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Funding None declared.
Competing interests IL is a trustee of a small charity providing community breastfeeding support (Oxfordshire Breastfeeding Support).
Provenance and peer review Commissioned; internally peer reviewed.
Correction notice This paper has been amended since it was published Online First. There are 2 companion papers to go with this article and they have now been added. To access them click on the links in the gutter of the first page.