Are we finally breaking the stigma around breastfeeding in public?

Fleur East, the vibrant singer and radio host, was recently seen confidently breastfeeding her four-month-old daughter, Nova, on the London Tube. This public act of motherhood was part of Elvie’s #FreeTheFeed campaign aimed at normalising breastfeeding in public spaces. East shared her initial anxieties about public breastfeeding but stressed the importance of making it a normalised practice. She called on transport providers to support breastfeeding women more actively, highlighting the need for clear signage and supportive environments.

Breastfeeding in public has long been a topic of controversy, but is it time we changed our perspective? Fleur East’s recent public breastfeeding on the Tube is a bold step towards normalising this natural act. Partnering with Elvie’s #FreeTheFeed campaign, East aims to break the stigma surrounding public breastfeeding, advocating for more support and acceptance. This article explores her journey, the campaign’s goals, and the broader implications for public attitudes towards breastfeeding.

Breaking the Stigma

Breastfeeding in public has been a contentious issue for many years. Despite being a natural process, many mothers face criticism and discomfort when feeding their infants in public. Fleur East, a well-known singer and media personality, decided to take a stand against this stigma. On the bustling London Tube, East was seen breastfeeding her four-month-old daughter, Nova, in an act of defiance and normalisation. This event was part of the larger #FreeTheFeed campaign by Elvie, a company dedicated to supporting breastfeeding mothers.

East’s journey to public breastfeeding was not without its challenges. Like many new mothers, she experienced anxiety and fear about feeding her child in public spaces. “When I first breastfed my daughter in public, I was absolutely terrified,” East admitted. She feared judgment and unwanted attention, a sentiment shared by many breastfeeding mothers. Statistics reveal that 70% of new mothers feel uncomfortable breastfeeding in public, highlighting a significant societal issue.

The #FreeTheFeed Campaign

Elvie’s #FreeTheFeed campaign aims to create a more supportive environment for breastfeeding mothers. By encouraging public acts of breastfeeding, the campaign seeks to normalise the practice and reduce the stigma attached to it. East’s participation in the campaign is a powerful statement. She, along with other mothers, wore #FreeTheFeed badges and breastfed their children on the Tube, a public display of solidarity and defiance against societal norms.

The campaign also calls on transport providers, such as Transport for London (TfL), to implement clearer signage and supportive measures for breastfeeding mothers. East’s public breastfeeding act is not just about personal courage; it’s about pushing for systemic change to make public spaces more accommodating for breastfeeding women.

Personal Experiences and Advocacy

Fleur East’s advocacy is deeply personal. Earlier this year, she shared the story of her daughter Nova’s birth, which took place at home in her living room. The experience was both traumatic and transformative, reinforcing her commitment to motherhood and advocacy. “One day I will share my birth story with you (what a RIDE!),” East wrote, expressing gratitude to her midwives and family for their support.

Her return to public life and work, including her show on Hits Radio, is marked by a new perspective on motherhood and public advocacy. She has candidly shared her experiences, both joyful and challenging, with her audience. East believes that her daughter has inherited her strong vocal abilities, a testament to the powerful bond they share.

The Need for Change

The push for normalising public breastfeeding is not just about individual acts of courage; it’s about societal change. By supporting campaigns like #FreeTheFeed, we can create a more inclusive and supportive environment for all mothers. This includes practical measures like designated breastfeeding areas, clear signage, and a general shift in public attitudes.

Fleur East’s public act of breastfeeding is a reminder that motherhood should be supported and celebrated, not stigmatized. As we move towards a more accepting society, it’s crucial to listen to and support the voices of mothers like East who are leading the way.

Fleur East’s public breastfeeding on the London Tube is a powerful statement against the stigma surrounding breastfeeding in public. Through her participation in the #FreeTheFeed campaign, East highlights the need for societal change and greater support for breastfeeding mothers. By advocating for clearer signage and more supportive environments, East and the campaign aim to normalise breastfeeding and create a more inclusive society for all mothers.

“When I first breastfed my daughter in public, I was absolutely terrified. I was scared of getting stared at, people judging me, and if Nova made a bit of a fuss I’d be panicking about other people’s opinions.” – Fleur East

Join the movement to support breastfeeding mothers! Share your stories, advocate for change, and help normalise breastfeeding in public. Let’s create a more inclusive and supportive society for all mothers.