In an effort to normalize breastfeeding in the capital city of Colombia, retail shops in Bogota installed mannequins holding a baby doll being breastfed. Non-profit organization Amigos de la Lactancia spearheaded the initiative that ran throughout the month of April.
Several retail stores like in Centro Mayor Mall in the Colombian capital participated in the campaign, Ruptly TV (via MSN) reported. The report said the organization's goal is to help breastfeeding mothers feel safe in public while feeding their children.
In the stores, PlayGround reported that signages were placed apart from the breastfeeding dummies. The sign read "100 percent amigable con la lactancia," which read "100 percent breastfeeding-friendly" in English.
Retail store customer Luisa Fernanda Prieto, meanwhile, told Ruptly TV that the campaign "does not generate anything at all" and that it could be done better. Breastfeeding in public remained a taboo in the country despite arduous campaigns to promote its normalization.
Scientific consensus already stated that breastmilk is the best nutrition for infants, yet more than half of the Colombians were found not to be engaged in early initiation of breastfeeding, a document from International Baby Food Action Network said. Moreover, the document said that the country lacked an independent National Breastfeeding Committee that can educate women regarding the importance of breastfeeding.
Nevertheless, organizations like Amigos de la Lactancia doubly worked hard to promote breastfeeding as a primary source of nutrition among infants. Some Colombian mothers also took their part in educating fellow mothers of its normalization.
Last year, one Colombian cop publicly nursed an abandoned newborn baby without hesitation and saved her life. Metro reported that Luisa Fernanda Urrea breastfed the severely starving baby while waiting for the ambulance.
The baby, who was found at a remote forest settlement, was at risk of hypothermia. "I'm a new mother and I have milk and I recognized the needs that this poor little creature had." Urrea said.