The Australia-wide campaign is designed to normalise breastfeeding and comes after a study by the Queensland University of Technology found Generation Y thought breastfeeding in public was embarrassing.

The leader of the Orange Group of the Australian Breastfeeding Association Verity Williams said she found the results of the study sad.

“I think the saying that breastfeeding is not a lifestyle choice it’s a health choice is right,” she said.

“We need to get the message out about how important breastfeeding is, especially in light of all of the money [baby] formula companies use to promote their products.”

New mother Emma Duerden, who is in her late 20s, was surprised by the study’s findings, however, she suspects that once they have a baby the survey respondents may change their minds.

“Once you have a child it becomes all about feeding that child,” she said.

“Also for me breastfeeding is a much easier and convenient that using a bottle.”

Jane Bigelow has a son who is almost four months old and says there are some people who simply think breastfeeding is not cool.

“Maybe if it’s not considered cool then they won’t do it,” she said.

“Many of these women don’t mind showing their skin if it’s for fashion, but it’s not considered cool or trendy to show skin when you’re breastfeeding.

“There’s also a lot of marketing around baby formula so maybe they’re not aware that breast milk is just as good, if not better, than formula.”

Mrs Bigelow said despite the fact that most people support breastfeeding, it is still not something you see everyday.

Young mother Katie Pyle, who has a 12-week-old daughter, said some young people are focused on partying and want to be able to have someone else feed their baby while they go out.

“They also might not want to give up alcohol, coffee and some foods,” she said.

“Everyone knows how good breastfeeding is, but some people are choosing to ignore that.”

In order to display the Breastfeeding Welcome Here sign local businesses need to provide a welcoming attitude from their staff and management, a smoke-free environment and room to move a pram.