The Baby Friendly Initiative is based on the WHO and UNICEF's Ten Steps to Successful Breastfeeding. Updated in 2018, the Ten Steps are founded on evidence-based practices that have been shown to increase breastfeeding initiation and duration.
In Aotearoa New Zealand, maternity services are required to achieve and maintain Baby Friendly Aotearoa (BFHI) accreditation and BFHI is a key outcome highlighted in the National Breastfeeding Strategy Rautaki Whakamana Whāngote. Baby Friendly services work to see that all whānau. regardless of their infant feeding choice, receive unbiased information, support and professional advice in their decision to feed their babies.