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Objective: To explore the perceptions, understandings, and experiences of maternity service staff toward the World Health Organization/United Nations Children's Fund (WHO/UNICEF) Baby Friendly Hospital Initiative (BFHI) and its implementation in the Neonatal Intensive Care Unit (NICU).

Design: An exploratory study using naturalistic methods of inquiry.

Setting: Participants were recruited from a total of four Australian metropolitan maternity hospitals of which two included a NICU. Focus groups and individual interviews were undertaken in the participants' choice of location, usually hospital.

Participants: Forty‐seven participants included nursing and midwifery staff and one pediatrician.

Methods: Data from focus groups and interviews were transcribed and thematic analysis used to identify themes related to implementation and perceptions of staff regarding BFHI.

Results: Major themes identified focused on …