Breastfeeding mothers are being sought to take part in an awareness campaign this summer.

The La Leche League of Bermuda and the Department of Health plan to run adverts on the back of buses during World Breastfeeding Week in August promoting the message that breastfeeding is normal.

They are looking for mothers willing to be photographed discreetly breastfeeding at the beach, in a park or at a restaurant.

In a e-mail to its supporters, La Leche League wrote: “Normalising breastfeeding means it becomes common, ordinary and acceptable, which also means mothers should feel comfortable nursing when they leave the house.

“If women are criticised for nursing discreetly in public, they are less likely to breastfeed according to internationally accepted guidelines. No one wants to stay home for months after giving birth and mothers should not be asked to nurse their babies in bathrooms.”

The e-mail said: “We need moms willing to volunteer to have their photo taken for this by a local photographer. It is very important that these images are mindful of diversity and include women of all racial and ethnic backgrounds.”

Government television station CITV will be filming a segment on the same subject to run in August and breastfeeding mothers of all colours are also being sought for that.

The World Health Organization recommends breastfeeding up to two years of age or beyond.

Anyone interested in participating in the campaign should e-mail islandgirl@northrock.bm.

LLL’s next meeting — on ‘Building Your Breastfeeding Confidence’ — is on Saturday, March 8 at 10.30am at KEMH’s first floor conference room. Its annual general meeting is at noon the same day, also in the conference room.