ABSTRACT
INTRODUCTION This chapter begins with an exploration of how and why breastfeeding is benefi cial, and establishes a link between promotion and professional assessment with the aim of initiation and continuation of breastfeeding. Promoting breastfeeding is thus a professional role and responsibility that requires specialist knowledge and skills. Furthermore, being responsive and proactive in promoting breastfeeding is the responsibility of professionals and should be supported by governments. The chapter goes on to explore how policy and practice in breastfeeding promotion can be challenged, enhanced and developed through the role of the professional, and to examine how changes can be introduced to promote breastfeeding, irrespective of the organisation and community in which the professional works.
