PURPOSE:
The EU Joint Action PreventNCD (2024–2027) provides a unique platform for advancing health promotion strategies across Europe. In particular, Task 6.5 promotes the implementation of the Baby-Friendly Community Health Services (BFCHS) Best Practice, expanding the WHO/UNICEF Baby-Friendly Hospital Initiative into community settings, enhancing the role of midwives and other community health professionals in supporting breastfeeding and responsive parenting. This contribution shares the experience of adapting and piloting the BFCHS Best Practice in seven countries (Greece, Italy, Lithuania, Norway, Slovenia, Spain, and Ukraine) with the objective strengthening the protection, promotion and support of breastfeeding and reducing social inequalities in health, addressing the commercial determinants of health, and promoting early childhood development as a means of preventing non-communicable diseases (NCDs).

DISCUSSION:
Led by the Italian National Institute of Health and the Norwegian Directorate of Health, Task 6.5 integrates midwifery leadership into public health systems through multidisciplinary and trans-sectoral collaboration. Pre-implementation activities—including stakeholder mapping, context analysis, and health equity audits—are ensuring contextual adaptation and long-term sustainability. The BP highlights the strategic role of midwives and other professionals as community health promoters, reinforcing their capacity through targeted training programmes delivered via an e-learning platform.

EVIDENCE WHERE RELEVANT:
Preliminary results from the implementation sites demonstrate the model’s adaptability to different health systems and sociocultural contexts. The involvement of midwives and community professionals has enhanced local ownership and cultural responsiveness, supporting more equitable access to breastfeeding-friendly environments and early-childhood care. Challenges remain in addressing the commercial determinants of health, including through the healthcare system itself.

KEY MESSAGE:
Integrating midwives as leaders, together with other key professionals, in community-based health promotion through the BFCHS not only strengthens maternal and child health services, but also contributes to strengthening the support of breastfeeding and health inequalities and preventing NCDs. The PreventNCD experience affirms the value of sharing knowledge and co-developing scalable, evidence-informed practices at European level. Poster session 1 (Group A)