The Uncover, the brilliant campaign for breastfeeding in public places

You may have seen the photos blossom in yours Power supply Instagram, or maybe you have even seen the scene in real life, on the street, on the terrace of a bar or on a bench.

The project The Discovery is a trompe l’oeil dust jacket that transforms anyone who reads a magazine outdoors into a nursing person. The purpose of this operation? Democratizing breastfeeding in public places, an act that remains a source of criticism for 17% of women who breastfeed outdoors, according to a Lansinho study conducted in June 2021.

The Uncover, the campaign to democratize breastfeeding

The concept was launched to challenge the government for the lack of an official text governing the authorization and democratization of breastfeeding in public places. In fact, if in France no law prohibits breastfeeding in the public space, no official text protects it.

A partner group, consisting of the French breastfeeding clothing brand FRIDA etc., but also the French Breastfeeding Coordination (COFAM), our colleagues from Magicmaman and the collective Les Allaitantes des bancs publics join to share this campaign and distribute to as many people as possible.

With the help of these magazine covers, which you can print yourself on the site of The Discovery, but also thanks to a petition it is possible to easily participate in this operation. Many personalities, midwives and breastfeeding people have already shared their photos on Instagram under the hashtag #TheUncover :

The news continues to remind us that breastfeeding in public places isn’t always accepted, like with this Louvre security guard who asked a mother to breastfeed her baby in the restrooms, or these Disneyland security officers who had asked a mother to breastfeed somewhere other than a bench, and this person who dared to slap a breastfeeding mother outside.

Unfortunately, there is no shortage of examples. We have already talked about it in our article on male gauze and breastfeeding: it is essential that breastfeeding in public places be normalized, with the help, in particular, of campaigns such as those of The Discovery.

As we explained earlier, this breast normalization in the public space will allow us, as we go, to de-sexualize the breasts, enhance women’s bodies, not confine nursing mothers to private space, and limit obstacles to breastfeeding. “

Photo credit image of one: Instagram account of “C’est à Cherbourg” and Camille Lacourt