Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Breastfeeding is a big social global phenomenon. Different societies and cultures treat breastfeeding differently. In Serbia as in many countries the topic of breastfeeding is still a subject of taboo, stereotypes or prejudices for many…especially when taking place in public!
With Serbia having one of the lowest rates of breastfeeding in Europe, with only 13% of women breastfeed their babies, #babychoseswhere (#bebabiragde) campaign with Rosa water is hoping to confront this, raise awareness of a woman’s right to breastfeed in public, and empower women to feel safe and comfortable breastfeeding anywhere even on national LIVE TV, making breastfeeding as normal as drinking water.
“So far, via two national projects, executed in cooperation with the Ministry of Health we have been implementing initiatives focused on comprehensive support of babies and parents across Serbia. We supported the opening of three human milk banks and opening of 20 Rosa Parenting Schools and directly helped 5000 babies and their parents annually in starting their life together in a carefree and safe manner. Inspired by excellent results we achieved, we have decided to launch a wide-scale campaign in order to support breastfeeding moms. We are proud to announce equipping and renovating a special Rosa Breastfeeding Room in one of the largest birth centres in Serbia, GAK Narodni front, and BEBA BIRA GDE movement in order to contribute to moms leaving a birth centre feel safe, calm and supported in breastfeeding at any time and place”, said Luca Santandrea, Franchise Director for Serbia, Montenegro and North Macedonia, The Coca-Cola Company.
In the past years many celebrities talked openly about breastfeeding in public, from Alyssa Milano in 2016 to Rachel McAdams in 2018 who caused a stir when a magazine photo of her pumping milk for her new-born went viral on social media. For mothers, these images are a cause for celebration.
“Our campaign is not about creating sensations. It is about liberation of a basic human instinct: feeding our children. Babies are the bosses and clients in this campaign. Babies should be able to choose where and when they eat. What we are working on is to make public spaces breastfeeding friendly and to open up the society to embrace and respect what is a basic human need,” said Jana Savić Rastovac, Executive Creative Director at McCann Beograd that created the campaign.
During one afternoon all media covered the story and sparkled the social debate on why it is important to talk more, support women and dispel stigma about breastfeeding in public. In the first 48 hours more than 600.000 persons were reached and the most read article on biggest national portal was about a baby choosing to eat on national TV. Conversation started, both women and men started posting comments, women started sharing the photos of themselves breastfeeding in public to support the movement, and public places are joining the movement and putting stickers baby chooses where to make mothers and babes feel welcome.
Jelena Lešević, Group Account Director at McCann Beograd adds: „It is important to empower new moms to breastfeed their babies as it is the most natural and the healthiest food for them. If the society supports it by encouraging mothers to breastfeed in public places when the baby needs it – then we have done a great thing!”
Rosa water’s dream is to make breastfeeding as natural as drinking water. Rosa is leading a movement to make public spaces breastfeeding friendly. Sticker by sticker.