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Breastfeeding in public has long been stigmatised - with previous research finding nine out of ten British mums feel uncomfortable doing so.
Now, a group of inspirational women are challenging the taboo of feeding their babies outside their home as part of the viral #dontrushchallenge.
Emily Sophie, 26, and a host of fellow new mums have taken part in a video demonstrating how ridiculous it is to expect them to cover up as they try to support their little ones as they breastfeed.
The clip posted on Facebook - which has been viewed more than 45,000 times - sees the women throwing off cloths and blankets to the tune of Don’t Rush by Young T and Bugsey.
Captioning the footage, Surrey-based Emily, who features alongside eight other mums, wrote: “If my breastfeeding offends you, feel free to put a blanket over your head.”
The women aimed to show that there shouldn’t be any shame surrounding this area of motherhood, and to help those who don’t have the confidence to feed their baby in public without covering up.
They live throughout the UK, and met through a breastfeeding support group on Facebook.
The post added: “If any mummas need support or someone to talk to feel free to join.”
Since being posted, the video has also been shared more than a thousand times - with many mums praising their efforts.
One woman commented: “This makes me so happy – go girl! Just got to two years with my daughter and pregnant with baby two, almost half way. I hope to tandem feed. Breastfeeding is amazing and nobody should have to hide it.”
Another wrote: “I love this - going to share!”
A third shared: “This is wonderful ladies, well done.”
And a fourth added: “Look at these beautiful women absolutely rocking the breastfeeding!!! Well done.”
In the UK, according to the NHS, “you should not ever be made to feel uncomfortable about breastfeeding in public.
“It is illegal for anyone to ask a breastfeeding woman to leave a public place, such as a cafe, shop or public transport.”
In February, model Ashley Graham was praised for helping normalise breastfeeding in public when she shared an Instagram picture from a cafe with her newborn son Isaac.
One fan told her: “Keep posting breastfeeding pics! Helps a lot of mothers out there who struggle with anxiety when feeding in public! I definitely did at the start!”