Shops, cafes and restaurants across Liverpool are being asked to welcome breastfeeding mothers into their premises.
The city's Breastfeeding Welcome Scheme is supported by Natasha Hamilton, a former band member of Atomic Kitten.
The mother-of-three, whose last child Alfie, was born in June said it can often be "intimidating" breastfeeding in public.
Businesses who sign up will display a sticker in their window.
So far more than 70 organisations across the city have signed up to the scheme, including Oomoo café on Smithdown Road, where the launch of the initiative is taking place later.
Ms Hamilton said: "As a mum who has breastfed, I know how intimidating and self-conscious it can be to breastfeed in public places, especially if you're doing it for the first time.
All mums know that you cannot predict or choose when your baby will become hungry, and sometimes it's necessary to feed your child in public."
The campaign has been developed by Liverpool Primary Care Trust (PCT) and the city council.
The World Health Organisation and the Department of Health recommend exclusive breastfeeding for the first six months because of its health benefits.
Dr Paula Grey, director of Public Health for Liverpool added: "The Breastfeeding Welcome Scheme underpins the wider work we are undertaking in Liverpool to make the city as breastfeeding friendly as we can.
"There is overwhelming scientific evidence that breastfeeding has extensive short and long term health benefits for women and their babies, but often barriers prevent women who wish to breastfeed from being able to do so."