This weekend marks the 10th anniversary of a global breastfeeding initiative that first began in New Zealand.
The Big Latch On aims to get as many women as possible together to simultaneously breastfeed in public. Last year they got more than 14,000 mothers across 28 countries.
According to Women's Health Action, more than 84% of newborns are exclusively breastfed. But that number drops to less than 20% by the time infants are six months - one of the lowest rates in the OECD.
This year the initiative has gone digital. Organisers are encouraging women who can't make it to the public events to post a selfie tagging it #biglatchonNZ.
"While attitudes have changed, it is clear from the statistics that we need to keep reducing the barriers for women to be able to breastfeed for longer," says Women's Health Action maternal and child health promoter, Isis McKay.
Last year more than 130 events were held throughout New Zealand.