“Whip them out. I will breastfeed anytime, anywhere, any place,” mother and breastfeeding advocate, Jesse Tallent said.

Despite the fact that breastfeeding is one of the most natural and beautiful acts between a mother and her new-born baby, women often feel insecure and ashamed about feeding their child in public. This is something Tallent correlates to society’s misconstrued beliefs about breasts themselves.

“Breasts are used to sell burgers or cars,” she said. “Women are often shamed for breastfeeding or for being too confident and showing too much skin.”

Too often are women reported on social media for posting pictures of themselves breastfeeding their child. These pictures are then removed for being “pornographic” or too revealing. This is something that Anne Kirkham, a spokesperson for the Le Leche League of Canada, a national organization that promotes breastfeeding and offers resources for new mothers, says is increasingly common.

“We live in a society that sexualizes breasts so much,” said Kirkham. “When you show your body in media, it is so overly sexualized. It may take awhile to come to terms with it in a new way.”

Similarly to many other women, I decided to breastfeed my daughter when she was born. At first, it was a bit painful, and it was a bit difficult to get my newborn to latch on. But, once I got past those awkward stages, breastfeeding became a time of bonding. I genuinely felt empowered, like there was a stronger connection between myself and my daughter.

At the same time, I felt like it was necessary for me to stay home to feed my daughter. Breastfeeding in public made me uncomfortable, but I was beginning to feel a bit isolated at home. I decided to start slow, by finding a community of moms who were nursing and willing to share in that experience.

“Seeing other moms’ breastfeeding is empowering,” said Kirkham. “When you start to recognize other mothers’ breastfeeding, you may feel more comfortable yourself.”

Other mother’s take this shared experience to a larger platform. Tallent regularly posts photos of herself breastfeeding on social media and hosts online support networks. The goal? to help women gain confidence when breastfeeding in public and to help break through sexualized trends attached to breasts itself.

“My advice to other moms is to take to social media and find a local support group like La Leche,” said Tallent. “Mothers being more open-minded about breastfeeding has taken to social media and has started a movement to change body image.”

Forums such as breastfeed without fear, normalize breastfeeding, and boobies are for babies provide safe spaces for mothers to proudly and openly share this new stage in their lives.

Most public areas —like malls or restaurants — offer a designated nursing station or area for mothers who want to feed their babies. But the whole idea that breastfeeding should be equated with a public washroom is questionable. Is the act considered a bodily function needing to be concealed, or are people genuinely as uncomfortable with the sight of a breast as the sight of a sexual organ?

When my daughter was a bit older and had finished breastfeeding, we were out with a friend who had a newborn baby. He needed to be fed so we went into one of the nursing stations. It was on the other side of the washroom, completely separated by a wall. The sound of the hand dryers was irritating the babies and the washroom smell as difficult to handle. The mothers looked miserable and I will never forgot how ashamed my friend felt as she kept apologizing that we had to be in that space.

Of course, there are nursing stations that are more welcoming and not exclusively attached to the washroom. A private nursing setting can even be helpful for breastfeeding mothers who are more comfortable in an isolated setting.

“I’ve used a nursing room at a mall. It is hard to get him to feed in public because he is so curious. Sometimes you run into other moms too, which is great,” said Tallent.

Another common issue is the general expectation that mothers should cover their babies with a blanket when they feed in public. Kirkham reports this is a common concern for new mothers.

“A lot of mothers complain that their babies get too hot under the blanket or swat at it which distracts the baby and makes the feeding difficult,” she said. “People should think about what it would be like for them to eat under a blanket.”

Tallent was pressured to use a blanket while breastfeeding at her own engagement dinner when her son, Rylan, was two months old. Rylan, she explained, needed to be fed often, but was struggling to latch. A woman she didn’t know approached her and tried to put Rylan’s blanket over his head.

“She was trying to help, but it was inappropriate.” said Tallent. “I had to go into a bathroom to feed him because she wouldn’t leave me alone.”

Most women are unaware that legislation exists protecting mothers and their newborn babies under the Code of Human Rights. According to the Ontario Human Rights Commission, “you have rights as a breastfeeding mother, including the right to breastfeed a child in a public area. No one should prevent you from breastfeeding your child simply because you are in a public area. They should not ask you to ‘cover up,’ disturb you, or ask you to move to another area that is more ‘discreet’.”

As a mother who previously breastfed, I am glad these rights are being protected. I can only hope that society becomes more accepting and that people can learn to view breasts less as sexualized objects and more as a means of providing for a new life. That amazing and natural phenomenon is what truly makes breasts sexy. And that is something we should all embrace.