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Breastfeeding texting campaign guides New York City's pregnant, new mothers

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The New York City Department of Health and Mental Hygiene has launched a new text messaging campaign that embraces breastfeeding, the department announced on Tuesday afternoon.

The campaign, titled Mobile Milk, delivers text messages between 28 weeks of pregnancy and four months after giving birth.

During pregnancy, women receive one to two messages per week giving them information and advice for preparing to breastfeed. Prenatal messages tell women to ask to have their babies in their rooms with them after birth so they can track when their babies are hungry and define exclusive breastfeeding, for example.

After delivery, mothers receive text messages three to four times per week that provide support during the first weeks and months of breastfeeding. Postpartum messages include when women's milk fully comes in and the effects of breastfeeding.

New York State law currently allows women to breastfeed in public. In May 2012, then Health Commissioner Thomas Farley launched Latch on NYC, a citywide initiative calls on city maternity hospitals to voluntarily support a mother's decision to breastfeed and curtail the promotion of infant formula.

To sign up for Mobile Milk, text "MILK" to 877877.