In what should have been a week where we are celebrating and normalising breastfeeding, Dove have put out a controversial campaign in support of those who oppose breastfeeding in public.
Featuring a photo of a baby crying (I have no idea what the appeal of that is) the brand’s website reads: “So whether you’re among the 66% who think that breastfeeding in public is fine, or the 34% who think otherwise, whatever choice you make, we are with you every step of the way.”
Attitudes like this continue to make new mothers feel nervous and embarrassed to feed their babies in public. They also contribute to our low breastfeeding rate in the UK. It’s time to stand up and say no more.
No woman should be made to feel ashamed for how she feeds her baby, whether she breast or bottle feeds. Our low breastfeeding rate is not the fault of mothers but down to the lack of support given during those precious first few weeks of babies’ lives.
Fortunately, a woman’s right to breastfeed in public is something that is protected by law and it seems clear that Dove is on the wrong side of this argument. But the irony is that this campaign has come from a brand who created one of the first mainstream ads to promote body positivity in women regardless of shape or size.
Although Dove might be attempting to show support for different parenting styles it’s time to see these campaigns for what they really are: ways to make money — not social justice movements.
I don’t know about you, but I’m going to be boycotting Dove.
By Kate, who is mother to 11-month old Isaac.
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