Improving community acceptance of breastfeeding in public: a collaborative approach

This project, conducted from 2001 to 2003, reports the results of an action research plan aimed to improve community acceptability of breastfeeding in public through the accreditation and promotion of breastfeeding-friendly venues in Australia. The Australian Breastfeeding Association (ABA) along with other breastfeeding support groups, the media, community groups and organisations have collaborated on this project to promote and distribute over 17 000 'Breastfeeding Welcome Here' kits. The strong links established with ABA and the use of their logo have assisted in promotion of the kit and enabled the initiative to be sustainable beyond the project. The identification of breastfeeding-friendly venues has provided more places for mothers to breastfeed in a welcoming environment when out of the home, while at the same time communicating to the community that breastfeeding is acceptable anywhere. Information about the national kit and how to obtain copies is located on the ABA website: www.breastfeeding.asn.au.