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Despite the numerous potential benefits to mother and infant, there has been little increase in the rates of initiation and duration of breast-feeding in the last decade. Continuing professional education for midwives, health visitors and nurses is an important factor in improving this situation. This paper discusses a collaborative educational breast-feeding initiative. This was designed to promote reflective and evidence-based practice with emphasis placed on the central importance of effective interpersonal skills in interactions with breast-feeding mothers.

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