Launch of BFF!

This January we proudly launch the Breast-Feeding-Friends (BFF) campaign! What is the BFF campaign all about you ask? Simply put, BFF is all about creating an inclusive and supportive public environment in Singapore for breastfeeding (or pumping) mothers.

Breastfeeding is a natural and beautiful act which should be supported, not just on the individual level, but also on the societal and corporate level. However, breastfeeding in public, whether discreetly or openly, is still seen as a taboo in Singapore. Though it is generally welcomed in theory, there are few social and corporal norms that support nursing mothers. It is not uncommon for women in Singapore to experience harassment or uncomfortable situations because of breastfeeding in public.

How does BFF tackle this problem then?

BFF aims to generate awareness and create discussion on the issues faced by mothers when breastfeeding in public through social media outreach, call for online pledging, and creating a community of businesses who support breastfeeding mothers.

The BFF portal acts as a Trip Advisor of sorts for nursing mothers. It showcases the community of establishments who pledge to welcome breastfeeding/pumping mothers and protect their dignity. When heading out, mothers can access the site to search for these establishments and check out the amenities available, before deciding the plans for the day. They can also leave reviews to help establishments improve their service, or praise them. Other mothers can also benefit from these reviews.

This issue however, is not limited to just breastfeeding mothers. As it involves public spaces, all Singaporeans are also implicated. It is us, the people, who will make up the “inclusive and supportive public environment” that BFF is hoping to cultivate. Businesses do their part in taking a stand by pledging to be breastfeeding friendly, the public can do so as well by making an online pledge or by sharing our content with friends and families.

Change in public perception does not happen overnight, it may not even happen over 5 years, or 10, or 20. But we believe that every single step in the direction counts. If you believe that mothers should be able to feed their babies in public without judgement, and should be embraced with understanding and love, join us in our cause today! You can show you support in the following ways:

Own a business that uses public spaces?

Pledge to be a BFF (Breast-Feeding Friend)! All BFFs will receive a toolkit complete with decals and FAQs on how to be more breastfeeding friendly.

Want to recommend a business that you believe is aligned with our values?

  • Write to us and we’ll contact them to try and make the magic happen!

Just want to show your support?

  • Join us as a volunteer!
  • Pledge your support by hashtagging #BFFsg! In addition, look out for an exciting online pledge challenge that we have coming up in the month of February.
  • Share our articles/videos to your friends and families!

Signing off, The BFF Team

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