World Breastfeeding Week (WBW) is celebrated each year from August 1-7 to support and promote breastfeeding as a vital part of maternal and child health. Organized by the World Alliance for Breastfeeding Action (WABA), in collaboration with WHO and UNICEF, WBW emphasizes the importance of exclusive breastfeeding for the first six months of life, nurturing healthier babies, empowering mothers, and strengthening communities. 

The theme for WBW 2025, “Prioritise Breastfeeding: Creating Sustainable Support Systems,” highlights the impact of environmental and climate change on breastfeeding practices. Breastfeeding can be linked to all 17 of the United Nations Sustainable Development Goals.  

In this blog, we spotlight recent publications from BMC Series journals, including BMC Nutrition, BMC Pregnancy and Childbirth, and BMC Health Services Research, that explore topics relating to exclusive breastfeeding, milk donation to human milk banks, and the roles of community pharmacists and artificial intelligence in supporting breastfeeding. These insights aim to promote awareness and action on how we can collectively prioritize and sustain breastfeeding support systems. 

BMC Nutrition - Factors influencing breast milk donation to a human milk bank in Iran: implications for policymakers and planners 

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The World Health Organization (WHO) advocates breastfeeding as the optimal source of nutrition for infants and young children. However, not all babies can receive their mother’s milk due to health complications, maternal death, or separation. In such cases, donated breast milk is considered one of the best alternatives. Human Milk Banks (HMBs) play a vital role in providing this resource, especially for preterm or low-birth-weight infants. 

Despite the historical roots of breast milk donation in Iran, it is still uncommon due to cultural and religious beliefs. A recent case-control study published in BMC Nutrition explored the factors influencing milk donation to HMBs in Iran. Through structured interviews of lactating mothers and statistical analysis of the collected information, the researchers identified the key factors that increased the likelihood of milk donation: 

• Family Support: Mothers were more inclined to donate when encouraged by their spouses or extended families. 

• Social Influences: Community norms, peer behavior, and public awareness campaigns played a significant role. 

• Perceived Milk Adequacy: Women who believed they had an abundant milk supply were more willing to donate. 

• Healthcare Worker Involvement: Doctors, nurses, and other healthcare professionals were instrumental in informing and motivating mothers to donate milk. 

The study underscores the importance of targeted awareness programs, family-inclusive counseling, and strong healthcare support systems to encourage milk-donation. It also highlights two key areas for future research: maintaining health and safety standards in HMBs and ensuring equitable access to donated milk for mothers unable to breastfeed. 

BMC Pregnancy and Childbirth - Evaluating and predicting exclusive breastfeeding behaviour based on an energy vitality model during women’s lactation: a longitudinal study

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Exclusive breastfeeding (EBF) for the first six months offers significant health benefits for both infants and mothers. However, many women face personal and social challenges that make it difficult to continue breastfeeding for the recommended duration. 

A recent longitudinal cohort study from China, published in BMC Pregnancy and Childbirth, applied the energy and vitality model to explore the factors influencing early cessation of EBF. The researchers also developed a predictive tool - a nomogram - to help healthcare providers identify mothers at risk of stopping EBF early and offer timely support. 

The researchers collected data from breastfeeding mothers and used statistical methods to identify childcare stress, planned pregnancy, husband’s support, maternity leave, breastfeeding knowledge and autonomous breastfeeding motivation as the key predictors of early EBF termination. Using these insights, they developed a nomogram tool that could provide a practical way for healthcare professionals to assess EBF termination risk and tailor interventions accordingly. 

The study emphasizes the importance of creating emotionally and structurally supportive environments for breastfeeding mothers. Reducing stress, enhancing emotional and social support, and empowering women through informed, autonomous choices are essential to improving EBF rates and maternal-child health outcomes. 

BMC Health Services Research - Community pharmacists’ support for nursing mothers in Serbia: potential cost savings due to breastfeeding continuation 

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Exclusive breastfeeding for the first six months is a public health priority as advocated by the World Health Organization (WHO). Yet, many mothers face barriers that lead to early cessation. In addition to stress, lack of support, and misinformation as highlighted in earlier studies, new research from Serbia, published in BMC Health Services Research identifies two specific challenges that that can disrupt exclusive breastfeeding: 

1. Aggressive marketing of commercial milk formula (CMF) 
2. Misconceptions and doubts about the safety of taking medication during breastfeeding (pharmacotherapy)

Many mothers worry about the effect of over-the-counter or prescription drugs while breastfeeding. These concerns, combined with heavy CMF promotion, often result in premature weaning. This is where community pharmacists can play a significant role. 

A recent Serbian study explored how empowering pharmacists through targeted training could enhance breastfeeding support. The study assessed the impact of educational training for pharmacists on breastfeeding support and evaluated the effect of structured pharmaceutical care services (SPS) over a four-month period, particularly in terms of cost savings for families who avoided CMF. The results were promising: many mothers continued breastfeeding with the support they received, leading to significant cost savings-daily savings were nearly ten times higher for families who avoided formula feeding. 

This study is among the first to quantify the economic benefits of pharmacist-led breastfeeding support in a middle-income country. It highlights the unique position of pharmacists to create a supportive environment for breastfeeding mothers.  

BMC Pregnancy and Childbirth- Artificial intelligence-assisted chatbot: impact on breastfeeding outcomes and maternal anxiety 

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As new mothers navigate the challenges of exclusive breastfeeding, emotional and informational support can make a world of difference. While traditional support often comes from healthcare professionals through in-person sessions or printed materials, these resources may not always be available. Artificial intelligence (AI)-driven tools like chatbots are opening new possibilities in maternal care and can help bridge the support gap by offering real-time, personalized guidance. 

A recent quasi-experimental study published in BMC Pregnancy and Childbirth explored the use of an AI-based breastfeeding counseling app designed to support mothers during the postpartum period. The app featured a chatbot capable of answering breastfeeding-related questions, guiding mothers through common challenges, and offering motivation and reassurance. The participants were divided into two groups: One group received a breastfeeding counseling booklet, and the other group used the AI-based mobile application. The study found that mothers using the chatbot breastfed for longer durations and had higher confidence in their ability to breastfeed.  

These results suggest that AI-based tools can significantly enhance breastfeeding outcomes by offering continuous, on-demand, and personalized support. While they are not a replacement for healthcare professionals, they can complement human care and reduce the burden of routine queries on clinical staff. AI-powered breastfeeding support is especially valuable for first-time mothers, women in rural or underserved areas and mothers with limited access to professional care. 

Looking Ahead: A Collective Responsibility 

The evidence from recent studies reinforces a powerful message: breastfeeding is a shared responsibility. From milk donation and exclusive breastfeeding to pharmacist-led counseling and AI-powered support, innovative approaches are helping empower mothers worldwide. Building emotionally and structurally supportive environments is essential, not only to improve breastfeeding outcomes but also to advance public health, gender equality, and child development. 

Happy World Breastfeeding Week 2025!