Vision

Breastfeeding is recognised as important by all Australians and is culturally normal.

Mission

As Australia’s leading authority on breastfeeding, we support, educate and advocate for a breastfeeding inclusive society

Values

  • Mother-to-mother support
  • Skilled and loving parenting (in society)
  • Excellence and innovation in breastfeeding support
  • The wellbeing and diversity of our people
  • Cooperation and teamwork
  • Honest, open and respectful communication
  • Clear and transparent processes.

Objectives

Breastfeeding support
Provide mothers with practical mother-to-mother support, enabling them to establish a loving relationship with their babies through breastfeeding, and educate the broader community that breastfeeding is normal
Financial viability
Provide for financial security and economic sustainability, by protecting and increasing the real value of our financial assets, investing our assets well and using our financial and people resources economically
Training, education and resources
Provide high quality and accessible training, education and resources to ensure skilled, knowledgeable and practical breastfeeding support for mothers
Advocacy, policy and research
Strengthen the advocacy, policy and research work of the Australian Breastfeeding Association and our partners, in order to improve breastfeeding outcomes
Public awareness, profile and marketing
Maintain the Australian Breastfeeding Association as an authoritative and high profile organisation and ensure public awareness of the importance of breastfeeding and how to protect, support and promote it
Governance and organisational development
Develop an effective, representative, well-managed and accountable organisation