Empowering mums to breastfeed wherever they need to and challenging outdated and unhelpful attitudes that still exist in sections of our society.

PHA breastfeeding2

The Challenge

Breastfeeding rates in NI are historically low. Outdated attitudes towards feeding (especially public feeding) were a huge part of the problem. But breastfeeding has important health benefits for both mums and babies.

PHA breastfeeding 6 sheet
PHA breastfeeding3

Our Approach

Our research showed us that our campaign had to help give mums the confidence to feed their baby wherever and whenever needed – and to challenge unhelpful attitudes among the general public.

Our creative idea that emerged from that strategy was based on a real human insight. We apologise a lot when we're out and about. We might bump into somebody, step on a toe, block someone’s path, inconvenience them. So we say ‘sorry’. But one thing mums should never apologise for is breastfeeding in public. We conveyed that with images of a proud breastfeeding mum and two simple words: 'Not sorry'.


Tracking research showed that after one burst of activity, 75% of NI adults were aware of the campaign and 73% said it made think more positively about breastfeeding. Importantly, 80% of mums-to-be and new mums said they felt encouraged to breastfeed in public.

80% of mums felt better about breastfeeding in public