Press Releases

Monday, September 29, 2014

2014 Breastfeeding Challenge - Winnipeg moms challenge world record

Latch-on for World Breastfeeding Week

Moms and babies from across Manitoba will meet at the Legislature in Winnipeg on Saturday, October 4th, 2014, to celebrate the benefits of breastfeeding and breast milk.

World Breastfeeding Week starts October 1st in Canada and the breastfeeding challenge on Saturday, organized by the Winnipeg Breastfeeding Network, will involve women all across Canada. Thousands of moms at over one hundred different sites across the world will latch-on for this challenge in an attempt to have the highest number of children breastfeeding in one location.

This friendly competition was initiated by the Quintessence Foundation in British Columbia and has since been picked up by sites across the globe.

"The health and well-being of infants, mothers, families, communities and society is enhanced by breastfeeding," said Kelly Wren, Winnipeg Breastfeeding Support Network Chair. "This challenge is a fun way to help increase awareness of the important role breastfeeding plays in society and it is a great opportunity for families to come out and celebrate breastfeeding together."

The idea for the challenge originated with raising awareness of the importance of breastfeeding and to help create networks for breastfeeding moms and their families. The event aims to promote optimal breastfeeding goals and what the recommended guidelines are for breastfeeding. The challenge is also important in addressing the lack of support and marginalization some mothers face when they initiate breastfeeding.

"The Canadian Pediatric Society, Health Canada, and World Health Organization recommend exclusive breastfeeding for healthy term infants for the first six months," said Carolyn Perchuk, WRHA Population and Public Health. "This is followed by introducing solids and continued breastfeeding to two years and beyond, as the ultimate nutrition for infants and children."

The event will be held on Saturday, October 4th in the Rotunda at the Legislative building. The doors open at 9:30 a.m. and mothers will be encouraged to "latch-on" and be counted at 11 a.m. sharp. Mothers, infants, families and friends are welcome to participate. To find out more about the event’s history and a listing of sites around the world, visit or call Quintessence Foundation at 604-228-9331.

For more information contact:

Melissa Hoft                            
Winnipeg Regional Health Authority       
Tel: 204-926-7868
Cell: 204-299-0152

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