#WBW2021 will focus on how breastfeeding contributes to the survival, health and wellbeing of all, and the imperative to protect breastfeeding worldwide. Although support at the individual level is very important, breastfeeding must be considered a public health issue that requires investment at all levels. The concept of ‘building back better’ after the COVID 19 pandemic will provide an opportunity to create a warm chain of support for breastfeeding that includes health systems, workplaces and communities at all levels of society. A warm chain of support will help build an enabling environment for breastfeeding and protect against industry influence. It is time to inform, anchor, engage and galvanise action to protect breastfeeding at all levels.