Portland launches breastfeeding campaign

Flanked by more than a dozen breastfeeding moms, Mayor Michael Brennan said at a press conference that it's important the community support breastfeeding mothers by making them feel comfortable "whenever and wherever" they need to nurse.

Breastfeeding is beneficial to children's health and saves money on infant formula and medical and other costs, he said.

"If every community follows Portland's lead and makes a commitment to help families feel comfortable whether sitting on a park bench, riding a ferry or working in their office, we can have a significant impact on the health and welfare of our state and country," he said.

Businesses participating in the campaign will display "Whenever Wherever — We Welcome Nursing Moms" decals, train employees on how to handle issues like complaints about a woman who is breastfeeding in public, and pledge support to breastfeeding moms by not allowing them to be harassed.

The campaign has been in the works for about a year with the aim of increasing the number of infants who are fed with breast milk rather than formula. One challenge was to establish a culture where women feel comfortable breastfeeding in public without getting dirty looks or rude comments from people.

Rebecca Flaherty of Portland said it is good business for establishments to make breastfeeding women feel comfortable.