Feel Free to Feed
Tue, Jan 6 2009

Mothers Direct, My Child magazine, Nursingwear and the Australian Breastfeeding Association invite you to join our campaign and support breastfeeding mothers at home, in public and in the workplace.

The Campaign
Some women find breastfeeding easy. For others it is something that needs to be learnt, mastered and practised in a supportive environment. Whatever a woman’s experience, having their workplace and community assist them in feeling free to feed may be the difference between continuing for as long as they would like and giving up because it’s all too hard.

Mothers Direct, My Child magazine, Nursingwear and the Australian Breastfeeding Association aim to support three key initiatives:

Breastfeeding Welcome Here A free sticker kit for businesses and organisations to display their welcoming attitude to breastfeeding. The kits are awarded to businesses that have a welcoming attitude from staff and management, a smoke-free environment and room to move a pram. Breastfeeding Welcome Here businesses are featured on the Australian Breastfeeding Association website. Visit the website or phone 03 9885 0855 for further information on obtaining a kit.


Breastfeeding Friendly Workplace Accreditation (BFWA) Employers can show they support a family-friendly work culture. With 44 percent of mothers returning to work within the first 12 months of their baby’s life, Breastfeeding Friendly Workplace Accreditation recognises and promotes best practice in meeting the needs of breastfeeding mothers in paid work. Not only does this help mothers and babies, it makes good business sense. For more information, visit the BFWA website.


Baby Friendly Health Initiative (BFHI) This international project aims to give every baby the best start in life, starting with a healthcare environment where breastfeeding is the norm and mothers and babies are supported. The BFHI Ten Steps To Successful Breastfeeding are the global standard by which health services are assessed and accredited. Go to bfhi.org.au to find out more.
The Feel Free To Feed campaign has been running since World Breastfeeding Week in August 2007 and will continue until August 2009.

In 2007/08 mums were asked to write in and tell their stories of breastfeeding in public. The best of these were published in the Summer, Autumn and Winter issues of My Child magazine and the winner was announced in the Spring 2008 issue. Visit mychildmagazine.com.au to read the winning stories.

In 2008/09 the campaign will be concentrating on breastfeeding friendly workplaces.


Who are Mothers Direct's partners?
Nursingwear
A website devoted to providing high-quality, value-for-money clothing that gives you the freedom to breastfeed your baby comfortably and elegantly – at home or in public. Visit nursingwear.com.au.

My Child
Australia’s first truly stylish and informative parenting, health and lifestyle magazine. Beautifully designed and written, My Child helps parents know what to expect from conception and pregnancy through to the birth of their child and the first five years of parenting. Visit mychildmagazine.com.au .

Australian Breastfeeding Association
Championing the promotion and protection of breastfeeding, the ABA gives support from trained breastfeeding counsellors who are mothers to other breastfeeding mums. Visit www.breastfeeding.asn.au .