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Image / Self / Parenthood

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


by Jennifer McShane
03rd Mar 2021
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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 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:

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