We are happy to share the findings of the independent evaluation of the impact of the 'From Bump to Breastfeeding' DVD, which was written by researchers at Bournemouth University:

Executive summary

Full report 

From 2008 to 2010, researchers at the Centre for Midwifery, Maternal and Perinatal Health within the School of Health and Social Care at Bournemouth University undertook an independent evaluation to establish whether the ‘From Bump to Breastfeeding’ DVD has an impact in promoting and supporting breastfeeding, especially in younger women from lower socio-economic groups. The study had a three-phase design, took place across 12 NHS Trusts and involved over 800 women.

Some top-line findings from the evaluation:

  • watching the DVD was associated with increased breastfeeding rates at 6 weeks.
  • 71% of all women who were given the DVD watched it – this figure was 81% amongst women who left school with no qualifications indicating that the resource was acceptable to its primary audience.
  • 89% of women who watched the DVD did so with their partner
  • of women who watched the DVD before their baby was born: 
    • 99% found it useful
    • 84% found it covered everything they needed to know about breastfeeding
  • midwives valued the DVD as a teaching resource
  • even young women who were not breastfeeding could appreciate the value of watching the DVD

Whilst the DVD has been shown to successfully inform women, improve attitudes and breastfeeding rates and support midwives in their role, the evaluation has also concluded that more needs to be done and done earlier to change attitudes toward breastfeeding. Best Beginnings is planning to develop a school toolkit to build on these recommendations.

The evaluation also found that across the 12 hospital trusts who took part in the evaluation only 38% of women received their DVD from a midwife. The researchers recommend that to maximise the effectiveness of the DVD resource a more formal strategy be put in place nationally to ensure that the DVD is given to mothers by a midwife at the most appropriate times. We are very pleased that with the introduction of the new care pathways this strategy is in place.