Natasha Nicholson, breastfeeding peer support co-ordinator, Newcastle City Council.

- What do you do?

I co-ordinate around 60 breastfeeding support volunteers throughout Newcastle. Breastfeeding rates in the North of Tyne area are 20 per cent below the national average. My work is all about raising awareness and providing support for women who may have no experience of breastfeeding. The volunteer approach works well because often women just want a friendly voice that says "don't worry, that's normal".

- How do you make a difference?

Midwives and health visitors are stretched these days, so we provide a valuable information resource for mums. When I first started 18 months ago, there were two baby cafes where women could go for support. Now there are three, as well as support groups running every day of the week. We also produce a quarterly newsletter that lists breastfeeding-friendly places and debunks some of the myths about breastfeeding.