In the film, two mothers share a running monologue as they feed their newborns – discussing issues associated with breastfeeding, such as physical discomfort and not producing enough milk. Throughout the short film, the mother’s needs are eclipsed by those of the baby, which Frida aims to rectify by normalising the postnatal lactation journey. Alongside the film, the brand has released a new line of products, including a self-care kit to improve the postnatal breast care experience.
‘The reality is that women are blindsided by the physicality of breastfeeding – raw nipples, uterine contractions, painful clogs – no one tells you that it can be as painful as your vaginal recovery,’ explains Chelsea Hirschhorn, CEO of Frida. ‘It’s all part of the postpartum physical experience – but it never gets any air time.'
Uncover more on the need for honest marketing for new mothers in our opinion piece.