Babyloom

Babyloom transforms Lausanne into a city where feeding your baby becomes simple, dignified, and stress-free. A free web app pinpoints cafes, pharmacies, libraries, train stations, and institutions that are truly welcoming for breastfeeding, pumping, or bottle-feeding—complete with essential information: privacy, electrical outlets, stroller access, bottle warming, changing tables, and no requirement to make a purchase.

Breastfeeding mothers, mothers who use a breast pump;

Context: A hungry baby can’t wait. Yet, when you’re away from home, finding a suitable place to feed them is far from easy. Needs vary: breastfeeding may require more privacy depending on individual preferences; pumping milk takes time, requires a place to set up the equipment, and often needs an electrical outlet; warming a bottle requires finding the right equipment. Added to these challenges is another question: Do you have to buy something every time you need a place to settle in? Dedicated spaces are scarce: in stores, on public transportation, at train stations, or on the streets, there’s rarely an adequate space, enough privacy, or a hygienic place to settle in. Restrooms are not a solution: they are often dirty, cramped, with no room for a stroller, and ill-suited for breastfeeding; yet some mothers resort to them for lack of a better option. Consumption becomes a condition of access: in a café or restaurant, sitting down may require buying something, even when the need is simply to feed or change a baby. The logistics are cumbersome: a stroller, bag, bottle, milk, diapers, and personal items all require space, a stable surface, and sometimes an electrical outlet. Even when breastfeeding in public is legal and considered normal, many mothers fear stares, comments, or the feeling of being judged. Studies highlight, in particular, the discomfort caused by a lack of seating, an unsuitable environment, unwanted stares, and a lack of privacy. Objectives: Facilitate breastfeeding and pumping outside the home: Enable mothers to meet their babies’ needs in dignified and practical conditions. Improve the welcome for families in public spaces: Reduce the stress associated with going out and help break parents’ isolation. GUARANTEE ACCESS WITHOUT OBLIGATION TO PURCHASE: Enable all families, particularly those in precarious situations, to benefit from a welcoming space without having to buy a product or a beverage. ENSURING THE PROJECT’S ECONOMIC VIABILITY: Developing a sustainable solution based on a self-sufficient, ethical business model that is independent of subsidies. OPPORTUNITY AND COMPLEMENTARITY: In Switzerland, the mamamap app is designed to help users locate public breastfeeding spaces and obtain practical information, including hours of operation, stroller accessibility, and whether the area is smoke-free. Unfortunately, the app is not currently operational. We would therefore like to get in touch with the people in charge of mamamap to explore a collaboration if they plan to reactivate the app. In the United States, Mamava has developed standalone booths designed for breastfeeding and pumping, installed in airports, hospitals, universities, businesses, and public spaces. These spaces offer privacy, easy-to-clean surfaces, and app-based access; the company reports having deployed thousands of booths and facilitated more than one million sessions in 2022. The model that works and most closely aligns with what we hope to implement in Phase 1 is the Irish model with its “We’re Breastfeeding Friendly” program. It encourages businesses, organizations, and public spaces to explicitly become breastfeeding-friendly: staff are informed, mothers can breastfeed in areas open to the public without being asked to leave, and participation is made visible through a poster or sticker in the window. In Da Nang, Vietnam, six breastfeeding rooms were inaugurated in the airport’s international terminal, with support from the Irish Embassy, FHI 360 / Alive & Thrive, and Rotary Da Nang. These spaces allow mothers to breastfeed or pump milk in a quiet and safe environment. The example of Vietnam demonstrates that such facilities can be integrated into high-traffic areas, where the need is most urgent. For Lausanne, this suggests prioritizing train stations, shopping malls, libraries, health centers, universities, and major cultural venues.

Lausanne

January: drafting of the charter, creation of the prototype, and initial contacts with experts. March–April: Development of the first version of the web app, outreach to partners, validation, and listing of the first locations. May–June: Expansion of the network, testing with mothers, and adjustments. July–August: Pre-launch communication and mobilization of ambassadors. September: Verification of information, technical finalization, and public launch. September–December: Promotion of the web app, monitoring of locations, collection of feedback, and search for sponsors. December: Initial evaluation and definition of next steps.

4,000

Under discussion with midwives and pediatric nurses.