Frida Mom is set to make waves with its groundbreaking advertisement that sheds light on the struggles of breastfeeding. Many mothers who opt to breastfeed often experience feelings of isolation, frustration, and pressure. Traditional media often depicts breastfeeding through covered images or illustrations rather than showcasing real moms in action. This tendency can exacerbate the emotional and physical challenges that many new mothers face, making them feel even more alone in their journey.
To address this, Frida Mom has created two versions of an ad that authentically presents the ups and downs of breastfeeding. An unedited version has already been shared online, while the TV-friendly edit will be featured during the Golden Globe Awards this Sunday, as reported by Adweek. The latter version will include tasteful coverage of the mothers’ nipples.
The advertisement portrays relatable scenarios for breastfeeding moms, including struggles to get their baby to latch, doubts about their breastfeeding choices, and the challenges of pumping milk in the early hours while their partners peacefully sleep. For many who have breastfed, these situations will likely resonate deeply.
NBCUniversal expressed strong support for the ad, emphasizing its genuine representation of motherhood and the often challenging act of feeding. In a statement to AdWeek, they affirmed their commitment to Frida Mom’s vision while ensuring the ad met their standards. “This ad may push the envelope, but the context surrounding the visuals makes it unique, and we stand by it,” they stated.
The juxtaposition of breasts being frequently displayed in media versus their use for nurturing infants raises questions about societal norms. This ad aims to normalize breastfeeding in public and aligns with the “Fed is Best” movement, advocating for mothers who may not choose to breastfeed. Far from being controversial, this ad represents a long-overdue and honest portrayal of motherhood.
Chelsea Hirschhorn, CEO of Frida, commented on the rigorous editing process they underwent with NBCUniversal. “Ultimately, we believe that the final 30-second spot captures the truth of the breastfeeding experience—highlighting the pressure on women to prioritize milk production over their own comfort,” she shared.
Acknowledging that the realities of breastfeeding can be as grueling as postpartum recovery, Hirschhorn noted, “Women are often unprepared for the physical toll of breastfeeding, including painful nipples and uterine contractions. This experience is part of the postpartum journey that seldom gets the attention it deserves.”
The advertisement concludes with a powerful message of solidarity for new moms: “Care for your breasts. Not just your baby.”
For more insights, check out this related blog post, as well as this excellent resource on pregnancy and home insemination.
Summary:
Frida Mom is launching a powerful advertisement during the Golden Globes that highlights the challenges new mothers face while breastfeeding. Their approach aims to normalize breastfeeding in public and acknowledges the physical and emotional difficulties involved. NBCUniversal supports the ad, emphasizing its authentic representation of motherhood. The ad ultimately promotes a message of care for mothers alongside their babies.
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Frida Mom, breastfeeding, Golden Globes, motherhood, NBCUniversal, Fed is Best, postpartum journey, advertisement, new mothers.