It might be 2021 but women’s bodies are still taboo when it comes to the majority of advertising. Nowhere are these taboos and stereotypes more pervasive than when it comes to motherhood. 

Tommee Tippee and Manifest carried out global research with over 750 women and found that many first-time mothers feel underprepared for the realities of feeding. The conversation doesn’t serve mothers’ needs with more than seven in 10 (74%) of the women surveyed globally said they feel society overlooks breastfeeding challenges and half (50%) admitting to feeling pressured to breastfeed, even if they struggle to do so. Shockingly, 56% of women revealed that breastfeeding affected their mental wellness.

Manifest created a new campaign to tackle these stigmas head on and empower mothers to feed their own way. ‘The Boob Life’ aims to drive awareness and spark conversation through a multi-channel campaign including a film and content series called ‘Spill the Milk.’ It has been created in partnership with Manchester based production company The Gate and award-winning director Fiona Burgess,

Unapologetically raw, intimate and honest, the campaign is a rallying cry to the beauty and brilliance of feeding mothers, whatever situation they find themselves in. There’s Lorna, a bottle-feeding mum who has had a double mastectomy and Hannah who combines breastfeeding with expressing so her husband can also help feed their twins.

Chomoi Picho-Owiny, Creative Director at Manifest, explained: “There is a lot of expectation and pressure put upon new mothers who often feel they have to feed in a certain way, and too often this is compromising their own mental and physical health.”

‘The Boob Life’ disrupts the status quo, showing the world just how vital it is to talk about subjects that have historically not been engaged with. By celebrating every which way there is to be a mother, this campaign opens up a space for a conversation that is long overdue.