Celebrity mums descend on Melbourne to spotlight breastfeeding

17 October 2019

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Medela's #Pumpedforlife campaign aims to get mums sharing their breastfeeding journeys.

A host of high-profile and everyday mums and experts will descend on Melbourne and join Yummy Mummies’ star Lorinska Merrington to share the highs and lows of breastfeeding and pumping at Medela’s Freestyle Flex VIP launch this Friday, October 18.

Other high-profile mums joining Merrington include leading mummy influencers across Australia including, Sapphiroula Condoleon, Midnight Mums’ Bridget Jarrad, and Sarah Jade of Life with Sarah Jade.

Held at the Pregnancy, Birth and Child Expo., Merrington will take us behind the scenes of life as a breastfeeding high-profile mum, while Lactation Consultant and lead educator at Medela, Kristy Newnham, will share her expert tips to help mums overcome common breastfeeding and pumping challenges.

Medela’s VIP event celebrates a new social awareness campaign, #PumpedforLife, aimed to get mums sharing their breastfeeding journeys via social media to help mums feel more informed, confident and supported in their experiences – and continue to normalise breastfeeding.

Along with Merrington, other high-profile mums who’ve joined in sharing their unique and diverse breastfeeding stories includes a raft of high profile and everyday mums – including AFLW star and mum of three, Erin Phillips and her wife Tracy, Chantelle Delaney Sinclair, Alicia Coutts, and Chelsea Bennett.

“I know firsthand breastfeeding isn’t always easy – but what’s important is ensuring every mum feels informed and supported about where and how they feed their baby,” Merrington says.

“#Pumpedforlife is about getting mums to join me in sharing and celebrating the realities of every mother’s journey with feeding their baby. The perfectly, imperfect experiences – because we’re all in it together.”

It comes as new Medela research shares challenges some Australian mums face during breastfeeding and breast pumping – including where more than a third felt ‘judged or criticised’ and one in four felt ‘ashamed, embarrassed or awkward’.

The research also found almost half of all mums turned to support via online platforms like Facebook groups – highlighting the importance of social media in normalising breastfeeding.

As part of #Pumpedforlife, mothers across Australia have joined Merrington in sharing their breastfeeding journey, tagging the hashtag #PumpedforLife, as well as @Medela_au.

A number of everyday mums’ who’ve shared compelling stories about their breastfeeding experiences have also won the opportunity to attend the VIP experience.

The VIP event also celebrates the launch of Medela’s first-ever flexible, app-connected breast pump, the Freestyle Flex, designed to fit all mums’ natural breast shape, for up to 11% more milk.

The campaign has so far reached an audiences of million people across Australia via media coverage and shared social media posts.

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