Pippeta, the brand behind award-winning hands-free breast pumps, this week invited mothers from around the world to share their breastfeeding moments on social media using the hashtag #BreastfeedingBeauties. This collective effort aims to create a supportive online community that normalises and celebrates breastfeeding in public.

The activity was championed by TV personality and breastfeeding advocate Ferne McCann, who has openly discussed her breastfeeding journey; together with speaker and social media influencer, Danielle Facey, AKA The Breastfeeding Mentor.

The movement is designed to facilitate solidarity and support, so women feel comfortable to breastfeed whenever and wherever they need to.

Pippeta Founder, Aimee Cestrone commented: “Women want to feel comfortable when breastfeeding in a public space. But worries about being judged and embarrassment around breastfeeding when out and about, have been cited as a reason to only breastfeed for a short time, or not at all.

“Being a mum is all kinds of wonderful but can also be hard – emotionally, physically and financially! There are countless joys, but also stresses and strains which can take a toll on new parents, and we feel that the most basic of necessities – feeding – should not be one of those stresses.”

Commenting further on the campaign, Danielle Facey says: “As a brand, Pippeta shares my personal mission to empower and support breastfeeding mothers to thrive on their nursing and pumping journeys. “In a society that often makes new mums feel uncomfortable about feeding babies in public, making mums feel as though they should ‘cover up’ or even go into the toilets to feed, Pippeta believes that breast-milk-feeding should be supported and made as easy as possible. Together, this Breastfeeding in Public Day, we want to make a stand for change.”