Pro-Breastfeeding Ads Really Stick It to Moms ... in a Good Way (PHOTOS)

Breastfeeding freshness stickers

Advertising agency BooneOakley's new breastfeeding "fruit sticker" campaign is something that will make you do a double take -- or, at the very least, it'll serve as a reminder to eat your fruits and vegetables. Featuring a series of produce-inspired labels, the campaign gives nursing mothers a unique message of support about the "freshness" of breastfeeding that they can place on their boob.


"The best nutrition for your baby is you."

BooneOakley first had their "aha" moment after noticing fruit stickers on produce and how they reiterate the importance of both health and choosing something natural for the body. Calling on photographer Greg Slater, the agency created an ad campaign that promotes breastfeeding for "baby-friendly" hospitals.

The stickers -- which use phrases like "Guaranteed Fresh," "Locally Grown," and "100% Natural" -- also highlight breastfeeding benefits, including declarations that it can reduce the risk of asthma, SIDS, and obesity. Breastfeeding moms can even use them as a fun reminder to switch boobs while nursing their babies.

In addition to the "freshness" stickers, BooneOakley created a series of wall posters -- featuring real-life women as models, who are either pregnant or nursing -- to echo the advantages of breastfeeding and how nursing a baby doesn't deserve censorship.

"100% natural."

Posted by Adweek on Monday, January 25, 2016

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Well ... this is definitely a creative way to shine a light on breastfeeding.

The response to this produce-inspired ad has been extremely mixed, which is expected. After all, it's not every day that you see freshness labels put on a woman's breast.

Even though I breastfed my firstborn, and am currently nursing my 7-month-old, I don't think I would put one of these stickers on my breast (stickers can hurt when they come off). I do, however, think the actual posters, which show "freshness" stickers on a mother's breast, are interesting (definitely eye-catching) and have a positive message.

Breastfeeding can be a very touchy subject. Sometimes, it comes easy, and other times, it's not a reality. At the end of the day, moms need to do what they think is best for their babies -- and if this sticker helps make the decision easier, more power to you.



Image via booneoakley/Twitter

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