Application of the Behaviour Change Wheel to Optimise Infant Feeding in Bangladeshi and Pakistani Communities in the UK: Co‐Development of the Learning About Infant Feeding Together (LIFT) Intervention

Breastfeeding rates in the UK are amongst the lowest in the world, largely driven by individual‐ and social‐level barriers. Evidence has also highlighted that cultural factors can play an important part, such as for the UK South Asian community. Although aggregated breastfeeding data indicates that initiation is high amongst the UK South Asian population, sub‐group data shows that this is substantially lower amongst people of Pakistani and Bangladeshi ethnicity. As such, culturally tailored interventions are called for. This research aimed to systematically develop an evidence‐based culturally tailored intervention to support the optimisation of infant feeding in these communities. The ‘Learning about Infant Feeding Together’ (LIFT) intervention was co‐developed by researchers, six community peer group champions, and a 3rd sector organisation supporting UK South Asian women. Development was guided by the REPLACE approach (a framework for the development of culturally specific community‐based interventions) and the Behaviour Change Wheel (a framework for describing, designing and evaluating behaviour change strategies). It involved three co‐development intervention workshops as part of a rigorous systematic intervention development approach. A culturally tailored intervention incorporating nine behaviour change techniques was produced. The intervention aims to increase breastfeeding by targeting six infant feeding behaviours identified as important, changeable and pertinent to the communities involved. The final intervention includes posters, leaflets, and an animation. The transparent reporting of intervention content and the approach taken to development will support the growth of evidence‐based practice in the field of infant feeding.