeed is only part of the story. Every day of breastfeeding is important and we need to encourage mums to continue breastfeeding for longer.
"Government, local professionals and experts recommend babies receive only breast milk until around 6 months of age to make the most of the health benefits that breastfeeding brings. So the message is ‘keep calm and carry on breastfeeding."
The pink posters are being used by the NHS across the East Midlands.