Turning Breastfeeding Support Into a Physical Space
For mothers caring for a child in hospital, finding somewhere comfortable to breastfeed, express milk or simply take a moment to rest can make an already demanding experience a little easier.
This World Breastfeeding Week, Momcozy is working with the Royal Children’s Hospital Foundation to turn that need into something tangible.
Through the partnership, Momcozy is supporting the establishment of a permanent “Cozy for Mom” feeding and rest area at The Royal Children’s Hospital (RCH) Melbourne.
The dedicated space is designed to provide mothers visiting or caring for children at the hospital with a safe, comfortable and dignified environment where they can breastfeed, pump or rest.
The partnership will be highlighted during Mums’ Cozy Day on 7 August 2026, Momcozy’s Australian World Breastfeeding Week initiative bringing healthcare professionals, mothers, maternal health advocates and the wider community together at RCH.
For Momcozy, the initiative represents an important extension of its Breathe & Breastfeed campaign — moving the conversation from raising breastfeeding awareness towards creating practical support in the environments where mothers need it.
Why Breastfeeding-Friendly Spaces Matter
Australia has high breastfeeding initiation rates.
Around 96 per cent of Australian mothers begin breastfeeding, yet only approximately 15 per cent exclusively breastfeed at six months.
The gap between starting and continuing breastfeeding reflects a much more complicated reality than a mother's willingness to continue.
Recovery after childbirth, breastfeeding discomfort, returning to work, expressing milk away from home and managing everyday family responsibilities can all influence a mother's feeding journey. Understanding common physical changes—such as breast tenderness in early pregnancy—can also help mothers recognise what is normal and when to seek support, reducing unnecessary anxiety along the way.
The environment around her matters too.
Having access to an appropriate place to breastfeed or pump can influence how manageable feeding feels when a mother is away from home.
Within a hospital environment, this can become particularly important.
Parents visiting or caring for a sick child may spend extended periods away from their usual routines and support systems. A dedicated feeding and rest area provides mothers with somewhere designed specifically around their needs during that experience.
Through the Cozy for Mom space, Momcozy and RCHF aim to make that support part of the physical environment at RCH.
Partnership That Creates “Cozy for Mom”
The partnership with the Royal Children’s Hospital Foundation will support the establishment of the permanent Cozy for Mom area within The Royal Children’s Hospital Melbourne.
Unlike a temporary World Breastfeeding Week activation, the space is intended to continue supporting mothers and families beyond the campaign itself.
It reflects a simple principle behind Momcozy’s approach to breastfeeding advocacy: telling mothers that breastfeeding is important is only one part of supporting them.
Mothers also need environments that make feeding possible.
That can mean privacy when expressing milk, somewhere comfortable to breastfeed, access to trusted healthcare guidance or simply a place where a mother can pause during a demanding day.
“Breastfeeding should never be measured by willpower alone,” said Ellen Zhou, APAC Marketing Director at Momcozy.
“Mothers need practical breastfeeding support, trusted professional guidance and environments that allow them to feed comfortably and confidently. Through Mums’ Cozy Day, our partnership with the Royal Children’s Hospital Foundation and continued innovation in wearable breastfeeding solutions, we hope to help more Australian mothers feel supported throughout every stage of their feeding journey.”
Mums’ Cozy Day Brings the Conversation to RCH
The partnership forms part of Mums’ Cozy Day, taking place at The Royal Children’s Hospital Melbourne on 7 August.
Developed under Momcozy’s regional World Breastfeeding Week theme, Breathe & Breastfeed, the event brings together clinical expertise, lived experience and practical breastfeeding support.
Rather than presenting one definition of a successful feeding journey, Mums’ Cozy Day is designed to create conversations around the different circumstances mothers encounter.
An open panel discussion will bring together Tracy Li, Registered Nurse and Clinical Specialist at the University of Sydney, local maternal health content creator Jessie, Momcozy representatives and Australian mothers.
The discussion will explore maternal wellbeing, feeding environments, lactation, returning to work and the practical realities of pumping away from home.
By combining professional expertise with mothers’ lived experiences, the panel aims to make breastfeeding conversations more practical and representative of everyday life.
Creating Support Without Creating More Pressure
One of the principles behind Mums’ Cozy Day is that breastfeeding support should help mothers make informed decisions rather than create another standard they feel pressured to meet.
Momcozy’s Put Mom First mission recognises each mother's right to choose the feeding approach that best supports her circumstances.
Breastfeeding directly, expressing milk or adapting a feeding routine as circumstances change can all form part of an individual family's journey.
“There’s no perfect routine in those early weeks. Mothers and babies are learning from each other, and that takes time,” said Tracy Li, Registered Nurse and Clinical Specialist at the University of Sydney.
“If you have any concerns, don’t hesitate to reach out for help. Support from a GP, midwife, maternal and child health nurse or other qualified health professional can make a real difference when parents are trying to understand what their baby needs.”
Making professional support easier to access — and normalising asking for that support — is an important part of the wider Breathe & Breastfeed initiative.
Bringing Practical Innovation Into the Conversation
Alongside expert education and community discussions, Mums’ Cozy Day will also showcase Momcozy’s growing ecosystem of breastfeeding solutions.
Guests will be able to experience wearable breast pump innovations including the M5 Smart Wearable Breast Pump and Air 1 Ultra-Slim Wearable Breast Pump, demonstrating different approaches to making pumping more manageable around work, home and daily routines.
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The event will also include an exclusive preview of a new product developed specifically for the Australian market, reflecting Momcozy’s continued investment in breastfeeding solutions tailored to the needs of local mothers and families.
For Momcozy, product innovation forms one part of a broader support ecosystem.
Wearable technology can help address practical pumping challenges, but products alone cannot create a supportive breastfeeding environment.
Professional guidance, workplace support, appropriate feeding spaces, community understanding and access to credible information all contribute to the experience.
Mums’ Cozy Day brings these different elements together in one setting.
From World Breastfeeding Week to Lasting Support
World Breastfeeding Week creates an important moment for organisations, healthcare professionals and communities to discuss how mothers can be better supported.
The Cozy for Mom partnership is designed to ensure that part of this year's conversation continues after the week ends.
Once established, the permanent space at The Royal Children’s Hospital will provide an ongoing place for mothers to feed, pump or rest while visiting or caring for children at the hospital.
That longer-term impact is central to the partnership between Momcozy and the Royal Children’s Hospital Foundation.
Rather than limiting breastfeeding advocacy to awareness campaigns, the initiative demonstrates how support can also be built directly into the places mothers and families use.
It also reflects the wider ambition of Breathe & Breastfeed: moving the conversation beyond why breastfeeding matters and towards what mothers actually need to make feeding work in everyday life.
For one mother, that may be trusted advice from a healthcare professional.
For another, it may be a wearable pumping solution that fits around work.
And for a mother spending the day at a hospital with her child, it may simply be knowing there is a comfortable space where she can feed, pump or take a moment to breathe.
Building More Supportive Environments for Mothers
Momcozy’s partnership with the Royal Children’s Hospital Foundation represents one step towards making maternal support more visible and accessible in everyday environments.
Through the permanent Cozy for Mom space, Mums’ Cozy Day, professional education and continued breastfeeding innovation, the brand is extending its support beyond products and into the broader environments surrounding motherhood.
“Through Mums’ Cozy Day, our partnership with the Royal Children’s Hospital Foundation, and wearable breastfeeding innovations, we aim to support Australian mothers every step of the way,” said Zhou.
As World Breastfeeding Week continues, Momcozy hopes the initiative will encourage a wider conversation around how healthcare environments, workplaces, families, communities and brands can collectively make breastfeeding and pumping more manageable.
Because supporting breastfeeding is not only about encouraging mothers to begin.
It is also about creating the conditions that help them continue — in whatever way works for them and their families.
About Mums’ Cozy Day
Mums’ Cozy Day is Momcozy’s World Breastfeeding Week 2026 initiative at The Royal Children’s Hospital Melbourne.
Through its partnership with the Royal Children’s Hospital Foundation, expert-led education, community conversations and practical breastfeeding support, the initiative addresses the physical, emotional and environmental factors that can influence infant feeding.
Guided by understanding rather than judgement, Mums’ Cozy Day supports Momcozy’s wider goal of helping mothers and families feel respected and supported throughout their individual feeding journeys.
About the Royal Children’s Hospital Foundation
The Royal Children’s Hospital Foundation (RCHF) is the fundraising arm of The Royal Children’s Hospital (RCH).
The Foundation raises, manages and distributes funds to support RCH and its campus partners — the Murdoch Children’s Research Institute and the University of Melbourne Department of Paediatrics — in advancing paediatric healthcare.
While the Victorian Government funds the hospital’s standard operating costs, donations raised by RCHF support clinical excellence, research and programs that extend beyond day-to-day hospital services. Through the generosity of its supporters, RCHF helps The Royal Children’s Hospital continue delivering outstanding care to children and their families.
