The 26th year · National Breastfeeding Week
The Breastfeeding Challenge
Families gathering to be counted breastfeeding together, at sites in their own communities or online.
- October 1–7, 2026
- National Breastfeeding Week
- Any day, any time
- Hosts choose what suits them
- In person or virtual
- Canada and beyond
- 21 sites registered
- Find one near you
Registration is open
Join us for the 26th annual Breastfeeding Challenge. Whether you're hosting a site or joining an existing one, we'd love to have you take part.
Sites can run on any day between October 1 and 7, during National Breastfeeding Week. If you're hosting, you choose the day and time that suits your community — and if you're joining, check the site's own listing for when it's happening.
About the Challenge
The Breastfeeding Challenge is an annual global event celebrating breastfeeding during National Breastfeeding Week, held across October 1–7. Each site picks its own day and time within that week, and every breastfeeding baby present at the appointed hour is counted. The 2026 event marks the challenge's 26th annual year of operation.
The challenge aims to determine which geographic area has the highest percentage of breastfeeding babies relative to birthrate on a selected day in early October. The event works to "celebrate breastfeeding and milk-banking" while providing "education and peer support done in a fun social way."
How It Works
Participants can host challenges at hospitals, health units, or other venues, either in-person or virtually. Every breastfeeding child counts toward final participation numbers.
"Every baby who is breastfed and every mother who breastfeeds wins" — we prioritize support for women's breastfeeding goals over competitive rankings.
Our History
The challenge began in 2001 in British Columbia with 856 babies at 26 sites. By 2016, participation had grown to over 4,000 children across six countries, with continued global expansion.
856 babies, 26 sites (British Columbia)
4,000+ children, 6 countries
26th year, continued global expansion