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Vision, Mission and Strategic Plan

Our Mission 

As Australia’s leading authority on breastfeeding, ABA supports, educates and advocates for a breastfeeding inclusive society. 

Our work

The Australian Breastfeeding Association is Australia's peak body for breastfeeding information, education and support.

Through the provision of practical mother-to-mother peer support, up-to-date and evidence-based information and continuing education for health care workers, ABA helps hundreds of thousands of families each year on their breastfeeding journey. 

Internationally recognised, the ABA also works to affect policy and societal change to make it easier for mothers to successfully breastfeed for as long as they choose to. 

Our services include membership for mums and their families, and membership for health professionals, a state-of-the-art online information hub, a 24-hour Breastfeeding Helpline, LiveChat, mum2mum app, an informative website, local support groupsantenatal classes and numerous print and digital resources. ABA also provides resources to support breastfeeding friendly communities, including Breastfeeding Friendly Workplace accreditation, Baby Care Room awards and the Breastfeeding Welcome Everywhere recognition program.

More than 1,000 volunteers are involved in the delivery of our services, as qualified breastfeeding counsellors and educators. The majority of our qualified volunteers are mothers themselves who have breastfed their own children and have completed a Certificate IV in Breastfeeding Education. 

ABA is a Registered Training Organisation offering nationally-recognised courses to those who wish to become qualified counsellors and educators and to health professionals caring for breastfeeding women and babies.

Our strategic plan

At ABA, everything we do is guided by our strategic framework. This framework enables us to unite and align across Australia. 

Strategic Framework 

These strategic areas have been identified as key to achieving our mission and working towards our vision.

  1. Breastfeeding peer support 
  2. Breastfeeding education of health workers
  3. Breastfeeding friendly environments
  4. Public awareness, and promotion of breastfeeding and ABA 
  5. Advocacy
  6. Organisational sustainability  

ABA Strategic Plan 2023-2026