The Role of the Baby Friendly

Health Initiative

The role of the Baby Friendly Health Initiative (BFHI) is to protect, promote and support breastfeeding as part of a global partnership developed by the World Health Organisation (WHO) and United Nations Children’s Fund (UNICEF) in 1991. Governance of the BFHI within Australia was passed to the Australian College of Midwives (ACM) in 1995, where it remains today.

In Australia the BFHI focuses on improving healthcare for babies, their mothers and families by ensuring all mothers, regardless of their feeding choices and circumstances, receive unbiased information, appropriate support and factual advice in both the antenatal and postnatal period.

Based on the Ten Steps to Successful Breastfeeding compiled by WHO and UNICEF, our evidence-based accreditation programme supports maternity and community facilities become Baby Friendly by transforming their strategies, enabling mothers to care for their babies in the best and safest way possible.