Similac (a company that makes formula) has come out with a new advertising campaign. It is called “Strong Moms Empower”, and is a call to remove the stigma and judgement associated with formula feeding. This is how the company describes it:
It’s time for moms to feel good about the decisions they make for their children and their families. The StrongMoms Empower campaign, brought to you by Similac, is a call-to-action to create a more supportive and less judgmental environment, online and off.
You can go online, “sign” a pledge, and then add a badge to your blog or website to show your solidarity with the cause. There is also a discussion on twitter under the hashtag #strongmomsempower.
I have so many mixed feelings about this campaign. Regular readers of my blog know that I am a strong advocate for infant feeding choice. I actively fight to dispel the misconceptions that surround formula feeding. Any support that I can get in spreading that message is more than welcome.
I’m concerned that it’s a formula company who is initiating this message. I’d like to think that they are doing this out of an altruistic concern for our mental health, but I suspect that it has more to do with the bottom line. Formula feeding moms already take so much crap for being “in the back pocket of the formula companies”. It’s commonly assumed that our decision to formula feed is influenced (or solely decided) by advertising. It takes away from the power and autonomy that we used to make our decisions. I know that this campaign will be wielded as a weapon by those who choose to condemn us for our choice. I’m also worried that the validity of the message will be challenged due to where it originated. There will be those who ignore it altogether; the thinking being that because it came from a formula manufacturer, it must be wrong.
On the other hand, I do use formula (not Similac, but another national brand). Why not have the industry that I have entrusted to provide my baby with nutrition stand up for me and my rights? Regardless of their motivation, the message is an important one. Although formula companies have a shady past when it comes to their marketing practices, I don’t think that they are all inherently evil.
I’ve written posts about the massive amounts of judgement that moms receive in regards to every parenting choice they make. It’s ridiculous. We all complain about it, but we do it to each other. The day that I wrote my post about being nice to each other, I took a personal pledge to support other moms more and judge less. I encouraged others to share my post and to take some time to say something nice to a mom every day. I think that Similac has the same idea, just on a much larger scale.
Do I think that this campaign will make a difference? I don’t know if it will make anyone judge less, but perhaps it will make moms who have been judged feel more validated in their choices. Regardless of where the message is coming from, that will be a good thing. And, like it or hate it, this marketing initiative has people talking. It is a concept that resonates deeply with parents. Do I like it that Similac is exploiting that for financial gain? Maybe this is a case where the ends do justify the means. So, for now, I will display the badge on my blog in solidarity. I will align myself not with a corporation, but with the idea of a judgement-free parenting community where everyone can feel accepted.
- To Empower and Not To Judge: We Are All In This Journey Together (sippycupchronicles.com)
- StrongMoms Empower – We Don’t Judge! Take the #StrongMomsEmpower Pledge (thechattymomma.com)
- Stop Being Such A Bully… Mom! #StrongMomsEmpower (thecinnamonhollow.com)
- Strong Moms Empowerment- Take the Pledge! #StrongMomsEmpower (rbuteau.wordpress.com)