Jersey mums are being asked to post a selfie on social media of them breastfeeding to mark World Breastfeeding Week.
It was hoped that mums and dads could meet up and relax with their babies in a public space, like in 2019, but that couldn't go ahead because of ongoing Covid restrictions.
Instead, Family Nursing and Home Care are reflecting on last year's big social media campaign where mums were captured breastfeeding on their doorsteps, to reflect that mums had been made to stay at home because of lockdown.
Those photos were taken by photographer Sophie Darwin to create awareness and show what support is available.
Breastfeeding Lead, Sarah Keating, says while they celebrated what a wonderful thing breastfeeding is, they did get feedback from other mums who said it made them feel guilty.
"I think there are so many issues around that and around people's feelings and it can be really emotive, but that doesn't mean we can't celebrate those who have chosen to breastfeed whilst acknowledging those who make a different choice or those who weren't able to."
Those who take part in the campaign today (7 August) are being asked to upload a selfie, tag in Family Nursing and Home Care, and use the hashtag 'Virtual Big Latch 2021'.
Sarah Keating, says she really wants people to have an informed choice.
"We're grateful for the feedback that people sometimes feel a bit too pressured (to breastfeed) and that gives us the opportunity to look at our communication skills.
"We're still trying to push those messages about the benefits of breastfeeding but actually we accept that it's parental choice and we will support parents with whatever decision they make around their feeding choices."
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