Health / NHS celebrates gold UNICEF ‘baby friendly’ accreditation
NHS Shetland’s maternity and health visiting services are celebrating after achieving gold accreditation under the UNICEF UK Baby Friendly Initiative.
This is described as a nationally recognised mark of excellence in care for babies and their families.
Staff marked the achievement yesterday (Thursday) at the Islesburgh Community Centre in Lerwick, where midwives, health visitors, a doctor and a peer supporter came together to celebrate.
The services were officially awarded gold status in August 2025, “recognising not only their high standards of care, but their commitment to maintaining these standards for families across Shetland”.
NHS Shetland said supporting breastfeeding is at the core of the Baby Friendly programme, while supporting those who formula feed to do so as safely as possible.
To retain accreditation, services must complete regular audits of both staff and parents to ensure standards continue to be met.
NHS Shetland’s infant feeding lead and integrated midwife Susan Keay, who organised the celebration event, said: “The gold award recognises that NHS Shetland is not only meeting Baby Friendly standards, but that we have the culture, leadership and commitment to sustain them over the long term.
“I’m incredibly proud of what we’ve achieved. It reflects the hard work and dedication of our teams, who continue to support mothers, babies and families across Shetland.
“We are committed to ensuring all women feel supported in their feeding choices.”
Colleagues also paid tribute to Keay’s “leadership and dedication” in helping the service achieve the award and inspiring the wider team.
Keay added: “I would like to thank all my colleagues for their continued dedication to supporting families in our community and for delivering excellent, person-centred care every day.”
NHS Shetland said support for families continues “beyond clinical settings”.
NHS Shetland is supported by six peer support volunteers, one of whom hosts a weekly support group at Islesburgh every Friday from 10.30am to midday.
The group offers a welcoming space for support and an informal chat with homebakes.
More information can be found on the Shetland Breastfeeding Support Group Facebook page.
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