Women have a right to breastfeed anywhere, anytime.

Help us make Australia more BreastFeeding Friendly

A mum's right to breastfeed in public is protected by Australian law. Yet the reality is that many mums are still met with judgement, criticism and discomfort when breastfeeding or breast pumping in public spaces.

We led a survey to better understand the impact of this issue and the message was clear: Australian women need more BreastFeeding Friendly spaces.

Become a BFF space and help us protect a mum's right to breastfeed or breast pump wherever they need to. Together, we can empower new mums to feel comfortable and safe when performing one of life's greatest miracles.

A mum's right to breastfeed in public is protected by Australian law. Yet the reality is that many mums are still met with judgement, criticism and discomfort when breastfeeding or breast pumping in public spaces.

We led a survey to better understand the impact of this issue and the message was clear: Australian women need more BreastFeeding Friendly spaces.

Help us make Australia more BreastFeeding Friendly

Join our movement

Become a BFF space and help us protect a mum's right to breastfeed or breast pump wherever they need to. Together, we can empower new mums to feel comfortable and safe when performing one of life's greatest miracles.

bff logo illustration
mother holding a baby in lap
a mother is breastfeeding her baby
The movement
The research
How to get involved

The movement

We're calling upon you to pledge your BFF business! Display a window decal to welcome breastfeeding or pumping mums into your judgement-free space. Or you can let your community know you're a BFF business with our social assets, just drop in your logo! Register your business to receive a campaign pack.

Here are some businesses that have joined us so far:

King St and Enmore Road Branches

Dorrigo Branch

Bilgola and Narrabeen Branches

Mosman, Brookvale and Manly Branches

Kids Club Early Childhood Learning Centres and Kids Club Montessori Highfields

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Register your business
See more
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The research

In Australia, breastfeeding is a part of motherhood for the majority of women. We surveyed 332 Aussie mums between the ages of 18-44 who had breastfed in the last 3 years. Here's what we found:

72% said social commentary was one of their biggest barriers to breastfeeding in public
85% Illustration
of women have breastfed or breast pumped in public
2 in 3 Illustration
nursing mums have had negative experiences breastfeeding in public
only 35 illustration
feel that the Australian Federal Law to protect the right to breastfeed is always upheld

Real stories told by real mothers

“People looked at me weird, and made me feel ashamed of myself.”
“I felt as though a lot of people would stare and it was made into an environment that was uncomfortable.”
“I felt shy and a little like I was doing something controversial.”
“I have had funny looks and been stared at occasionally. I have been made to feel a bit uncomfortable.”
“I felt judged and embarrassed at the negative reaction by some people.”
“Someone told me that I should go to the toilets to feed my twins.”
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What women want to see done differently

We found that the majority of mums want to be able to breastfeed in public, peacefully and without criticism.

94% illustration
of these women said that if there were designated safe spaces to breastfeed in public, they would use them
92% illustration
said that they would be more likely to breastfeed or pump in public if they saw more women doing so
We need to normalise breastfeeding in public
and Australian women believe education and dedicated breastfeeding friendly spaces are two crucial, yet missing pieces of the puzzle.
32%
believe educational resources would help change how society views breastfeeding in public, followed by having dedicated public safe spaces (28%)
94% illustration
of women say that if there were designated safe spaces to breastfeed in public, they would use them
92% illustration
would be more likely to breastfeed or pump in public if they saw more women doing so
We need to normalise breastfeeding in public
and Australian women believe education and dedicated breastfeeding friendly spaces are two crucial, yet missing pieces of the puzzle.
32%
believe educational resources would help change how society views breastfeeding in public, followed by having dedicated public safe spaces (28%).
BFF 3 cubes
“Breastfeeding, in general, is not as easy as it seems, so anything that can make it easier is a good thing. Perhaps more businesses could display signs saying they welcome it.”
“More signs advertising that breastfeeding is natural.”
“I think it would be great to see more about this in general, more imagery, more support, more conversation.”
“Make it more known that it is a protected right and it's not sexualised.”
“A LOT more support from businesses.”
“People need to realise that breastfeeding is no different than giving a baby a bottle in public. All babies need to be fed.”
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entrance in bff room

How to become a BFF space

1
Join the movement
Register your business here to be included in our wall of BFFs! And we will send you your display decal to place in your window or on a wall.
2
Spread the word
You’ll be emailed a social media kit, including BFF templates to share with your community.
3
Inspire your community
We've developed a helpful one-pager that includes the why, the how and the who to help your business implement BFF practices in your space.
Register now

Not a business but want to get involved?

Share the movement on socials and spread the word

FAQs

What is a breastfeeding friendly space?

It is a business or venue that provides a safe, judgement-free space for women to breastfeed or breast pump in public.

Is public breastfeeding legal in Australia?

Yes, a mother has a right to breastfeed their baby wherever they are. This right is legally supported through the Sex Discrimination Act 1984.

Where is the best place to breastfeed in public?

Somewhere that is comfortable, spacious and clean to keep mum and bub as safe as possible.

Can you breastfeed in cafes?

Yes, a mother can breastfeed anywhere and at any time regardless of food and drinks being served.

Do the same rules apply for breast pumping?

Yes, your rights to breast pump are also protected under the Sex Discrimination Act 1984.

Does Kin offer any products for breastfeeding?

Yes, we offer a range of products to support women in their breastfeeding journey including absorbable Breast Pads and soothing Nipple Balm

Need more support?
Email us

Check out our BreastFeeding Friendly blog

Cracked nipples to breast milk colours: A complete guide to breastfeeding
Everything you need to know about the breastfeeding journey.
18
min read
Can you take a probiotic while breastfeeding?
Fuel your body with everything you need to look after you, so you can look after your baby.
6
min read
What actually is a milk bleb?
Experiencing milk blebs is extremely common when breastfeeding.
6
min read
How to diagnose and treat a blocked milk duct
Roughly two-thirds of women experience plugged ducts at some point in their breastfeeding experience.
6
min read
Find out more
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References

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