Scandalous breastfeeding advertising
Health professionals say that posters with topless celebrities and the slogan “Do not turn your back on them, turn your chest” give the wrong message about breastfeeding.
Their outrage is caused by the fact that “the campaign, firstly, focuses on the woman as a sexual object, and secondly, condemns those who refuse to breastfeed.” In the meantime, the main idea of promoting the benefits of breastfeeding remains in the shadows.
“The campaign has failed not only from an aesthetic point of view. More terrible is the message it carries. It turns out that if you don’t breastfeed, you are a bad mother, you must be condemned for it,” Regina Themes of the GIRE human rights activists commented on the series.
The number of breastfeeding mothers in Mexico is one of the smallest in Latin America. Only 14% of women breastfeed their children for the first six months, such is the statistics of the World Health Organization.Studies have shown that breastfeeding can help reduce the risk of childhood obesity and breast cancer. Both of these diseases are spreading more and more in Mexico.
In social advertising, "mothers are condemned and not informed of breastfeeding, they simplify a social conflict where there are many participants - fathers who are equally responsible for the health of children, employers, health authorities and society as a whole - it all boils down to one person - mothers "- so, the group of activists wrote in the complaint of violation in the field of human rights of the city commission.
The complaint also noted that it is outrageous that all "young mothers" on posters are shown with tight tummies, which distorts the real idea about the appearance of women who have just given birth. Activists add that celebrity models - including actress Camila Sodi, actress Maribel Guardia and boxer Marianne "Barbie" Huarés - are all fair-skinned.
Discussions have already influenced the advertising campaign in a certain way. The representative of the organizers told the Associated Press news agency that the slogan will be finalized and that at the next stage of the campaign mothers from "the people", rather than celebrities will be involved.