Revealing a breastfeeding ad to air during the Golden Globes sends a powerful message


A new Frida Mom ad doesn't shy away from the realities of breastfeeding.  (Screenshot: Frida Mom)

A new advertisement for Frida Mom doesn’t shy away from the realities of breastfeeding. (Screenshot: Frida Mom)

A revealing breastfeeding ad, the edited version of which will air during Sunday’s Golden Globes, drew hot and cold reactions for presenting the emotional reality of many moms.

Frida Mom’s ad titled “Stream of Lactation” was posted on YouTube this week to promote a new line of lactation accessories. Follow exhausted women trying to breastfeed their crying babies through the night. “Is it too early to contact a lactation consultant?” asks a mother, frustrated by a small amount of expressed breast milk. “Am I a bad mom if I stop now?” asks another. “Good moms should know how to do this.” A mother tries to unclog a milk duct in the shower using an electric toothbrush (a tactic recommended by some doctors); another pulls cabbage leaves from her bra, a home remedy that can ease engorgement when women wean their babies.

“Whether started or stopped, breastfeeding is an emotional and physical journey full of ups and downs that many new moms are unprepared for,” the YouTube caption reads. “We are lifting the veil on the challenges new moms (and their breasts) face as they work their way through breastfeeding issues …”

The unexpected part? The ad does not censor women’s breasts. absolutely. “It is the first ad to show lactating breasts on television and the highest number of breasts shown at this prime time,” a spokesperson for Alison Brod Marketing + Communications told Yahoo Life.

Social networks, as usual, did not back down from a debate. “The good / bad / ugly truth about breastfeeding,” wrote one person on Twitter. “It’s nice to see someone show the reality of these things that are often hidden,” tweeted another. While on Reddit, comments ranged from “This made me cry. Very cathartic” to “I feel like they had a secret camera on me to film that commercial” and “I’m currently watching this on all fours pumping to (hopefully) remove a duct obstruction. “

The reception was mostly enthusiastic, but some did not like the message. “I appreciate the representation, but how [first-time mom] within a few weeks, the hellish way breastfeeding and breastfeeding is constantly depicted scares me to the point of making me not want to try, “someone wrote on Reddit.” … It’s good that people don’t sugarcoat the challenges, but can we get any positive messages about breastfeeding and stories from someone who has had a positive or at least neutral experience? “

Someone added: “Like the toxic version of the positivity of representing motherhood, this message of martyrdom and struggle is equally useless for new mothers who are more likely to feel overwhelmed and discouraged by this message than understood and supported.” And a doctor on Twitter noted that breastfeeding is hampered by a lack of support (the United States is the only nation in 41 that does not require paid family leave) and unrealistic expectations about breastfeeding. Another called the ad “predator“He added,” Families need breastfeeding support, not braces. “

Frida Mom's new breastfeeding ad shows the struggle many new moms face (Screenshot: Frida Mom)

Frida Mom’s new breastfeeding ad shows the struggle many new moms face (Screenshot: Frida Mom)

According to Jennifer Meyers, a certified nurse midwife and spokesperson for Mayo Clinic, the announcement was realistic. “Many moms feel very lonely in their postpartum experience, as they struggle with pain, fatigue, sadness and anxiety,” she tells Yahoo Life. “Breastfeeding adds another layer to that because it is not always easy.”

She adds: “We also need more ads showing the uncensored female body to normalize breastfeeding. Unfortunately, our society is comfortable seeing breasts barely covered by a bikini top, yet a woman who breastfeeds your child in a restaurant is considered ‘disgusting’. Meyers pointed to numerous examples of women being kicked out of stores and cafes for breastfeeding, despite the legalization of public nursing.

In a statement sent to Yahoo Life, Frida CEO Chelsea Hirschhorn says: “The reality is that women are surprised by the physical aspect of breastfeeding (raw nipples, uterine contractions, painful obstructions), no one will says it can be as painful as your vagina. ” Recovery. It’s all part of the postpartum physical experience, but it never airs because the end supposedly justifies the means. The two need not be mutually exclusive. “

Ad Director Rachel Morrison, Marvel’s Director of Photography Black Panther and the first woman to be nominated for an Oscar for cinematography (for her work on Netflix Muddy), tells Yahoo Life in a statement: “As a mother, I have never experienced a roller coaster with ups and downs as extreme as the first few months after delivery. My goal with work is to highlight the incessant rippling of feverish sleep that is true universal for postpartum care “.

Frida also took a chance last year with an ad for postpartum recovery products, which showed a woman using the bathroom in mesh underwear and a sanitary pad (which can help with postpartum bleeding). While the ad was banned from running during the 92nd ABC Academy Awards for being “too graphic,” Frida launched it on YouTube. “She’s just a new mom, at home with her baby,” the disclaimer read.

“More specifically, the Academy of Motion Picture Arts and Sciences guidelines say that ‘advertising of the following is not allowed: political positions / candidates, religious or faith-based message / position, weapons, displays of weapons, ammunition, products feminine hygiene, adult diapers, condoms or hemorrhoid remedies ‘during transmission,’ ”Hirschhorn told Yahoo Life at the time.

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