A new campaign to encourage mums in Calderdale to breastfeed their babies is set to be launched.

While more and more mothers opt to breastfeed their youngsters, take-up in North Halifax is less enthusiastic.

So Calderdale Primary Care Trust has employed marketing firm Principles Agency to create an awareness-raising campaign to increase breastfeeding among new mums.

The drive by the Leeds-based agency, due to launch in 2009, will roll out across Calderdale but specifically hit North Halifax.

It will especially target women aged 16 to 24, fathers between the ages of 16 and 34, grandparents, health professionals and community networks.

Stephanie Ryan, communications manager at Calderdale PCT, said: "Nationally breastfeeding is becoming increasingly popular but North Halifax isn't following this trend.

"We are addressing this issue through a well-managed campaign that appropriately targets our audiences."

Rebecca Nichells from Principles Agency said: "Throughout the campaign we will be embracing Calderdale PCT's ethos of reducing health inequalities in the region, while addressing the social acceptability of breastfeeding and the fact that it offers the best start for babies from birth."

Info via the Halifax Courier website - 15th December 2008