MOREBUS is supporting a national campaign by encouraging more of Dorset's new mothers to feel confident when breastfeeding out in public.

World Breastfeeding Week runs from Sunday, August 1 to Saturday, August 7 and will see the bus company inspire a greater acceptance of breastfeeding through the Breastfeeding Welcome scheme.

Morebus head of communications, Nikki Honer said: "We want to ensure those living in Dorset know we fully support their right to breastfeed in public, including on any of our buses.

"Many of our customers are mothers and children, and we understand completely that babies need to be fed when they are hungry. To this end, we are signed up members of the Breastfeeding Welcome scheme."

The Breastfeeding Welcome scheme aims to promote of breastfeeding in commercial and community settings with the overall goal of supporting local breastfeeding mothers and increasing local breastfeeding rates.

The aim behind the initiative is to have a recognisable logo that women can identify with and feel confident that they will be well received to breastfeed at a particular venue.

Local venues and services agree to display a special sticker and sign up for a Certificate of Good Practice, which is what Morebus has done.