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SuperMom Latch On



183 nursing mothers united in an attempt to latch on their babies simultaneously at a breastfeeding event held at Suntec Convention on 23 August. This event was jointly organised by SuperMom, a parent-led initiative and PIGEON Singapore Pte Ltd, Breastfeeding Champion for SuperMom, to lend their support and encouragement for breastfeeding.

According to the Prevalence of Breastfeeding in Singapore research published by Health Promotion Board last year, majority of Singaporean mothers were aware of the benefits of breastfeeding but only 1% of the mothers breastfed their babies exclusively at six months. This truly inspiring community programme saw women from different cultural, family background and lifestyle, gather to show their support for the cause. Through this event, SuperMom aimed to promote breastfeeding as the best feeding to encourage mothers to breastfeed their babies exclusively for the first six months.

Mr Yuusuke Nakata, Managing Director of PIGEON Singapore Pte Ltd shared: “At PIGEON, we strongly advocate breastfeeding and are firm believers in the benefits it brings to infants. To help support mothers in their breastfeeding journey, we continuously innovate and improve our range of products. For instance, our latest breast pump range with enhanced features will give mothers a peace of mind, knowing they can breastfeed comfortably and still provide nature’s nutrition during a busy workday.”.

Breastfeeding is more than just providing nutritional benefits for the baby. Nursing a baby is an important key to building strong mother-baby bond. In conjunction with the International Year of the Family, this beautiful experience that begins motherhood is being celebrated to honour the milestone and love of a budding family.

Guest-of-honour, Parliamentary Secretary, Ministry of Social and Family Development & Ministry of Culture, Community and Youth and Mayor, South West District, Ms Low Yen Ling officiated the record breaking attempt for the largest number of mothers breastfeeding together in the Singapore Book of Records.

Lactation consultant from Thomson Medical Centre, Mrs Wong Boh Boi was also present to offer lactation support and provide an opportunity for these new mothers to learn from a reliable source and discuss their questions and concerns. SuperMom LATCH ON! was done in celebration of the International Year of the Family and supported by the Health Promotion Board

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