World Breastfeeding Week takes place every year during the first week of August. It’s a key moment to raise awareness, offer support, and highlight the value of breastfeeding. Whether you’re pregnant, a new mom, or a support person, this week is for you.
What is World Breastfeeding Week (WBW)?
Origins (WHO, UNICEF, WABA)
World Breastfeeding Week was launched in 1992 by the World Alliance for Breastfeeding Action (WABA), in collaboration with the World Health Organization (WHO) and UNICEF. Together, they aimed to make breastfeeding a global public health priority by breaking down taboos, sharing accurate information, and strengthening family-friendly policies.
The event continues to receive support from WHO and UNICEF, who see breastfeeding as an essential act of care for both infants and mothers. In Canada, the Breastfeeding Committee for Canada actively promotes the initiative by sharing best practices with healthcare providers.
Official dates: August 1–7
WBW is celebrated in over 170 countries from August 1 to 7. These dates mark the launch of the Innocenti Declaration, a landmark document that recognizes breastfeeding as a basic right for every mother and child.
Theme for 2025
Each year, WABA, with support from WHO and UNICEF, sets a new theme to guide awareness campaigns and inspire local action around the world.
The 2025 theme is
“Enabling breastfeeding: Making a difference for working parents”
The focus is on building strong, long-lasting support systems for breastfeeding families—at home, at work, and within the community.
Why does breastfeeding deserve a global week?
Benefits for babies
Breast milk is packed with nutrients, antibodies, and love. It protects against infections, strengthens the immune system, and supports healthy cognitive and digestive development.
Benefits for mothers
Breastfeeding lowers the risk of breast and ovarian cancer, helps the body recover faster after childbirth, and deepens the emotional bond with the baby.
Public health impact
Supporting breastfeeding helps reduce health disparities and offers every child a fair start, no matter the family’s income or social status. It boosts infant health and immunity, reduces pressure on healthcare systems, and helps parents continue breastfeeding after maternity leave or returning to work.
Environmental and economic value
With no packaging, no industrial processing, and no transportation emissions, breastfeeding is also an eco-friendly choice. It’s a sustainable and cost-effective solution for families.
How is World Breastfeeding Week celebrated in Canada?
The Breastfeeding Challenge
Each August, thousands of families across Canada join a symbolic challenge to mark WBW. The goal? To celebrate the special bond between mother and child and highlight breastfeeding’s benefits for infant health.
Whether online or in person, the challenge creates a shared moment where families breastfeed together, normalize the practice in public, and help break down stigma. Local groups, birthing centers, and perinatal support teams often organize or promote these events.
Find official campaigns, tools, and resources on the World Breastfeeding Week website, which promotes global cooperation in support of breastfeeding.
Canada’s National Breastfeeding Week
Why two dates? (August vs. October)
In Canada, World Breastfeeding Week is recognized in August, but there’s also a second celebration in October, during the 40th week of the year. This timing helps mobilize more community-based resources, as families tend to be more available after the summer.
Why Canada celebrates again in October (Week 40)
In August, many services are closed, and families are often away on vacation. October offers a better window for local events, info booths, and awareness campaigns aimed at reducing breastfeeding inequalities.
Local events in Quebec (CLSCs, care centers, municipalities)
Across Quebec, local health clinics (CLSCs), perinatal centers, and municipalities organize info booths, family workshops, and community breastfeeding challenges. These events are often supported by healthcare professionals and public health partners.
Keep an eye out in September for activities near you.
The Breastfeeding Challenge in Quebec: A well-established tradition
Each October, Quebec families take part in the Breastfeeding Challenge during National Breastfeeding Week (Week 40). Nourri-Source leads this initiative and invites nursing families to gather, either online or in person, to celebrate their journey and encourage others to continue.
Over the years, many regions have hosted local editions of the challenge in CLSCs, parks, online, and in community centers. These gatherings are backed by healthcare professionals, nonprofit groups, and health-focused partners who all share the goal of supporting breastfeeding every day.
Nourri-Source encourages all breastfeeding families to join the virtual Breastfeeding Challenge and explore the events happening in their area.
Here’s how to participate in World Breastfeeding Week (WBW) or Canada’s National Breastfeeding Week.
Whether you feel more comfortable attending in person or joining online, there are plenty of activities for everyone: info booths, babywearing workshops, talks with IBCLCs consultants, and supportive discussion groups where moms can connect and share.
Follow the right resources
To stay updated on upcoming events and tips, follow these accounts on social media:
- @nourrisource
- @breastfeedingcanada
- @LaLecheLeagueCanada
You can also explore hashtags like #WBW2025, #BreastfeedingChallenge, or #BreastfeedingQuebec for personal stories, online events, and shared posts from other moms.
Useful Links for Breastfeeding
To explore practical resources, expert advice, and upcoming events, visit:
Nourri-Source – Quebec’s breastfeeding support network
Breastfeeding Canada – Canada’s national breastfeeding resource center
La Leche League International – Global organization supporting breastfeeding worldwide
Helpful resources for new moms
Lactation consultants (IBCLC)
Certified IBCLCs are trained to help with any challenge—whether it’s pain, low weight gain, relactation, or latch issues.
Local support groups (e.g., Nourri-Source, Breastfeeding Quebec)
These groups offer a safe space to ask questions, share emotions, and build lasting connections, especially during those important first few weeks.
A tribute from La Joie en Rose
Breastfeeding is natural, but it’s also emotional, demanding, and deeply personal. At La Joie en Rose, we design each piece of breastmilk jewelry to honor that journey.
Our handcrafted rings, necklaces, and earrings are more than keepsakes; they hold your story, your strength, and your bond with your baby. Whether you’ve just started or are nearing the end of your breastfeeding journey, we offer a beautiful and lasting way to preserve the memories.
$2 per Breast Milk Jewel sold, all models combined, is donated to La Fédération Nourri-Source. A great way to support breastfeeding women and families.
By taking part in WBW or Canada’s October celebration, you join a movement led by health-focused organizations and community partners, like Nourri-Source and the Breastfeeding Committee for Canada. Together, they support families throughout their breastfeeding journey, no matter where it leads.
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