Last postal dates for Christmas 2022 – when to have your gifts and letters sent off
Last postal dates for Christmas 2022 – when to have your gifts and letters sent...

Sarah Finnan

Putting up the Christmas tree with kids: A parent’s survival guide
Putting up the Christmas tree with kids: A parent’s survival guide

Amanda Cassidy

Tights! Candles! Action! It’s time to winter and unhook our metaphorical mind bras
Tights! Candles! Action! It’s time to winter and unhook our metaphorical mind bras

Esther O'Moore Donohoe

Take a look around Solange Knowles’ effortlessly chic downtown Hollywood loft
Take a look around Solange Knowles’ effortlessly chic downtown Hollywood loft

Sarah Gill

Member competition: WIN a luxury Christmas bundle from The Home Moment
Member competition: WIN a luxury Christmas bundle from The Home Moment

IMAGE

Supper Club: Paul Flynn’s roast leg of lamb with creamy pesto tomatoes
Supper Club: Paul Flynn’s roast leg of lamb with creamy pesto tomatoes

IMAGE

3 small but stylish Dublin cottages on the market for €370,000 and under
3 small but stylish Dublin cottages on the market for €370,000 and under

Megan Burns

Netflix’s ‘Harry & Meghan’ documentary has an official teaser; here’s what else we know
Netflix’s ‘Harry & Meghan’ documentary has an official teaser; here’s what else we know

Sarah Finnan

How to successfully retire the dreaded Elf on the Shelf
How to successfully retire the dreaded Elf on the Shelf

Amanda Cassidy

‘This combination of body and face treatments is like getting a full NCT and rolling out as a new woman’ – Triona McCarthy
‘This combination of body and face treatments is like getting a full NCT and rolling...

IMAGE

Image / Self / Parenthood

WATCH: This powerful ad is going viral for its realistic depiction of breastfeeding


WATCH: This powerful ad is going viral for its realistic depiction of breastfeeding

The ad raises awareness about the painful struggles many mothers face when it comes to breastfeeding.

The commercial from the parent products company Frida, was broadcast during the 2021 Golden Globes, and part of a wider effort to show the struggles of the “fourth trimester.”

The struggles of being a woman from breastfeeding to periods are rarely depicted in a realistic way when it comes to the media. In particular, when it comes to breastfeeding, we frequently see the glossy ads, dutifully informing us that breast “is best” when it comes to our newborns (out of interest, Ireland has one of the lowest rates of breastfeeding in the world, according to a recent study) but never do we see the struggles, stigma and shame women can be made to feel if they decide it isn’t for them, for whatever reason.

Titled Stream of Lactation, the ad – which depicts two mothers wrestling with lactation, latching, raw nipples, and deeply rooted society expectations of breastfeeding – is part of the #sprayitforward campaign that Frida is promoting in order to raise awareness of the realities of being a new mother. The ad depicts the expectations placed on new mums to prioritise milk production for their babies and shows clips of full breasts and real-life breastfeeding.

“Am I bad mom if I stop now?” one woman asks, while the other scolds herself. “Good moms should know how to do this.”

One asks herself if her breasts will “ever be the same” after trying while the other wrestles with late-night feedings and exhaustion.

It has sparked a joyous response on social media, with comments like, “I just cried. This is so real. I’m watching this while feeding my baby girl. It has been such a hard but very worthwhile journey,” and another remarked: “Thank you for so accurately representing what it’s like to be a new breastfeeding mother.”

At the end of the day, the only thing that is best is that you and your baby are both happy and comfortable – nothing else matters.

You can watch the full add below: