Observed each August, Breastfeeding Awareness Month provides an opportunity to recognize the impact breastfeeding can have on the health and well-being of infants and mothers. While breastfeeding research is often observational, the evidence shows important associations between breastfeeding and improved health outcomes. Breastfeeding challenges are common, especially in the first few weeks, and do not mean parents are doing something wrong. Q: What message would you like to share with new and expectant parents during Breastfeeding Awareness Month? Most important, breastfeeding is not a measure of a parent’s love or success.