Mother's Milk in Art press release

How forced COVID-19 restrictions brought a student art program on breastfeeding to a national audience

Australia’s favourite breast pump brand, Medela has teamed up with art and design students from the largest provider of vocational and higher education in Victoria to use their works to raise awareness of the health benefits of human milk.

Every year leading art and design school, Holmesglen Institute, and Medela, team up to bring ‘Mother’s Milk in Art’ – an arts competition where students share the powerful impact of breastfeeding.

Usually displayed and judged at the Asia Pacific Breastfeeding and Lactation Symposium in Melbourne, student winners are chosen by the attending healthcare professionals.

But with COVID-19 restrictions cancelling this year’s event, Medela is now opening the competition up to mums as well to join in choosing the winning artworks via social media.

“While it’s disappointing not having this year’s symposium – it’s actually turned into a major positive – enabling us to share in this powerful initiative with both healthcare professionals and mums,” said Jarrod Percy, Managing Director of Medela Australia.

“It’s seeing Australian art and design students and the wider community acknowledging the value of human milk – highlighting the positive impacts of prolonged breastfeeding, as well as sharing how every woman’s breastfeeding journey is so different,” he said.

Holmesglen Institute’s Graphic Art and Illustration Lecturer, Ian Forss said the students were asked to design a piece of art, digital, photography or different media with the theme ‘Mother’s Milk in Art’ and what breastfeeding means to them in 2020.

“I’m really proud of what the class has produced for Medela’s ‘Mother’s Milk in Art’ poster competition and I’m equally excited as many people as possible get to see just how talented these students are,” said Mr Forss.

“Art is one of the most powerful platforms for sharing the diverse complexities of an emotionally rich issue like breastfeeding in Australia, especially during COVID-19."

“It’s been a tough time for the arts community and no doubt for breastfeeding mothers also. So, I can’t think of a more appropriate time to launch this program across Australia.”

“This opportunity not only provides a financial boost to two lucky students, but also vital recognition to the arts,” Mr Forss said.

Medela is inviting mums to vote for their favourite works from eight selected finalists via Medela’s social media channels, Instagram and Facebook. Healthcare professionals will also be invited to judge their favourite work.

The winning work will be a joint decision, between the healthcare professionals and the social media voting panel.

The chosen winning art student will receive $600, and the runner up, $300.

One lucky mum who voted and shared why the work resonated with her will also win one of the artworks, as well as Medela’s new Freestyle Flex™ breast pump, valued at over $549.

It is also a great opportunity to get some more information on breastfeeding, including answers to some questions you may have about breastfeeding during COVID-19.

Voting opens this Monday, 8 June at 10am, with entries closing Sunday, 14 June at 11:59pm.

The art winners and winning mum will be announced via social media and email on Monday 15 June and will be alerted via direct message and/or email.

ADDITIONAL BACKGROUND:

Medela’s brand new breast pump family includes three all-new breast pumps designed to comfortably fit every mum’s natural breast shape and lifestyle needs, as part of its Medela Flex™ technology range.

Developed with a team of research scientists and breastfeeding mums and clinically tested to help mums produce up to 11 percent more breast milk, (1) the Swiss designed Medela Flex™ breast pump family now includes Medela’s new single pump, the Swing Flex™ at $289.95 and the Swing Maxi Flex™ at $399.95, as well as its most-advanced double pump, the Freestyle Flex™ launched in October last year at $549.95.

The Medela Flex new breast pumps are now available from major pharmacies and retail outlets including Baby Bunting and Chemist Warehouse as well as the Medela store.

Media contacts:

Katie Martel, Croft PR, +61 413 780 545, katie@croftpr.com

Danyelle Nolan, Croft PR, +61 408 410 930, Danyelle@croftpr.com

ENDS