MISSION:
• Increase positive attitudes towards breastfeeding in public in general population of the UK

• Increase the number of breastfeeding positive and supportive venues in UK towns and cities.

IN ORDER TO:

• Encourage more women to feel comfortable to breastfeed in public places

RESULTING IN:

• An increase in the number of women breastfeeding in public

• And ultimately.... an increase in the length of time women in the UK breastfeed their children