Tommee Tippee: Breastalia, 1

As World Breastfeeding Week (August 1-7) kicks off, Melbourne mums have descended upon a Collingwood block to normalise feeding by taking photos in front of a bold new mural unveiled today on Johnston Street depicting a raw portrayal of women breastfeeding and pumping in public. Commissioned by global infant accessories brand, Tommee Tippee in partnership with local Melbourne artist, Caroline Lejeune, 'Breastralia' is a larger than life uncensored artwork which aims to spotlight a rarely celebrated yet common reality of being a new mum. By putting women at the fore on one of Melbourne's busiest inner city streets, the piece aims to transform how society speaks to mothers. The ‘stop you in your tracks’ 15 metre-long artwork is in response to research undertaken by Tommee Tippee among new mums which demonstrated that three in four women (74%) feel overlooked and two thirds (66%) think that society talks down to them as a new mum. What’s more, one in two Australian mums said that feeding has negatively impacted their self confidence (46%). Even though it’s illegal to discriminate against someone for breastfeeding, a study in the UK revealed that six out of 10 mothers take steps to hide it in public. Supported by recently new mum, advocate and former WAFL player Moana Hope and her wife Isabella Carlstrom alongside leading industry expert Midwife Cath (qualified nurse, midwife and maternal & child health nurse), the piece features two women in their natural feeding state baring breasts, nipples and all as one woman feeds her four-month-old and the other woman her 18-month-old.