A ‘Breastfeeding Welcome Here' mark has been launched in an attempt to change Irish people's attitudes towards breastfeeding.

Breastfeeding children during their first six months of life is known to have a positive impact on their long-term health by, for example, reducing their risk of a number of serious conditions, including asthma, diabetes and obesity.

However, breastfeeding rates in Ireland are among the lowest in the world, with only around 6% of Irish mothers still exclusively breastfeeding by the time the baby is six months old.

The Breastfeeding Welcome Here mark has been developed by the First 1000 Days campaign, which highlights the importance of nutrition during the first 1000 days of life, from conception up to two years old. It is supported by the Irish Nutrition and Dietetic Institute (INDI), the Irish Practice Nurses Association (IPNA) and the Irish Paediatric Association (IPA).

According to Jennifer Feighan, INDI chief executive, any initiative that aims to support mothers and encourage breastfeeding ‘is to be welcomed', while IPA chairperson, Roisin Dooge, described this as a ‘fantastic initiative which supports new parents as they give their babies the best possible start in life'.

A number of Irish businesses, including restaurants, shopping centres and pharmacies, have already agreed to display the mark prominently in an attempt to normalise breastfeeding in public.

The Blanchardstown Shopping Centre has become the first shopping centre in Dublin to receive the mark and according to its marketing manager, Mercy Prendergast, it is ‘delighted' to be involved as it welcomes ‘a huge number of new mothers daily'.

Meanwhile, Bobby Kerr of café chain, Insomnia, said that the mark will be displayed on over 60 outlets nationwide because the company wants to send a message to all families that the cafes ‘are welcoming and supportive of breastfeeding mothers'.

The First 1000 Days campaign is led by Danone Early Life Nutrition. It is based on research which shows that getting nutrition right in the early days can reduce the risk of diseases later in life, such as heart disease and diabetes.