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Breastfeeding Moms Hold Nurse-In at 100+ Target Stores (VIDEO)

Breastfeeding Moms Hold Nurse-In at 100+ Target Stores (VIDEO)

A couple of weeks ago, Care2 reported on a breastfeeding mom who had been harassed and humiliated by staff at a Target store. Michelle Hickman, the mom who was harassed by Target staff, has not yet received an apology from the company, despite the fact that the employees went against Target’s own corporate policy on breastfeeding. Best for Babes, a national breastfeeding advocacy organization, wrote:

When Ms. Hickman called Target Guest Relations, she was told that Target’s policies are different from the law and was further harassed. Upon going up the chain of command, she was promised an apology, however, to date she has only received a written re-stating of Target’s corporate policy; with no mention of the words “we are sorry”,”we regret”, “we apologize” or any other phrase that can be interpreted as apologetic. There has been no public statement, consequence for the employees that we know of, or indication that Target will make an effort to properly train employees on the rights of breastfeeding mothers and the need to support their efforts.

Since Target has failed to address the issue adequately with Hickman and with its own staff, Hickman and her supporters decided to organize a nation-wide nurse-in at Target for December 28th. The purpose of a nurse-in is to raise awareness about the rights of breastfeeding mothers and their babies, as well as further normalize breastfeeding in public, both covered and uncovered. The nurse-in included participation from hundreds of mothers and babies in more than 100 different Target stores across the country.

This video shows a selection of pictures from the nationwide Target nurse-in:

The nurse-in was a missed public relations opportunity for Target. While there were no major incidents reported at any of the nurse in locations, Target also didn’t use the opportunity to tell the public that they would be educating their employees about breastfeeding rights, nor did they take the opportunity to apologize directly to Hickman for the treatment she received.

Nurse-ins like the one that took place on December 28th are a moment in time. They serve a purpose and make a point. However, to truly normalize breastfeeding, we need more mothers to breastfeed in public every single day. People see sexualized breasts every single day and have started to believe that they have no other purpose. For breastfeeding to be accepted and supported in society (beyond the “Breast is Best But Do It In The Bathroom Please” mantra), people need to see breastfeeding every day.

Do you think the nation-wide nurse-in hit its Target?

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Read more: , , , , , ,

Photo credit: Used with permission from Stephanie Precourt of Adventures in Babywearing

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215 comments

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1:56PM PDT on Jun 30, 2012

I am sorry but I would never breastfeed my baby in public areas........

10:11AM PDT on May 2, 2012

hi my name is Sorina Adryana my age is 29 years am married I live in Romania I have a boy 8 months and breastfeeding but give him solid food and our favorite breastfeeding position is in arms but as I increased my weights it is about breastfeeding while lying in your arms refuse to drink when awake but sleepy eyes at night when we are small we can nurse lying quietly in bed with you the favorite or preferred position was that you used to breastfeeding

10:10AM PDT on May 2, 2012

hi my name is Sorina Adryana my age is 29 years am married I live in Romania I have a boy 8 months and breastfeeding but give him solid food and our favorite breastfeeding position is in arms but as I increased my weights it is about breastfeeding while lying in your arms refuse to drink when awake but sleepy eyes at night when we are small we can nurse lying quietly in bed with you the favorite or preferred position was that you used to breastfeeding

2:17AM PST on Feb 9, 2012

Thanks.

6:06PM PST on Jan 8, 2012

Breastfeeding is breastfeeding...people are way too sensitive these days with these types of things. If you have a child and are in a store and see a woman breastfeeding her baby than take that moment..if your child points it out..to easily explain to them what that mother is doing and explain that you did it with them too. If you make a big deal out of such normal things in life than that child is going to grow up with some kind of insecurity..people that make a big deal out of it have their own insecurities. It's a boob, get real..you are going to see one sooner or later...whether you are female or male.

6:03AM PST on Jan 6, 2012

With all respect to mothers with babies,it is very natural to feed your children in this way,but it is actually "not" a good idea to do this type of feeding in a public store.It can cause alot of issues in so many different ways.

5:29AM PST on Jan 6, 2012

GOOD FOR THEM! Nursing is the most natural and perfect way to nurish your child.. and is acceptable anywhere, anytime... with a shawl or blankie tossed over your shoulder ( or a reboso in most of Latin America) no one even needs to know what is going on under there! LOL

12:58AM PST on Jan 5, 2012

Good job to all those who participated!!

12:44AM PST on Jan 5, 2012

Cover your kid's eyes, their answer to anything.

12:43AM PST on Jan 5, 2012

I'd be grossed out by a flopping leaking breast too, see what you mean, and I wouldn't want any kid of ours to see it.

I shop Big Box stores for the prices not the customer service.

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