“Breastfeeding is the most natural thing in the world”. I’m pretty sure that anyone who says that to a new mum or mum-to-be has never actually tried it. On paper, of course it is – it’s what our breasts are biologically designed to do. In reality – and I speak as someone who had a largely very positive breastfeeding experience – just like their boobs, baby bumps and postnatal bodies, every woman’s feeding journey is very different. Between the conflicting rallying cries of “breast is best!” and “fed is best!”, sleep deprivation and the general overwhelming emotional rollercoaster that is being a new parent, it’s no wonder feeding (whichever way you do it) can be a huge source of anxiety.
Now, Tommee Tippee is on a mission to drag the outdated feeding narrative into the 21st century with it’s latest campaign, ‘The Boob Life’. The idea for the campaign came from a study by Tommee Tippee where 93% of mothers said that the emotional, mental and physical challenges of breastfeeding their babies were not well recognized by society. Directed by Fiona Burgess, it’s a candid, unpolished look at the highs and lows of feeding in all forms, featuring actual nipples, t-shirts soaked with breast milk, babies guzzling boobs and bottles and women pumping. The clip of a woman squirting milk directly from breast to bottle will definitely resonate with anyone who’s experienced their engorged boobs turn into a super-soaker the moment they’re unleashed from a maternity bra. Just another one to add to the “things no-one tells you” list.
To accompany the bold, empowering and utterly brilliant campaign are honest and reassuring diary entries from the six mums featured in the video and a ‘Spill the Milk’ content series covering all the feeding issues no one openly talks about, from “the latch” to “milk supply” and “dealing with judgment”. ‘The Boob Life‘ campaign promotes two new additions to Tommee Tippee’s Made for Me range; first-of-its-kind Breast Pads available in different shapes, sizes, and absorbances, and a Double Electric Breast Pump.
Tommee Tippee’s research found that over 65% of mums found breastfeeding harder than though thought it would be, and, according to a 2018 report, the UK has one of the lowest rates of breastfeeding in the world. The reasons? Reduced breastfeeding support, cuts in public health funding, a lack of knowledge of the health benefits of breast milk and negative attitudes towards breastfeeding in public. With 94% of mums saying that they felt breastfeeding should be more openly and honestly spoken about, ‘The Boob Life’ is a much-needed conversation starter.
As a mum of a toddler with a new baby on the way, ‘The Boob Life’ is the campaign I wish I’d seen at the beginning of my first feeding journey, and watching it has made me feel excited and confident about my second – however that may look. It’s time to normalise feeding, however you choose to do it.