Businesses across Australia are taking part in a movement to help breastfeeding mothers pump or feed their babies in public.
Signs have been displayed on shop windows, labelling the business BreastFeeding Friendly (BFF).
The sticker reads: “Our space is BFF Breastfeeding Friendly”, to let mums know their space is a safe and judgement-free place to nurse or pump.
The initiative is meant to tackle the social stigma many mums face when they breastfeed their babies in public.
The team at Kin Fertility started the BFF campaign after research found that many Aussie mums don’t feel comfortable breastfeeding in public.
Around two thirds of mothers have had negative experiences trying to breastfeed in public.
One mum said she gets weird looks that make her “feel ashamed” of herself when feeding her baby in public.
“I felt as thought a lot of people would state and it was made into an environment that was uncomfortable,” a second mother reported.
“Someone told me I should go to the toilets to feed my twins,” another recalled.
Emily Witte, owner of RESOIR hair salon in Mona Vale proudly displays her BFF decal to support the movement.
The Sydney mum said she struggled to nurse in public places for weeks.
“I suffered bad in the first 6 weeks and struggled to breastfeed in public places for many reasons so I know how mums feel,” she said.
“The amount of side streets, change rooms, and car seats I have had to breastfeed in.
“But 10 months on and I’m still breastfeeding and doing so anywhere and everywhere.
“I’m happy to be a safe space for women if they need a place to breastfeed, pump, or whatever!”
Kin Fertility Founder, Nicole Liu, is excited about the impact that the campaign could have on current and future mums, saying, “At Kin, we are all about empowering women to take charge of their reproductive health.
“We are on a mission to help protect a mum’s right to breastfeed and pump safely whenever and wherever they need to.”
News of the BFF movement is sweeping social media since its launch on July 26 with mothers and parents excited about the sign.
“Omg this is brilliant,” one woman said.
“So so grateful for this movement,” another said.
Since its BFF’s soft launch, more than 20 Australian businesses including cafes, salons, and shops, have signed up.
For any business or individual who would like to join the BFF movement visit their website.