Decision details

Approval to award a 12 month contract for a breast feeding support app

Decision Maker: Executive Director Children and Young People (Director of Childrens Services)

Decision status: Recommendations Approved

Is Key decision?: No

Is subject to call in?: No

Purpose:

As part of the Family Hubs programme, the theme of infant feeding includes funding for a breast-feeding support app which would be accessible 24/7 for families. The proposed app offers comprehensive support to families from conception through the first two years of a
child’s life – the first 1001 days.

Decision:

RESOLVED - to award a 12 month contract to the most economically advantageous provider (Anya) to provide a breastfeeding support App.

Reasons for the decision:

Option 1 - to award a 12 month contract to the most economically advantageous provider (Anya) to provide a breastfeeding support App.
Option 2 - To not proceed with the commission of a breastfeeding support app, and have a gap in provision for digital breastfeeding support. This risk associated with this option is that Oldham initiation and sustained breastfeeding rates will likely remain below the England average. Given the health benefits of breastfeeding to mothers and babies, this was not
recommended.

Alternative options considered:

Option 2 - To not proceed with the commission of a breastfeeding support app

Other reasons / organisations consulted

None

Contact: Bruce Penhale, Head of Stronger Communities Service Email: bruce.penhale@oldham.gov.uk Email: Bruce.penhale@oldham.gov.uk.

Publication date: 02/09/2025

Date of decision: 15/08/2025

Accompanying Documents: