Jenny Frost seeks friends for her breasts

Jenny Frost - you'll recall her from such initiatives as that attempt to send Atomic Kitten back to number one early in the Capital Of Culture year - is pushing a campaign to encourage young mothers to breastfeed their babies. She's backing the Breast Buddy scheme, which:

hopes to encourage young mothers in Liverpool to nominate a buddy from their circle of friends and family, to provide practical and emotional support while they breastfeed.

We think by "providing practical support" while mothers breastfeed they don't mean literally.

It sounds like a worthy idea, although we're not entirely clear why you wouldn't just ask one of your mates for a hand rather than go through this bizarre buddying scheme:

Mums-to-be can register for the Breast Buddy initiative by texting BUDDY to 60022.

They will receive a Breast Buddy pack which will also include a text number for them to give to their nominated buddy, so they can receive texts of encouragement to help their friend with breastfeeding.

We're sure that the Echo must have horribly mangled that sentence - presumably the friend to text support to the mothers while they're breastfeeding rather than the other way round? And what exactly would you put into a text encouraging a breastfeeding mother? You Suckle?

Still, it is a great idea. Jenny is presumably texting encouragement to former colleague Kerry Katona as we speak ("try the other one, it might not have so much gin in it.")