Breastfeeding mothers across the Bay of Plenty are being encouraged to join in with thousands of other women around the world simultaneously breastfeeding their babies in public.
The Big Latch On is a global event where groups of breastfeeding mothers and their families come together to celebrate breastfeeding and its health benefits.
The event is part of World Breastfeeding Week, which runs from August 1 to 7 and aims to normalise breastfeeding as part of everyday life.
The Big Latch On will see breastfeeding women and their babies latch on for one minute at a set time.
The event aims to help communities to positively support breastfeeding in public places and encourage the formation of support networks between breastfeeding women.
Toi Te Ora - Public Health Service Dr Neil de Wet said breastfeeding provides many important health benefits for the mother and child.
"Breastfed babies have less chance of getting diarrhoea and vomiting illnesses and of developing chest and ear infections."
In the Western Bay of Plenty, women can participate at Katikati Midwives on Friday at 10.30am.
For those women who cannot make it to a Big Latch On event in their local community, there is an option to participate online via the Big Latch On Facebook page, which encourages breastfeeding mums to post breastfeeding selfies with the hashtag #BigLatchOnNZ.