RESUMEN
2011 saw Baby Friendly Initiative (BFI) success in the towns of Blackburn with Darwen. The towns serve around 2,500 new babies a year, have significant social deprivation and mixed ethnicity. Commitment was made by the Trust and Local Authority, to progress to meeting full BFI standards by commissioning the Acute Trusts Infant Feeding Coordinator (midwife) to lead on the project and the change needed. Numerous challenges were met along the way, such as capacity to lead and deliver (leading to the recruitment of Donna), swine flu, GP training, organisational changes and loss of ante- and postnatal interventions. This was the first Community Trust in England to achieve full accreditation without follow up visits. This article hopes to inspire other Trusts to get started, keep going and don't let go until you get there--because it's worth it.
