The Swedish approach to infancy and early childhood consciously puts a strong emphasis on prevention and ensuring the best possible support to parents at the beginning of a child’s life, from having 100% of hospitals qualify for UNICEF baby-friendly status, through 98% of mothers initiating breastfeeding, to high levels of parenting education and support in the early years. Sweden has among the lowest rates of infant mortality and teen pregnancy in Europe. Lifetime health outcomes on measures such as deaths from circulatory disease, liver, cancer and smoking-related illnesses are strikingly better than in the UK.