Following the results of a survey that indicates that the majority of women feel judged on the way they feed their babies, the brand of bottles, breast pumps and infant products Tommee Tippee has launched the campaign “The Boob Life” (“The life of the teta “) to normalize breastfeeding and any form of feeding.
Aiming to destigmatize ways of feeding a baby, the ad shows seven real-life mothers who breastfeed, bottle feed and express breast milk. Not surprisingly, the ad shows many breasts : breasts of all shapes and sizes, breasts that drip milk, and breasts that wet a T-shirt between feedings. The message of the ad is “the way you choose to feed your baby is correct, Mom.”
“We are hopeful that this video will spark more conversations about normalizing feeding times, putting the mother at the center. It is more important than ever that we do not lose sight of the mother after the baby arrives and we encourage real conversations about motherhood so that all moms feel empowered no matter how, when and where they choose to feed their child. And whatever decision the mom makes, Tommee Tippee is here to support her, “says Sharon Swan, Director of Tommee Tippee’s brand marketing for North America.
Censorship to nipples and breasts
The campaign was launched in the United States, the United Kingdom and Australia, but has received a lot of rejection to be broadcast on television and on social networks.
The advertising agency has communicated that the campaign has been rejected for television , since it “would not comply with advertising regulations in the United States” and was also rejected by television channels in the United Kingdom and Australia “because it is considered ‘content for adults’ “.
“The film is meant to celebrate women’s bodies postpartum (something our perception shows is a great struggle for them) and is not sexualized in any way. So we are very disappointed that it does not make it to television.” the agency explained.
Furthermore, the ad was also censored by Facebook Australia. They even refused to publish a censored version, without nipples, of 30 seconds labeling it as “adult content”, since although “it may be an advertisement that refers to breastfeeding, they do not allow nudity in any way,” he justified. a representative of the social network. Only a short 15-second version focused on products has been approved.
Following the censorship, the brand has reacted brilliantly to criticism of its content: “feeding a baby is not indecent.”
It is unacceptable that breastfeeding is considered “adult content”, putting it in the same category as pornography . There is nothing sexual about a mother breastfeeding her baby. It is a normal and natural act that needs to be normalized, so we celebrate this wonderful announcement.
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