In a groundbreaking move, Frida Mom is set to air a powerful advertisement during the Golden Globe Awards, showcasing the realities of breastfeeding. Traditionally, media representations of breastfeeding have been sanitized or obscured, leaving many new mothers feeling isolated and overwhelmed by the challenges they face. This ad aims to change that narrative by presenting real mothers and their experiences with breastfeeding, emphasizing that it isn’t always an easy journey.
Frida Mom has created two versions of the ad: an unedited online version and a television-friendly edit that will air during the awards ceremony. The latter will appropriately cover the mothers’ nipples. The advertisement portrays relatable scenes of mothers struggling to get their babies to latch, questioning their choices, and attempting to pump milk while their partners rest peacefully. Many viewers who have breastfed will find these scenarios resonate deeply.
NBCUniversal expressed strong support for the ad, stating, “It is an authentic display of motherhood and shows the essential but sometimes difficult act of feeding your baby.” They acknowledged the ad’s potential to challenge conventional norms but emphasized the context makes it vital and necessary.
The societal inconsistency of depicting breasts in media while shying away from breastfeeding is perplexing. This ad seeks to normalize breastfeeding in public and contributes to the broader “Fed is Best” movement, which supports all feeding choices. Frida Mom’s effort is not controversial but rather a timely and honest portrayal of the breastfeeding experience.
Frida Mom’s CEO, Jessica Lane, explained, “Women often encounter unexpected physical challenges while breastfeeding—sore nipples, painful clogs—and this aspect of postpartum recovery rarely gets the attention it deserves.” The ad concludes with a message of solidarity for new mothers: “Take care of your breasts. Not just your baby.”
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Summary
Frida Mom’s ad, debuting during the Golden Globes, highlights the challenges of breastfeeding, aiming to normalize and support new mothers. Featuring real-life scenarios, it encourages understanding and solidarity among mothers navigating this journey.
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