Ferne McCann Continues to Campaign to Increase Breastfeeding Rates in the UK

In the UK we have some of the lowest breastfeeding rates in the world, with eight out of ten women stopping breastfeeding before they want to.

This Breastfeeding Awareness Month, celebrity mum of two and breastfeeding advocate Ferne McCann continues to campaign to normalise breastfeeding in public and demonstrate how we can create a culture where breastfeeding is normalised, supported, and celebrated. 

She says: “Lack of support and feeling embarrassed about feeding in public is one of the main reasons women either stop feeding early or choose to not breastfeed at all. Breastfeeding is a natural, nutritious, cost-effective and convenient way to feed our babies. It’s so important we offer the right support to mums who want to breast-feed and help them feel empowered on their breastfeeding journeys”.

Ferne recently announced her support of the continuation of renowned psychotherapist and author Anna Mathur’s original ribbon movement, which is being continued by independent breastfeeding accessories brand, Pippeta.

Wellbeing and mental health ambassador, Anna expressed: “I see first-hand that maternal mental health issues are on the rise, and loneliness plus a lack of support is a huge part of this. Breastfeeding can be both beautiful and challenging. Taking the pressure ‘off mum’, by giving permission to accept help, armed with the knowledge that you are supported and not judged, demonstrates that the smallest, simplest act of kindness and understanding can change someone’s day for the better.”

Commenting on Pippeta’s Mum Ribbon Movement, Ferne continued: “I want mums to know that I am here to help and that we're all going to have different experiences too! Sharing what you’ve personally gone through or currently going through is so vital and can make such a difference to supporting someone else’s’ journey.

I think mums just need to know they are supported, to have someone telling them they are doing a ‘great job’ and it’s going to be ok; to remind them that they shouldn’t feel embarrassed to feed in public. I know how much the support and encouragement I now get from Lorri, plus family and friends, has really helped me.”

Through the straightforward, yet symbolic act of tying ribbons, Pippeta is continuing what Anna Mathur started. Simply tie the ribbon to a handbag or pram, showing people that you’re willing to chat, share a nappy or even help with breastfeeding advice.

Driving the message that breastfeeding should not be ‘just about mums’, the brand intends to expand the ribbon’s influence to encourage partners, grandparents, wider family members, friends and caregivers to show support, share experiences and encourage connections.

Pippeta invites all families from all walks of life to participate in its Mum Ribbon Movement by tying a ribbon in a meaningful location, sharing stories on social media with the hashtag #PippetaMumRibbonMovement, together with tagging @mypippeta and @annamathur, in order to facilitate strong and supportive community.

Ribbon Movement Ribbons are provided with every pump purchased, plus available independently, free of charge (plus postage) from Pippeta - The Mum Ribbon Movement.

World Breastfeeding Awareness Month & Black Breastfeeding Week (25-31 August 2024)