Release date: March 8, 2017 - International Women's Day
Ethical breastfeeding brand launch campaign to improve breastfeeding rates for International Women's Day.
UK mumpreneurs are encouraging members of the public to purchase their innovative breastfeeding top, the Bshirt, with the intention that it will be donated for free to women identified as struggling with breastfeeding by Action for Children staff members.
The Bshirt are launching a campaign called Donate One where members of the public can purchase a Bshirt. A gift certificate will be sent to the South Hams Children's Centre, run by Action for Children, to be distributed by their trained staff. New mothers and breastfeeding women from all over the South Hams access the resources and support available at this centre. In this way, a new mum - who may be on the verge of giving up breastfeeding - will feel acknowledged and appreciated for her part in making our society a healthier one for the future. If a total stranger can care enough about a new mum's breastfeeding journey to support her in this way, that is a powerful message to send to women.
Lisa Lessware, co-founder of the Bshirt, says: "We feel it is essential to support mothers breastfeeding from the very start. It's not just about the individual women - it's not just her responsibility. It's up to all of us. We know the UK has some of the lowest rates in the world and that is why we developed the Bshirt."
The Bshirt is not your typical breastfeeding top - it's a vest designed to be worn under a mother's normal clothes. That means she hasn't got to buy any other breastfeeding clothes! It also keeps boobs and belly covered so she won't feel on display. The NHS and UNICEF both recognise embarrassment at feeding in public as a major barrier to breastfeeding.
Philippa Doyle, co-founder of the Bshirt, says "In our survey, 83% of women felt more confident breastfeeding in front of others while wearing their Bshirts. We are very excited about the impact we can have by empowering women to breastfeed more comfortably, more confidently and ultimately for longer. That's why we are so excited about our product - we believe we can make a real impact on breastfeeding rates!"
You can read more about the Donate One campaignhere.
Please contact Lisa or Philippa should you wish to learn more or run this story.
Lisa Lessware and Philippa Doyle, Co-Founders