Background: In total, 81% of women in the UK start breastfeeding, but fewer than half continue beyond
6 weeks. Peer support in the early postnatal period may encourage women to breastfeed for longer.
Objective: To develop a breastfeeding peer-support intervention based on motivational interviewing (MI)
for breastfeeding maintenance and to test the feasibility of delivering it to mothers in areas with high
levels of social deprivation.
Design: Intervention development and a non-randomised multisite feasibility study.
Setting: Community maternity services in three areas with high levels of social deprivation and low
breastfeeding initiation rates in England and Wales.
Participants: Pregnant women considering breastfeeding. Women who did not plan to breastfeed,
who had a clinical reason that precluded breastfeeding continuation or who were unable to consent
Intervention: The intervention Mam-Kind was informed by a survey of infant feeding co-ordinators,
rapid literature review, focus groups with service users and peer supporters and interviews with health-care
professionals and a Stakeholder Advisory Group. It consisted of face-to-face contact at 48 hours after birth
and proactive one-to-one peer support from the Mam-Kind buddy for 2 weeks, followed by mother-led
contact for a further 2–6 weeks.
Main outcome measures: Recruitment and retention of Mam-Kind buddies, uptake of Mam-Kind by
participants, feasibility of delivering Mam-Kind as specified and of data collection methods, and
acceptability of Mam-Kind to mothers, buddies and health-care professionals.