Directed by Jon Lawton, this campaign for Global Breastfeeding Week focuses on the tagline “breastfeeding is nicer than you feeding”. Featuring the empowering and vert apt song “F*** The Pain Away” by Peaches, Lawton powerfully conveys a juxtaposition of a peacefully breastfeeding mother and baby, and people scoffing messy food. It’s illegal to prevent a woman from breastfeeding, yet mothers still feel a stigma attached to feeding their babies in public, often feeling embarrassed and judged.
Jon Lawton, creative director at Stink Studios said:
A month ago I read a news story about a woman being asked to leave a restaurant because she was breastfeeding, which is total bullshit. Have you seen people eating? It’s disgusting. All lips, sauce and gob. It’s like we go backwards in our ability to do the most simple human task. Babies feeding, by comparison, is the most elegant form of the act. The Peaches post-punk track was just perfect. Loud, proud, with a fuck-you attitude. If one mother feels more confident breastfeeding in public because of the film – that’s all I want.
I love the direction Jon has gone in with this short film – it is incredibly empowering and goes to show that breastfeeding (the most natural thing any mammal can do) is in no way comparable to grotesque, slow-mo clips of mouths devouring greasy, processed fast-food.
Check out the GBW website linked above – it’s a shame they haven’t looked into a re-brand to match the bold film.