We know that breastfeeding has tons of benefits for babies and even toddlers. But breastfeeding is hard work, and oftentimes moms who are doing that hard work don't get enough credit. And they definitely don't get enough support.
New motherhood can be an emotional roller coaster. And lots of times breastfeeding can add to the layers of tough emotions new moms feel. Because it's not always easy, and it doesn't always come naturally.
All too often, how moms feel in relation to breastfeeding gets totally glossed over. One new ad that aired during the Golden Globes sought to change that. The ad, done by the company Frida, tackles the difficulties of breastfeeding, the complicated emotions attached to it, and the pressure new moms feel.
And honestly, it was kind of a tear-jerker.
The ad starts off with a mom nursing her baby. But right off the bat, it's clear it's not your typical portrayal of breastfeeding. For one, the mom's nipples are fully exposed while a voice narrates the scene with encouraging words like "You've got this."
But the ad soon takes an emotional turn. It shows the baby refusing to latch, breastmilk spilling, a mom in the shower trying to unclog a milk duct, and more. Overall, the exhaustion, self-doubt, and actual physical pain of breastfeeding are clearly depicted.
Just about everything in this ad is different from what we normally see in advertisements about new motherhood. Typically, we see happy, smiling moms, totally basking in baby bliss. This ad points to something different — the emotional toll of new motherhood, specifically when it comes to learning to nurse.
The CEO of Frida spoke to Today Parents about the ad. “The reality is that women are blindsided by the physicality of breastfeeding — raw nipples, uterine contractions, painful clogs — and no one tells you that it can be as painful as your vaginal recovery,” Chelsea Hirschhorn, who is also a mom of three, said.
“It’s all part of the postpartum physical experience, but it never gets any air time because the end supposedly justifies the means. The spot is a universal depiction of the realities that women and their breasts — breastfeeding or not — go through postpartum.”
“Frida’s mission has always been to address the pain points and realities of parenting, and after the 2019 postpartum launch, we knew that there was more territory to cover,” she continued. “The problem we set out to remedy with the initial launch was that postpartum recovery begins with a woman's lack of knowledge and ability to prepare for what's really about to go down. Lactation/breastfeeding is no different. But mothers are conditioned to focus entirely on the needs of their babies when they’re born. Much of the discussion about breastfeeding has to do with nourishing the baby, rather than making the mother comfortable.”
The ad is really incredible. But it's not the first time Frida has broken barriers around new motherhood. Last year, the company created an ad about postpartum that wasn't aired during the Academy Awards because it was considered "too graphic." Seems like a year makes a bit of difference!
NBC spoke out about why the network felt it was important to air this ad. “At NBCUniversal, we are passionate about bringing to life authentic portrayals of women and sharing their stories with people around the world,” said Ann Scheiner, senior vice president of advertising sales at NBCUniversal. “We are committed to using our platform to share ‘HER’ story — the story of so many women — and are proud to spotlight the joys and challenges of motherhood with this groundbreaking new creative from Frida Mom.”
The new ad is so pro-mom, and it really has people talking. But the company's products aim to support moms, too. Its new breast care line puts moms before breastfeeding — which is not an angle we see too often. Perhaps it's high time we hear more about putting moms first.
