This topic will discuss the promotion of breastfeeding and providing appropriate support to lactation in the context of improving maternal and child health outcomes. Exclusive breastfeeding, common challenges during breastfeeding, and ways for supporting mothers through counseling and education, as well as community-based programs, will be discussed. Evidence-based practice, workplace breastfeeding policies, and global interventions to raise breastfeeding rates will also be addressed. As part of the Public Health and Midwifery World Conference (PHMWC) 2025, this discussion will focus on equitable access to lactation support services and innovative methods to empower mothers to achieve successful breastfeeding practices.