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Telford & Wrekin Council will be running their own campaign called “It’s Only Natural,” which aims to address negative public attitudes towards breastfeeding in public places.

Mothers and fathers, owners and managers of premises and businesses are being asked to show their support by posting photographs of themselves on social media holding up a card with any of these messages: “We welcome breast feeding”, “I breast fed”, “I breast feed”, “I support breast feeding” and “My partner breast fed” using the hashtag “#itsonlynatural”

Councillor Arnold England, Cabinet Member for Communities, Health & Wellbeing, said: “In the last year, the percentage of infants aged six to eight weeks being breastfed in Telford and Wrekin has improved, but it’s still below the national average.

“We know that breastfeeding gives children the best possible start in life. The benefits include; increased protection for the baby from infections and diseases, health benefits for the mum and the strong emotional bond that is built between a mother and her baby. But public attitudes towards breastfeeding make many mothers feel uncomfortable about feeding their baby.

“Through this campaign we want everyone to remember ‘It’s Only Natural’ to breastfeed and mums should feel more comfortable about breastfeeding, including in public places.”

Lesley Reynolds, Infant feeding coordinator, said: “This allows everyone to join in supporting breastfeeding whatever their personal background. It is all about helping women to feel welcome to breastfeed everywhere. After all, ‘it’s only natural.”

Download your own card and post your picture on Twitter or Facebook using the hashtag #itsonlynatural.