The Lactation Network Breaks Barriers with Bold Ad Normalising Breastfeeding on TV

Breastfeeding is a primal, universal, intimate act of love. Yet it’s still considered “too raw” or “too much” or “too breastfeeding-y” for TV. According to the Surgeon General, women's bodies are either sexualized or censored, which inhibits education and can cause many women to come into breastfeeding unprepared. Recent controversies like Molly Baz's Times Square Billboard and Frida's Uncensored website have underscored this issue. 

With this in mind, TLN was determined to ensure their first-ever ad spot SHOWED breastfeeding, which can ultimately de-stigmatize and spread awareness for this essential and beautiful aspect of motherhood.

This arresting spot is driven by a poetic voiceover speaking to the beauty and complexity of breastfeeding. We open on a private, tender moment of a woman breastfeeding—one that most of us are not used to seeing. But instead of cutting away (just as we’ve been trained to avert our eyes IRL) we stay with them. Ultimately, the tone shifts when the Lactation Consultant enters the room to provide support. This visual transition complements the VO by underscoring the fact that when you’re breastfeeding, even if you feel alone, you’re not.

The campaign was created by an all female production crew - a rarity in the industry. It was integral to the story that the point of view came from female filmmakers. To ensure the spot wouldn’t be censored, the team shared different coverage levels with their media partners ahead of shooting the spot.

‘This is Breastfeeding’ will run in select states on CTV, and nationwide on YouTube, Meta and more. The Lactation Network provides insurance-covered lactation care through its extensive network of International Board Certified Lactation Consultants. They are steadfast in their mission to deliver families the care they deserve.