#Ittasteslikelove aims to normalise breastfeeding and encourage parents, employers, communities, and authorities that women should empowered and emboldened to nurse however, wherever and whenver they need to. At its core this is a women's rights mission - to ensure equality from the outset.
We all know breastfeeding is a good thing – the World Health Organisation (WHO) says so, UNICEF says so, international policymakers say so, governments say so. Women are expected to do it, and to do it for longer - but at every level they are effectively being set up to fail.
Normalising breastfeeding means ensuring mothers are comfortable nursing in public but it also means ensuring authorities put in place legislation that enables mothers to meet breastfeeding targets and hold companies to account that flout them.
It means ensuring employers provide better maternity provisions, safe pumping environments and foster tolerant workplaces. It means ensuring communities respect women and their right to choose what to do with their bodies. It means prioritising maternal well-being over imagined offence and it means raising the next generation to see the female form as more than something useful to sell or seduce. It means addressing inequality in healthcare and investing in proper help for all new mothers regardless of race or wealth.
Normalising breastfeeding saves lives
Normalising breastfeeding so that all infants are nursed to WHO's six month recommendation will save the lives of 800,000 children and some $300 billion in healthcare costs worldwide EVERY SINGLE YEAR. It will mean 20,000 more women a year will survive breast cancer. It will mean lower SIDS rates. It will mean many children, particularly in area where easy access to medicine is more difficult, will have improved immunological support. *
Or as UNICEF says: "Breastfeeding is among the most effective ways to protect maternal and child health and promote healthy growth and optimal development in early childhood. Empowering and enabling women to breastfeed should be at the heart of countries’ efforts to keep every child alive and to build healthy, smart and productive societies."
It's time to change the conversation
We are led by science and make a point of highlighting and sharing all the scientific research and evidence in evolutionary biology that underlines our position, and make a commitment to take a stand against fake news and properly source all our information.
We’ve opened our blog up to women across Hong Kong, who are now sharing experiences from nursing premature babies to breastfeeding and the coronavirus - all with the aim that the more visible, and accessible this topic is, the more things will change.
The campaign makes a point of working with global news media to address the difficult issues in relation to breastfeeding - race, mysogyny, sexism, institutional barriers, environmental impacts of animal-derived mils, and the dirty tactics of the formula industry.
This website is dedicated to bringing breastfeeding out of the shadows and into the light
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