IT might seem like the most natural thing in the world, but breast feeding can be painful, embarrassing and difficult to do.

That's why many women opt to bottle feed their babies, often at the expense of their own and their child's health.

But since the South East Essex Primary Care Trust (PCT) introduced a project which got experienced mothers to offer advice and guidance to new ones, the rates of breast feeding in Southend have massively increased.

"Some people think it's going to be embarrassing and they find it hard," says Pauline Hammond, from the Children's Services for South East Essex PCT.

"And there is a culture of bottle feeding. If you were bottle fed as a child, you are likely to bottle feed your own baby."

But it's the health implications of swapping from breast to bottle that forced the Government to set up projects that would encourage women back into the traditional practice.

"People don't realise how many health benefits are associated with breast feeding," says Pauline.

"It helps fight obesity in the child when it's older and the mother and can combat future heart problems for the child."

Pauline now runs 14 week courses for women who want to become a volunteer and offer advice and support to new mothers. At the end of the course they receive a certificate and this year 22 women passed.

"We teach them how to overcome the breastfeeding issues, and then how to communicate that to other people," she says.

"They'll then offer support to those who need it in hospitals, at support groups or at the mum's home."

The idea is a successful one.

"Since we started this, the rates of breastfeeding in Southend has shot up," says Pauline.

"Southend now has a higher percentage of breast feeding parents than Basildon or Castle Point."

It's not just ordinary women who can sign up to be a volunteer either.

Nichola King, 32, from Southend, is a children's nurse at Southend Hospital. She trained on the course last year and is now the first point of call for any new mothers finding breast feeding hard.

"When I had my own children, I realised how difficult it was," she says.

"I realised I didn't have any support and that it would have been really useful to have someone to talk to."

When Nichola's at work she will have a chat with new mothers and offers to call them when they're back home to see how they're coping.

"A lot of women don't quite understand how tough it can be," she says.

"And the support has helped many of them stick to breast feeding. I've had a lot of letters from women thanking me for my help."

Although Michelle Wade, 30, has just given birth to her fifth child, she still relies on support from the volunteers.

"I found out about the group through some friends at church and before that I didn't know anyone who had breast fed before," she says.

"And because I have a weight problem, I wanted to makesure my children had the very best start they could get. Obesity starts at birth afterall so breast feeding is crucial to combating that."

Baby is only four days old so is currently feeding every hour or so.

"At the moment it's very tiring," explains Michelle.

"You have to eat a lot! It can be difficult and it's just knowing how it all works that helps a lot. If she's feeding more frequently, we can call someone up and they'll explain why. I can just call someone or drop in. It's great."