Well... jokes aside, the aim of the photo contest is to promote breast-feeding among young mothers or mothers-to-be.
The contest was probably organized by volunteers from this organization, and I suppose they had to source for some sponsors or donations to provide the funds or prizes. Even though the prizes may not be much to us, try to think of the objectives of what this contest/campaign is hoping to achieve. Your images when viewed in public can help to draw awareness and support for mothers who have to handle such tasks when they venture out with their infant. Let's not be curious onlookers and start gawking at them whenever we come across these mums. It's not very nice. If you were a husband, and your wife started breast-feeding, I don't think you'd appreciate strangers looking and pointing at your wife and making remarks...
No need to make snide comments and poke fun about it. There are many women, I believe, who are afraid of breast-feeding in public, be it because of personal reasons or whatever. Let's try to support a campaign instead of ridiculing it. It's about making life easier for already stressed-out mums.
Anyway, for those interested in taking part, I'm sure you can think of examples where a breast does not have to be visible at all. I can already visualize some...
(btw, I'm not related to the contest organizers.)