The ‘breast is best’ rhetoric currently dominates the parenting conversation, whilst neglecting the difficulties that breastfeeding can entail. This attitude heightens feelings of grief and guilt by presenting formula feeding as an inferior option, when for some parents, it’s the only option.

Through a range of OOH, Karicare will illustrate just how many reasons there could be for a parent to choose not to breastfeed, from physical impossibility (i.e. two male parents or a double mastectomy) to plain and simple personal preference.