The pressure to breastfeed hits new mums even before their babies are born. From birth, that pressure comes in so many directions. It can be earnest and it can be condemning. And in the age of social media, it can be dire for a new parent who can’t breastfeed (for whatever reason) or can’t breastfeed enough.

Good Start formula has launched a defiant campaign, Suck It, that defends every parent’s right to their own informed feeding decision and tackles the shame and guilt that can be inflicted on them. With McCann Canada managing strategy and creative, Edelman (PR), and Spark Foundry (media), leads a national movement against feeding judgement – no apologies needed.

“Feeding your baby isn’t one-size-fits-all and it shouldn’t feel like it has to be,” stated Karman Colosimo, senior marketing manager, Good Start formula. “Suck It is our way of helping parents feel confident and unapologetic in their informed feeding choices. It’s about empowerment, support and community. In those first six months, what new parents need is support, not judgment.”

To help turn words into action, Good Start formula is giving away Suck It gift packs to the first 150 Canadians who sign up for the campaign at NourishedTummy.ca, and who are or become eligible members of the Good Start. Baby Club. Each gift pack includes three limited-edition bottle sleeves and a complimentary bottle. For every new member of the Good Start Baby Club who signs up or registers interest for the Suck It gift pack, the brand will donate one package of Good Start infant formula to Food Banks Canada, helping to ensure more babies across the country can be nourished.

Parents are also encouraged to share their stories online by tagging Good Start formula on Facebook, Instagram, TikTok and YouTube with hashtags #SaySuckIt, #FeedYourWay, and #NourishedTummy to celebrate their choices and help inspire a future where all feeding is respected and supported.