In a culture where natural products and pure, unprocessed foods are considered to be the ideal, why is it that something as instinctive as breastfeeding in public is viewed by some as abnormal, embarrassing and even uncivilised?

A group of mothers from the south east teamed up with Sure Start , a charity set up to promote the best possible start in life for children. They set out to change this perception and created a calendar showing breastfeeding in high profile areas in the Southend area.

Terry Fulton, Sure Start’s antenatal public health practitioner says: “Mums breastfeeding in public has become a socially stigmatised idea which is so far from the truth.”

“We decided to make the calendar to turn breastfeeding into a completely everyday thing and bring back a sense of normality to it.”

Terry continues: “The mums involved in the calendar had all experienced situations where they were made to feel uncomfortable, just because they wanted to feed their child.”

Carol Steff, programme manager for the Sure Start campaign explains: “The key concept for the calendar was to increase the profile of breastfeeding and show just how very natural it is.”

“To do this we made the photos fun and lively and included women of all ages. We are aware that, nationwide, there is a decrease in the amount of teenagers who breastfeed, but in the south east the figures are quite high.”

Breastfeeding is believed to have many benefits, from giving babies essential nutrients that may not be found in formulas to instilling a bond between mother and baby.

However, research shows that although many mothers start out by breastfeeding, the number drops significantly when babies are around two weeks old.

This generally coincides with a mother’s first experience of ‘public’ breastfeeding.

Terry goes on to say: “I know people can feel uncomfortable around breastfeeding women, but they are just following their maternal instincts to feed their child. How anyone could be against this is amazing.”

The photographs included in the calendar were taken in some of the most recognisable sites in the Essex including Southend United Roots Hall Stadium, Southend Central Library, Southend High Street and Adventure Island. The calendar uses these highly recognisable locations to demonstrate that breastfeeding discreetly in a prominent public place is nothing to be embarrassed about.

“We tried to take the photos as subtly as possible, so that we could show how breastfeeding doesn’t have to disrupt anyone’s daily life,” says Terry.

She goes on to say that they were refused permission to take photographs in a couple of areas, although she won’t disclose details of the organisations involved.

“I’m not going to name them; all I can say is that they considered that it could be a potential problem for their customers, which was a shame. However, we did send them information on proposed legislation which will fine businesses who refuse women the right to breastfeed.”

There has already been a lot of media attention generated by the Sure Start campaign, with many copies of the calendar already being sold.

Other publicity campaigns used to promote breastfeeding by the organisation, generally during Breastfeeding Week in May, included an event earlier in the year where they broke a record for the amount of breastfeeding mothers they could get into Utopia Café in Southend.

“That definitely was one of our wackier ideas, but it was fun,” laughs Terry.