Kin’s BFF Movement
Brief:
Breastfeeding Awareness Week occurs every year from 1-7 August.
As Kin supports postpartum mothers and sells breastfeeding products to help them with this journey, we’d like to use this week as an opportunity to transform the state of breastfeeding awareness and safety for women.
Insight:
A woman's right to breastfeed 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.
Campaign:
Become a BFF (BreastFeeding Friendly) space and help us protect a mum's right to breastfeed or breast pump wherever, and whenever, they need to. Together, we can empower new mums to feel comfortable and safe when performing one of life's greatest miracles.
Manifesto:
Breastfeeding is a right, not a privilege.
It’s a natural miracle that should be praised, not shamed.
An unbreakable bond between mum and bub that forms the foundation of life as we know it.
It’s a circle of life that we’ve all experienced.
So why, in our progressive and modern world, are we still shaming women for breastfeeding in public?
Introducing the BFF movement by Kin, an inclusive and progressive initiative that encourages our society to be BreastFeeding Friendly.
