Short Film to Reduce Stigma Around Breastfeeding

To honour and raise awareness of World Breastfeeding Week (1-7 August), Stink creative director (and father) Jon Lawton has created an apt spot that highlights how ridiculous it is that women still receive prejudice when they breastfeed in public. 

Set to Peaches' perfectly punchy track, Fuck The Pain Away, the short film compares breastfeeding with eating in public - which is weirdly much more socially accepted.

Juxtaposing clips of a mother feeding her baby - something that should be regarded as natural and an intimate moment -  with close-ups of people chomping down greasy fast food dishes, Lawton does a good job of making you realise how disgusting and unappetising eating can be and how unfair this is for new mums.  

The video was inspired by news stories, in which women have felt embarrased, judged or humiliated for breastfeeding in public - such as this story in the Metro, in which a woman had to feed standing up because no one offered her a seat on the tube in London. Which to put it frankly, sucks.

“Have you seen people eating?" says Lawton. "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. If one mother feels more confident breastfeeding in public because of the film - that's all I want.” 

Basically, the aim of the video is to encourage women to feel empowered and be able to breastfeed wherever the f*ck they want.