Breastfeed with confidence
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Breastfeed Here with Confidence Scheme - Sign Up

The Breastfeed Here with Confidence Badge scheme is an initiative that makes it easier for mums to recognise places where they can breastfeed their baby in public.

Why breastfeeding mums need support

Breastfeeding is very important to the health of both mother and baby. Mothers who breastfeed are at less risk of breast and ovarian cancer. Breastfed babies are less likely to suffer from infections and allergies, and are also less likely to develop childhood diabetes and obesity.

The UK has one of the lowest breastfeeding rates in Europe. Although 81% of new mums start off breastfeeding, by 6 months, this has fallen to just 34%. Both the NHS and Unicef list embarrassment at feeding in public as a major barrier to breastfeeding. While the co-founders of the Bshirt are thrilled that 83% of their customers feel more confident feeding in front of others while wearing their Bshirts, they wanted to do more to help empower women. They are sponsoring the Breastfeed HERE with Confidence Badge so that breastfeeding mothers can immediately know which establishments in their area support breastfeeding.

Why your business should get involved

Joining the scheme will encourage breastfeeding mums and their friends to visit your establishment. This not only benefits your business but helps to normailse breastfeeding and to help mums and their babies to gain the valuable benefits of doing so.

If your business joins the scheme, it will be listed on this website so parents can find it.

By Joining you Pledge to:

  1. Never ask a breastfeeding mother to stop, move, cover up or leave the premises
  2. Never suggest a breastfeeding mother might be more comfortable in an out of sight area of the premises 
  3. Respond to a customer/service user of the business/establishment who complains about a breastfeeding woman by explaining that breastfeeding in public is her legal right as of 2010
  4. Ensure all staff members will be aware of the scheme and be supportive of breastfeeding mums in accordance with pledges 1-3
  5. Display the Breastfeeding Here with Confidence badge in a prominent window located near to the entrance in full view

I want to join the Breastfeed Here with Confidence scheme

  1. A senior member of your business will need to state that your business will adhere to the pledges by completing the online registration form.
  2. The Bshirt will issue you your window decal badge
  3. Your business will be added to the list of premises participating in the scheme and published on this website.

Please fill in the registration form below.