Breast-feeding friends Singapore

• Main Authors: Teo, Alyssa, Koh, Kiat Jiun, Kok, Yi Ning, Ezhilan, Oviyum
• Other Authors: Liew Kai Khiun
• Format: Final Year Project
• Language: English
• Published: 2016
• Subjects: DRNTU::Social sciences::Sociology::Family, marriage and women; DRNTU::Social sciences::Communication::Promotional communication::Communication campaigns
• Online Access: http://hdl.handle.net/10356/66718
• Institution: Nanyang Technological University

This paper presents Breast-Feeding Friends Singapore (BFFsg), a unique nationwide initiative aimed at creating a more inclusive public environment for breastfeeding mothers in Singapore. BFFsg is the brainchild of four final year students from Wee Kim Wee School Of Communication and Information (WKWSCI), and it aims to: (1) promote acceptance of public breastfeeding amongst Singaporeans, (2) engage and rally the support of corporates to create a supportive environment for nursing mothers, and (3) encourage mothers to embrace their right to feed their babies in whatever way is comfortable for them. In less than 5 months, BFFsg successfully enlisted over 70 cafes and restaurants in Singapore who have pledged to welcome, protect and support breastfeeding mothers. To support this initiative, it launched the BFF Finder, a one-stop platform for mothers to locate breastfeeding friendly places while on-the-go. BFFsg has also organised a total of 4 events, with more to come in the future, to engage nursing mothers and to raise awareness of the BFF Finder. Through various online educational content, public roadshows and pledge drives, the team has also engaged and educated members of the public on how they can better support breastfeeding mothers. This paper highlights the needs and challenges of breastfeeding mothers that propelled the conceptualisation of the campaign. It also details the campaign objectives, strategy, tactics and results. Plans on how BFFsg can be improved and sustained are also incorporated.