Mexico City Pro-Breast-Feeding Campaign Is Only Succeeding in Offending Moms
byKaitlin StanfordMay 28, 2014
Mexico City is home to one of the lowest breast-feeding rates in the world, a fact which recently led the nation to launch a campaign to boost those numbers. The only problem? Let's just say the way they've gone about it has raised a few eyebrows.
The campaign features a series of posters showing various super-toned celebs standing topless before the camera. The words "No les des la espalda, dale pecho" are scrawled across a banner that hangs in front of their breasts (you know, to keep it a little PG), which is Spanish for: "Don't turn you back on them, give them your breast."
Naturally, this poses a few issues.
"It's not only a very terrible campaign in terms of how it looks, but it's also the message that if you don't breast-feed, you are a bad mother and you are the one to blame," reproductive rights advocate Regina Tames told NPR earlier this week.
This is all the more insulting for the moms of Mexico City, who don't exactly get the support they need locally to breast-feed, even if they were looking for it. After all, in many places of employment, pumping at work is either not encouraged or actually prohibited. Considering the fact that more women have entered the workforce than ever before, this makes matters even more difficult. Other factors that have negatively impacted breast-feeding rates include increased poverty and poor nutrition, issues Mexico City continues to struggle with.
"It shouldn't just be all up to the mother," says Chessa Lutter, a regional adviser for the Pan American Health Organization. "You have got to provide that very supportive environment, particularly in a country like Mexico where because it isn't now the normative behavior the government has to take a very strong role."
There's also the notion that it might be slightly off-message to run a breast-feeding campaign featuring half-naked celebs that look like they're posing for a Maxim spread ... but call us old-fashioned.
What do you think of the ad? Offensive or no big deal?