The Ultimate Support this World Breastfeeding Week


Officially World Breastfeeding Week starts next week but our Ultimate World Breastfeeding Week initiative is underway.  We are thrilled to announce that Leading Lady is donating over a quarter of a million dollars in nursing bras to moms in need through breastfeeding support organizations!  Not only that, we’ve partnered with Best for Babes to share support through the Ultimate Healthy Infant Feeding Resource Guide.  Find out more from our press release below and share in the celebration on Facebook, Twitter & Instagram.

The Ultimate Support this World Breastfeeding Week

The Best for Babes Foundation and Loving Moments by Leading Lady Issue the Ultimate World Breastfeeding Week Challenge:  Give Moms the Ultimate Support with the First-Ever Healthy Infant Feeding Resource Guide and Landmark Donation of over $250,000 in Nursing Bras

Breastfeeding Support Organizations and Advocacy Partners include WIC, La Leche League USA, ROSE, BMBFA and, among others

New York, NY —July 25, 2016 – This World Breastfeeding Week, Best for Babes and Loving Moments by Leading Lady are issuing “The Ultimate Challenge (#ultimatewbw)” to Americans who care about moms and babies: help 4 million expecting and new moms Beat the Booby Traps®–the barriers to healthy infant feeding–by providing the best information, inspiration, incentive and support!


Best for Babes, a 501(c)(3) nonprofit, has pulled together the top non-judgmental, evidence-based tips and resources, trusted by experts and beloved by moms, into a 5×7 Ultimate Resource Guide that can be printed or shared in doctor’s offices, maternity boutiques, restaurants, airports, stores or online.  To encourage and celebrate moms, Loving Moments by Leading Lady is providing the Ultimate Donation of Nursing Bras–worth an unprecedented $250,000–and is including the Ultimate Resource Guide in every product shipped.

This ground-breaking campaign is the first to bring together leading nonprofits and education resources to shatter the myths, misinformation and negativity barriers that continue to bombard moms and undermine their personal infant feeding goals.  The Ultimate Challenge for World Breastfeeding Week aims to engage everyone to work together to put trustworthy information into the hands of every expecting and new mother. Details and links can be found at

The Ultimate Healthy Infant Feeding Resource Guide & Card

“Every mother should have access to insider information when it comes to healthy infant feeding, and no mother should feel judged or be harassed, whether she chooses to breastfeed, pump, use donor milk or formula, or some combination thereof,” said Best for Babes cofounders Danielle Rigg, JD, CLC and Bettina Forbes, CLC.  “For too long, moms have been vulnerable to multi-billion dollar predatory marketing by companies with conflicts of interest.  Moms deserve to have an appealing and mainstream guide with trustworthy, positive, encouraging and non-judgmental evidence-based resources at their fingertips.”

The Ultimate Resource Guide is a curated list of the very best resources, how-to links and where to seek help when challenges arise, including, La Leche League, Breastfeeding USA, ILCA (the International Lactation Consultants Association), BMBFA (Black Mothers Breastfeeding Association), ROSE (Reaching Our Sisters Everywhere) and WIC (the USDA’s Women Infant and Children program) among others. The card includes trusted information hotlines and the Best for Babes Nursing In Public Harassment Hotline (855-NIP-FREE), links to celebrity interviews, and signature guidance on how to navigate and overcome the prenatal, hospital and postpartum Booby Traps.® The card also includes a link to the latest deals and giveaways by companies that uphold the International Code of Marketing of Breastmilk Substitutes, and pledge to uphold Best for Babes’ credo of encouraging ALL moms.

“It is overwhelming and depressing to contemplate the millions of dollars spent to ensure that moms fail,” said Forbes and Rigg.  “But if we work together, and leverage all of our connections, WE CAN get the best information and support-into the hands of every single mom who delivers in the U.S.  None of us can do it alone, but all of us can pitch in and do it together.”

Best for Babes is actively looking for a grant to print the card, but in the meantime hopes that everyone who cares about mothers and babies will help share the Ultimate Resource Card virtually, or print it out and leave a small stack wherever expecting and new moms go: doctors’ offices, clinics, hospitals, maternity boutiques, stores, airports and the like.  The Resource Card is available for sharing or download at

The Ultimate Nursing Bra Donation

Loving Moments by Leading Lady, a C.A.R.E. Code Ally, is supporting the campaign and expectant and new moms with a record-breaking donation of over a quarter of a million dollars in nursing bras and other breastfeeding essentials.  Loving Moments will distribute nursing apparel and the Ultimate Healthy Infant Feeding Resource Guide to over 21,000 moms through campaign partners WIC, La Leche League USA, ROSE, BMBFA, and other outreach groups, along with online giveaways. Loving Moments’ donation will help inspire and support the 86% of moms who want to breastfeed, regardless of income.  Learn more about Loving Moments’ donations at

“Along with our partners at Best for Babes, we’re helping mothers with what they need most: resources and encouragement,” said Mark Corrado, third generation owner of Leading Lady.  “In our case, we are donating nursing bras and the Ultimate Resource Card to moms who need them most because every mother deserves the opportunity to breastfeed.”

The Ultimate World Breastfeeding Week Event

The Ultimate World Breastfeeding Week event kicks off July 25, 2016 in advance of World Breastfeeding Week August 1-7, 2016.  The Ultimate Healthy Infant Feeding Resource Guide will indefinitely reside at and the event will be championed by the event partners.  Everyone is  encouraged to participate by sharing and distributing the Ultimate Resource Guide and Card, spreading  awareness of healthy infant feeding via word-of-mouth and online, and celebrate the Ultimate World Breastfeeding Week campaign through Best for Babes’ and Loving Moments’ social media channels.

About Best for Babes

Since 2007, Best for Babes has been raising awareness of the barriers to breastfeeding and healthy infant feeding and calling on everyone to work together to put the pressure on the Booby Traps®, not on moms!  Best for Babes is the first nonprofit to build a breastfeeding celebrity cabinet, develop an Alliance of organizations that pledge to encourage ALL moms and uphold the International Code, and create an international, consumer driven cause to get more human milk to babies in the NICU (the Miracle Milk® Stroll).    For nearly a decade, they have been helping moms to achieve their personal breastfeeding and infant feeding goals and acting as a catalyst in the maternal and infant health arena.   Follow Best for Babes on Facebook, Twitter & Instagram @BestforBabes.

About Leading Lady

Leading Lady is a premier nursing and full figure intimate apparel company dedicated to creating comfortable, affordable, stylish bras and camis.  Family owned and operated since 1939; Leading Lady has been supporting breastfeeding moms and babies for over 77 years.  Leading Lady is an innovator in maternity and nursing intimates that help new and expectant moms nourish and nurture their babies.  Visit for additional information and follow us on Facebook, Twitter & Instagram @LeadingLadyBras.

About Loving Moments

Loving Moments by Leading Lady features maternity and nursing apparel for every occasion, from pregnancy through nursing. Loving Moments is the intersection of quality nursing essentials and an exceptional value. Visit for additional information and follow us on Facebook and Instagram @LovingMomentsBras and Twitter @LovingMomentsBr.

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