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Feel Free to Feed

Nursingwear, Mothers Direct, My Child Magazine and the Australian Breastfeeding Association have launched a campaign called Feel Free to Feed aimed at supporting breastfeeding mothers at home, in public and in the workplace.

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.

Nursingwear, Mothers Direct, My Child magazine 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 www.breastfeeding.asn.au. 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 or find out more information at the Australian Breastfeeding Association.

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 www.bfhi.org.au to find out more.

For more information about the campaign and how to join it to stand a chance of winning some great prizes, please visit www.nursingwear.com.au. Nursingwear has the largest selection of breastfeeding clothes in Australia and is committed to supporting breastfeeding mums in their communities by helping to raise the public profile of breastfeeding and thereby helping to cultivate an environment in which Australian mums can feel confident breastfeeding in public.

Join the Feel Free to Feed
Breastfeeding Campaign and WIN!

Visit www.nursingwear.com.au for more information.

Release Date: 31st July 2007

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