The aim of the project is to ensure that there is a high-quality service in place for the Family Hubs in Middlesbrough, for the implementation of the Baby Friendly accreditation, which helps professionals to provide sensitive and effective care and support for mothers, enabling them to make an informed choice about feeding, get feeding off to a good start and overcome any challenges they may face. In addition, parents who formula feed are supported to feed their baby as safely and responsively as possible, and all parents are enabled to develop a close and loving relationship with their baby.