A woman gives birth to a baby and starts nursing her little one. She knows she can breastfeed her child anywhere and anytime but feels a bit apprehensive going out that first time.
She has never nursed her baby in a public space and is unsure of reactions around her. She has heard of so many stories of mothers who have felt challenged nursing their children in public.
This is a common occurrence and some women continue to feel uncomfortable breastfeeding their children in public even though the law states that a mother can nurse her child anywhere and anytime. It is also one of the most cited reasons why women stop breastfeeding their children early.
LatchOn is a new non-profit initiative to help families who need to nurse their child while out and about by mobilising community support, increasing awareness, as well as providing access to safe, sanitary places where mothers can breastfeed away from home.
LatchOn provides a straightforward solution that connects mothers to local establishments that provide friendly nursing spaces. Using a simple system, LatchOn identifies available facilities and then communicates its support through a sticker at the establishment’s entrance.
All LatchOn-approved establishments must make a minimum commitment to having well-mannered and educated staff members who understand that mothers have a legal right to breastfeed in a public space and providing a comfortable, sanitary place to do so.
LatchOn fills an important need for nursing mothers, whether they feel contented or not nursing in public. This simple system efficiently matches mothers’ preferences with what businesses are willing to offer.
Breastfeeding is a public issue that has a tremendous impact on public health and the economy. It provides important and beneficial nutrients for babies, as well as long and short-term benefits to mothers.
Thus LatchOn helps mothers to continue providing the advantages for themselves and their babies while addressing the stigma and embarrassment that challenge them.
When it comes to local businesses and establishments, having a child-friendly retailer will lead to increasing revenue for a particular establishment while also enjoying LatchOn’s free online and offline marketing strategies.
While there are many who benefit from increased breastfeeding rates and duration, the primary beneficiaries of LatchOn are mothers and business owners.
LatchOn focuses on three outcomes it hopes to achieve:
Engaging the local community in supporting mothers;
Seeing an increase in both breastfeeding rates and duration;
Encouraging more mothers to breastfeed their babies and feel supported by their community in their choice to do so.
Parents need to look out for the LatchOn sticker to know that the place is breastfeeding-friendly.
They can also get to know which establishments form part of the initiative by joining the Facebook page and visiting the Breastfeeding Matters website.
Forming part of the LatchOn initiative is free.
Melissa Bugeja is a certified breastfeeding counsellor. Having breastfed her two children into early childhood, she helps mothers through courses, workshops, support groups and home visits. She is also the founder of the LatchOn initiative. You can find her at www.breastfeedingmatters.net and on Facebook at https://www.facebook.com/groups/breastfeedingmatters/ .