World Breastfeeding Week is celebrated every year in the first week of August, championed by WHO, UNICEF, Ministries of Health and civil society partners around the globe. It’s a time to recognise breastfeeding as a powerful foundation for lifelong health, development, and equity. Under the banner of WHO’s ongoing Healthy Beginnings, Hopeful Futures campaign, World Breastfeeding Week will shine a particular spotlight on the ongoing support women and babies need from the healthcare system through their breastfeeding journey. This means ensuring every mother has access to the support and information she needs to breastfeed as long as she wishes to do so - by investing in skilled breastfeeding counselling, enforcing the International Code of Marketing of Breast-milk Substitutes, and creating environments—at home, in healthcare, and at work—that support and empower women. This isn’t just about doing what’s right—it’s also smart economics. Breastfeeding delivers a hopeful future not only for children, but for societies. It reduces healthcare costs, boosts cognitive development, strengthens economies, and sets children up with healthy beginnings.