YOUNG mothers will be at the centre of a broadcasting campaign to highlight the benefits of breastfeeding.
The ads will be screened on Tyne Tees television from today and on Galaxy Radio from next month.
Aimed at raising awareness of the benefits of breastfeeding, the project is supported by organisations across County Durham and Tees Valley Northumberland and Tyne and Wear strategic health authorities.
Based on a successful scheme run by the Northern Ireland Health Promotion Agency earlier this year, the North-East campaign is the first of its kind in England.
It is aimed at mothers aged between 17 to 24, who, local research has shown, are less likely to breastfeed than older mothers.
Spokeswoman Anne Holt said: "We know breastfeeding provides numerous benefits for mothers and babies."
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