The recent advertisement from FridaMom, produced for the 2021 Golden Globe awards, depicts the raw truth behind the experience of many lactating parents, especially in the early days. The edited version that aired was a bit more conservative than its original version, but either way, FridaMom achieved something new, rare, and real. Their message was crafted with one goal – connecting with parents to sell a product.
While real, the lactation profession knows how hollow this message is as it leaves out the dimension of care, support, and resources – ones that expand beyond products and gadgets.
USLCA believes it is imperative to speak truth while ALSO elevating the value of skilled lactation care in addressing lactation questions and concerns.
We applaud FridaMom for taking this step, portraying a message that others have yet to tackle. While a national ad campaign of this caliber costs more than four-times the annual budget of USLCA just to air, we are still committed to finding ways of balancing the message within our means. To this end USLCA has taken the following steps on behalf of our members and the lactation profession:
- Published our own commercial via social media to remind parents that skilled lactation care is available
- Paid for targeted advertising to get this message in front of parents
- Published a new page including a video about who, where, and how to ask about skilled lactation care
- Extended an invitation to FridaMom directly to collaborate and make connections with the profession
We recognize there are many opinions about this commercial and FridaMom’s approach, but at USLCA, our opinion is simple – Real lactation is complicated, and parents need to know how and where to seek help!
The content of this post does not imply endorsement and may not reflect the position of USLCA.