About Loving Support

Loving Support© Makes Breastfeeding Work is the United States Department of Agriculture’s (USDA) national breastfeeding promotion and support campaign. Education, training and outreach materials are provided for staff of the Special Supplemental Nutrition Program for Women, Infants and Children (WIC). Resources are also available for women and their families/friends and health care providers/community partners.

View the campaign materials and the Loving Support© Model

Key Messages:

  • Helping women feel comfortable with breastfeeding
  • Tips on how breastfeeding can work around a busy schedule
  • The involvement of family and friends to make breastfeeding a success

Campaign Goals:

  • Increase breastfeeding initiation rates among WIC participants
  • Increase breastfeeding duration among WIC participants
  • Increase referrals to WIC for breastfeeding support
  • Increase general public acceptance and support of breastfeeding
  • Provide support and technical assistance to WIC State and local agencies in the promotion of breastfeeding Key Messages