Up to 800 angry breastfeeding advocates will converge outside the Sydney studio of the Seven Network's Sunrise program to protest against comments made by host David Koch.
Discussing a story about a Queensland woman who was told she couldn't feed her baby at a public pool, Koch said on Friday he supported breastfeeding, but that women should be "classy" about it.
The comments prompted an immediate backlash with enraged nursing mothers and other breastfeeding supporters setting up a Facebook page to encourage people to participate in the Sunrise Nurse-In on Monday.
"A nurse-in is without doubt needed at the Sunrise studio in Sydney," the page says.
"Join us on Monday morning to take a stand against this unfair view."
Participants are asked to arrive at 7am (AEDT).
By Sunday 565, people had indicated they would attend the nurse-in, with 228 "maybes".
The event has gained publicity with media personality and mamamia publisher Mia Freedman condemning Koch's comments on her widely read blog.
Comment was being sought from Seven.