The unfortunate reality of being a new mum is that breastfeeding is still considered something that should be hidden away. A new ad, for infant feeding brand Tommee Tippee, is on a mission to normalise and celebrate it.
While some progress has been made with regards to normalising women’s bodily functions, like our periods, the truth is there is still a long way to go.
Research conducted by infant feeding brand Tommee Tippee showed 93 percent of mums said the emotional, mental, and physical challenges of breastfeeding go underacknowledged in society.
In response, the brand filmed an ad titled The Boob Life as a raw, honest portrayal of breastfeeding with a diverse cast of real mums and a variety of feeding experiences.
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Ironically, but perhaps expectedly, Australia’s ad review platform slapped an MA15+ rating on it for nudity (which was later downgraded to M) and Facebook won’t approve the version that depicts nipples.
“One of the universal truths of becoming a mother is that breastfeeding is different for every mum, and breasts come in all different shapes and sizes,” Midwife Cath, one of Australia’s leading