Motherhood can be bloody hard work and social media is finally starting to reflect that, with people using their platforms to showcase the raw, unfiltered and often arduous journey – but there’s still a long way to go when it comes to showing the full picture.
That’s why we’re seriously here for Tommee Tippee’s bold new campaign: The Boob Life. Featuring real-life mums and their babies, The Boob Life is an unapologetic celebration of these women, their bodies and their choices, acting as an open pledge to support every parent through every second of their feeding journey – whenever, wherever and however they may choose.
There’s leaking breasts, mothers breastfeeding their infants in all their glory and so.many.boobs – but the ads have been banned and come with an age warning and warnings of nudity on YouTube, Facebook and LinkedIn, even the a nipple-less edited version.
The campaign was created to make a stand by affirming that there is no ‘one size fits all’ in parenting and seeks to give mum the confidence to do what’s right for her, but the campaign has proven divisive across social media. While some mothers are up in arms that the raw advert was banned, others believe the unedited version is ‘indecent’ for mainstream TV.
Tommee Tippee marketing manager, Vanessa Gonzalez, said reactions like Facebook’s were a worrying indicator of “how we as a nation are treating mums”.
“Censoring it only reinforces outdated attitudes towards feeding that create damaging situations for mums,” she said.
“It sends a message that something is wrong or shameful about what they are doing when in actual fact they should feel proud and confident with how their body is changing as they enter motherhood.”
The campaign came on the back of global research that found that a staggering 93% of mothers felt their mental, physical and emotional struggles with feeding had gone unacknowledged. With continued debate around breastfeeding in public spaces or social media platforms, is it surprising that only 1 in 10 young mums said they felt comfortable breastfeeding in public?
The Boob Life is hoping to bust this taboo by hosting conversations with the real women who star in the campaign, giving them a platform to share their personal experiences of feeding and motherhood.
One of the mothers in the campaign, Sarah, divulged: “I’ve had many challenges, I got cracked nipples from the first week of breastfeeding and the pain was so intense I would be crying every time she fed. I naively thought that it would be easy. I thought if I decided to breastfeed, I’ll be breastfeeding and that was it. I never thought that there could be so many challenges along the way. I didn’t really have a plan. I just wanted to breastfeed. But it could have been easier if I had done my research and prepared more”, whilst another star, Natasha, added: “You and your child are different and like different things from everybody else, so do things that will make you comfortable. Try out breastfeeding if you can because it does have some benefits, and also try out expressing the milk and bottle feeding. As a Mother, you need to take care of yourself and try to accept all the help you can get in order to be the best at your job.
“As long as your child is fed, your child is happy and your child is thriving, you’re doing a great job whether you are breastfeeding or bottle feeding. Trust your instincts, when a child is born a Mother is born.”
Justine Roberts, Founder and CEO of Mumsnet, showed support and solidarity with the campaign, commenting: “Feeding babies can arouse all sorts of emotions: bliss and sadness, pride and frustration, relaxation and exhaustion. This film captures all that and more. It doesn’t show the sanitised version of feeding that we’ve come to expect from ads, TV and film; it shows feeding all in its unvarnished glory, from wet t-shirts, painful nipples and full-force toddler latches to midnight bottle-juggling and sleepy dads. It celebrates breastfeeding as it really is and dispels the frankly weird expectation that it should be done ‘discreetly’ and without any hiccups, which can leave many thinking that they must be ‘doing it wrong’. Hats off to Tommee Tippee for bucking the trend and celebrating feeding babies for what it is.”
A bold, beautiful and uncensored campaign, The Boob Life hopes to help normalise the reality of feeding, break down barriers, and provide mums with the information and inspiration to embark on their feeding journey more positively. Boobs, pads, bottles or pumps – wherever, however, whenever you choose to feed. Yes, Tommee Tippee! We stan.
GLAMOUR has reached out to Facebook and YouTube for comment.
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