Elena Rossi was recognised for services to the community in Swindon and Wiltshire, following years of work supporting families through breastfeeding challenges in hospital and community settings.
Speaking after receiving the news, Rossi said the honour came as a shock.
“I didn’t know I’d been nominated at all,” Rossi said. “It was a complete surprise. I’m grateful for the recognition, but this work has always been about the families and the team of volunteers who show up week after week.”
One of the nominations for Rossi’s honour was made in 2021 by Cllr Fay Howard, currently Mayor of Swindon, but when she was a ward councillor she recognised the long-term impact of her work supporting families. Cllr Howard said:
“As someone who has worked in public health for years as a nurse, I know the importance of breastfeeding for both mothers and children. Elena’s work has made a real difference to families across Swindon over many years, often quietly and without expectation of any recognition. I’m delighted to see her contribution formally recognised.”
Rossi qualified as an NCT (National Childbirth Trust) breastfeeding counsellor in 2006 and began running local community breastfeeding groups in Swindon soon afterwards.
As demand grew, she trained peer supporters to help deliver sessions and later identified a lack of dedicated breastfeeding support on maternity wards.
“Breasfeeding voluntary support at the hospital wasn’t happening at the time and I was the first in the role” she said. “I ended up volunteering on the maternity ward every week, and then training other volunteers to come in too. Midwives often don’t have the time to sit with a mother, and that’s where trained volunteers can really help, just giving that space and support.”
At the peak of her involvement, Rossi estimates she was volunteering up to fifteen hours a week, combining hospital shifts, community groups and one-to-one support for mothers.
Originally from Italy, she said her own experiences as a new parent played a key role in her decision to volunteer.
“That sense of not being alone, of other mothers struggling together, was incredibly powerful,” she said. “I remember leaving thinking, this is what I want to give back.”
Rossi added that settling in Swindon as an immigrant family encouraged her to contribute locally.
“We settled here and felt welcomed. This was my way of giving something back, and at the same time becoming embedded in the community.”
She also highlighted the pressures facing new mothers in the days following birth, particularly where labour involves medical intervention.
“If the baby doesn’t latch, mothers often don’t know what to do,” she said. “Those early days are critical for milk supply and confidence. Sometimes it’s just about being there and saying, try this, let’s give it time.”
Rossi stressed that breastfeeding support should never be about judgement.
“I don’t want to tell women they should breastfeed,” she said. “I want to support women to do the breastfeeding they want to do, and also to support women who choose to stop, or who bottle-feed, in a way that still creates bonding and enjoyment for the baby.”
Despite long-standing services being available locally, Rossi said many families are still unaware of the help on offer.
“I still meet women who say, ‘I didn’t know there was support,’ even though it’s been there for years,” she said. “When families reach out, there are people who will gladly give their time and support. That’s the important message, help is there and you’re not alone.”
She hopes the award will help raise awareness of breastfeeding support and encourage others to volunteer, particularly within hospital settings.
“This is teamwork. My name might be on the award, but it belongs to everyone running groups, supporting mothers, and giving their time,” she said.
Parents seeking local help are encouraged to contact Swindon Breastmates for advice and support.
Rossi’s British Empire Medal will be formally presented later this year.
