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A photo of a volunteer firefighter breastfeeding her baby has set the Internet aflame.
In the photo, Australian firefighter Angela Joy, clad in her uniform — hat and all— poses for the camera while breastfeeding her daughter.
Since it was posted on Jan. 24, the pic garnered over 38,000 likes and 4,000 shares on Facebook and also caught the attention of the Guardian, Huffington Post, Yahoo Parenting and other outlets.
Australia's Country Fire Authority (CFA), the emergency services organization where Joy volunteers, asked their members for photos that represented Australia.
After Joy, who lives in Victoria, sent in the breastfeeding photo, CFA posted it to Facebook, calling her "One of the many faces of CFA in 2016."
Fire authority CEO Lucinda Nolan told TODAY.com in an email, "CFA is made up of thousands of volunteers from all walks of life." Joy's photo is "a great example of the diversity of our organisation."
"It's an image not usually associated with firefighting so we wanted to use it as a way to breakdown people's perception of our workforce and what our organisation stands for today."
Some Facebook users did question the safety of breastfeeding a child while on the job, but CFA cleared things up.
"Just to clarify, this photo of Angela, a proud mum and CFA volunteer, was taken at a community event. No fires nearby and a safe environment for her child," the fire station replied to one comment on Facebook.
Others who commented poked fun at the notion that breastfeeding could be in anyway offensive.
One person wrote, "I'm appalled! That pump on the fire truck doesn't have an end cap! That's just careless!"