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.

JOIN IN TO WIN

The Feel Free To Feed campaign runs from World Breastfeeding Week in August 2007 to August 2008. We want to know all about your experiences of breastfeeding at work or in public. Have you ever felt uncomfortable feeding your baby when out and about? How have you managed to juggle breastfeeding with work? Is yours a breastfeeding-friendly community?

Tell us your story

Over the period of the campaign, mums are asked to write in and tell their stories. The best of these will be published in the Summer, Autumn and Winter issues of My Child magazine and on mychildmagazine.com.au. The writers of the three published letters from each issue will win a prize pack valued at over $450, which includes:

• Kyrawear sleep bra
• Corsierre breastfeeding top
• $150 Nursingwear voucher
• $150 Mothers Direct voucher
• Two-year My Child subscription

Breastfeeding story of the year

In World Breastfeeding Week 2008, the breastfeeding story of the year will be announced and the writer will win this great prize, valued at up to $3,640:

• Two nights’ accommodation in Sydney for two adults and a child
• Return airfares to Sydney for two adults and a child
• Makeover and photo shoot for My Child
• Photo to keep
• Dinner valued at up to $200
• Kyrawear sleep bra
• Corsierre breastfeeding top
• $500 Nursingwear voucher
• $500 Mothers Direct voucher
• Two-year My Child subscription

To enter

Write to editorial@poppetmedia.com.au or Feel Free To Feed, PO Box 1779, Rozelle NSW 2039.

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’s primary aim is to give mother-to-mother support to breastfeeding women. Visit breastfeeding.asn.au.