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Photographer Hector Cruz has founded a campaign based around “de-stigmatizing public breastfeeding, educating men, and empowering women” aptly named ‘Project Breastfeeding‘. The photos feature father pretending to nurse their babies accompanied by the phrase “If I Could, I Would”.

Project Breastfeeding Promo by from Kalli Pavon on Vimeo.

Cruz had the idea for his campaign after his own daughter, Sofia, was born and his wife had trouble breastfeeding her. After researching online to see what he could do he found there was a number of negative reactions and a general lack of positive support available for new mothers.

The photographer is hoping to raise enough money to fund a national billboard campaign that will encourage awareness.

Featured photo credit: Project Breatfeeding via

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