Original Research - Qualitative Normalising breastfeeding within a formula feeding culture: An Irish qualitative study Patricia Leahy-Warren a, *, Mary Creedon b , Aoife O’Mahony a , Helen Mulcahy a a School of Nursing and Midwifery, Brookfield Health Sciences Complex, UCC, Ireland b Cork North Lee Local Head Offices, Cork, Ireland A R T I C L E I N F O Article history: Received 19 May 2016 Received in revised form 29 September 2016 Accepted 7 October 2016 Available online xxx Keywords: Breastfeeding Breastfeeding support group Public Health Nurse Community Irish A B S T R A C T Background: Breastfeeding rates in Ireland are among the lowest in Europe. Breastfeeding groups can provide support, information, and friendship for women. However, there is little research exploring community breastfeeding groups led by Public Health Nurses providing universal maternal and child care to all postnatal mothers in the community in Ireland. Aim: The aim of this study was to explore breastfeeding women’s experiences of a Public Health Nurse led support group. Methods: A qualitative descriptive design to explore women’s experiences of a community breastfeeding support group was conducted. Data were collected using one to one interviews with breastfeeding women (n = 7) in a primary healthcare setting. Transcripts were analysed using Burnard’s thematic content analysis. Results: The overall theme identified was ‘normalising breastfeeding’ which emerged from the subthemes ‘socialising and sharing’, ‘information and support seeking’, ‘building confidence’, ‘overcoming embarrassment’, ‘negative perceptions of others’, and ‘promoting breastfeeding to others’. Discussion: Women who attended the PHN led breastfeeding support group found it to be a cocoon of ‘normality’, whereas breastfeeding was considered almost something to be ashamed of in other circumstances. Many women attributed their success with breastfeeding to the support group. Conclusion: Facilitating a sense of normalcy for breastfeeding women at individual, community and societal levels was essential in promoting breastfeeding. The community support group was influential in normalising breastfeeding for a sample of women, by minimising the potential for embarrassment, promoting social interaction and sharing, building confidence and knowledge. This buffered the effects of negative attitudes of others and personal feelings of shame. ã 2016 Australian College of Midwives. Published by Elsevier Ltd. All rights reserved. Statement of significance Problem or issue Breastfeeding rates in Ireland are low, childhood obesity is on the increase and it is predicted that Ireland will become the most obese country in Europe in 2030. One intervention known to influence breastfeeding is support groups, however, there is a lack of research on community breastfeeding support groups led by Public Health Nurses. What is already known Many women feel embarrassed or encounter negative attitudes towards breastfeeding. Breastfeeding support groups can provide social support, encouragement and confidence for breastfeeding women. What this paper adds A PHN-led support group promoted a sense of normality regarding breastfeeding and reduced embarrassment. The positive effects of the support group were linked to the social atmosphere, information sharing, and confidence building, Abbreviations: PHN, Public Health Nurse; UK, United Kingdom; UNICEF, United Nations Children’s Emergency Fund; WHO, World Health Organisation. * Corresponding author. E-mail addresses: Patricia.leahy@ucc.ie (P. Leahy-Warren), creedonmt@eircom.net (M. Creedon), 110316715@umail.ucc.ie (A. O’Mahony), Helen.mulcahy@ucc.ie (H. Mulcahy). http://dx.doi.org/10.1016/j.wombi.2016.10.002 1871-5192/ã 2016 Australian College of Midwives. Published by Elsevier Ltd. All rights reserved. Women and Birth xxx (2016) xxx–xxx G Model WOMBI 575 No. of Pages 8 Please cite this article in press as: P. Leahy-Warren, et al., Normalising breastfeeding within a formula feeding culture: An Irish qualitative study, Women Birth (2016), http://dx.doi.org/10.1016/j.wombi.2016.10.002 Contents lists available at ScienceDirect Women and Birth journal homepage: www.elsevier.com/locate/wombi