A flash mob of breastfeeding mothers made their voices heard at a recent Toronto Blue Jays game. Donning orange shirts, with signs that read “Breastfeeding Belongs Everywhere”, 42 mothers and their babies stood out in the stands, raising awareness for the right to breastfeed in public. 

The flash mob was the launch of Bust The Stigma, a new campaign led by Mayana, an ethical and sustainable Toronto undergarment brand.

Breastfeeding publicly is legal in Canada, but many women still face judgment for doing so. One survey found that 42% of Canadian women say they have experienced criticism or prejudice for breastfeeding in public. 

Mayana is calling for 10,000 Canadians to amplify the Bust The Stigma campaign, welcoming breastfeeding parents and allies to support the right to breastfeed everywhere.

“Women’s health, including breastfeeding, is still taboo and hypersexualized, causing many women to feel uncomfortable, excluded and discriminated against – especially because there is often little legal recourse,” says Nadine Woods, founder of Mayana. “So we wanted to do something in a male-dominated space and make a statement about normalizing the right to breastfeed everywhere.”

The breastfeeding flash mob was held on Jr. Jays Sunday last month. The group was hoping to share their message in a family-oriented environment, in a venue that has already shown support for families with young children—recent renovations in the Rogers Centre included nursing rooms, stroller parking services, and changing tables in every washroom.

There were mixed reactions at the Blue Jays game. Woods reports that the event staff was “accommodating and supportive”, and several curious fans in the stands were receptive to the cause. But the group was still subject to inappropriate comments from some onlookers—only proving further why the movement is so important.

As part of the campaign, several women have taken to social media to share their breastfeeding stories under the hashtag #BustTheStigma. One mother, Nikki, shared about the negative online reactions she’s received when posting about breastfeeding. 

“I recently posted a reel of my son breastfeeding…I had someone comment saying that they don’t understand why women can post videos of breastfeeding but men can’t show their private parts online.”

Sheliza, another breastfeeding mother, recalled receiving stares in several public spaces for breastfeeding her baby.

 “In the library, while I was in the car and had to pull over at a gas station, at a coffee shop, in the mall…there are so many incidents when people have looked at me and kind of stared as if I was doing something wrong, when all I’m doing is giving my baby some food.”

Stories like these are reminders of how strong shame can be, and how difficult it can be to destigmatize something that has been deemed taboo—especially when it comes to women’s health and their bodies. Change is rarely made by tiptoeing around an issue or staying silent—sometimes bold steps are needed, and the flash mob is simply the first of a series of initiatives from Mayana aiming to destigmatize women’s health.

Woods shared that Mayana has faced years of social media censorship and “unfair scrutiny” when sharing breastfeeding stories, leading her to launch the Bust The Stigma campaign. Known for crafting functional, comfortable, and sustainable undergarments at their Toronto factory, Mayana’s focus is on empowering women at every stage of their lives, including postpartum. 

As part of the Bust the Stigma campaign, Mayana is releasing a limited edition bra with their patented clasp-free technology, with proceeds supporting future Bust The Stigma initiatives and The New Mom Project, a Toronto-based charity that supports marginalized parents with essential infant supplies. 

Learn more about the Bust The Stigma campaign here.