Breastfeeding Moms Declare Independence in Willow's Campaign

As advertising gets incrementally more progressive, fitting depictions of motherhood—breastfeeding, in particular—remain a hotly debated subject within the industry. Brands have been especially slow to include breastfeeding images over the years, despite the public's increasing support toward mothers who feed in public. But recent campaigns from Nike, Frida Mom and Tommee Tippee indicate an energy shift, a push for greater representations of breastfeeding. Brands are feeling emboldened and demanding acceptance of one of the most natural aspects of motherhood from both the public and the marketing industry— including companies that have never publicly advertised before. Such is the case for Willow, a brand that specializes in hands-free mobile breast pumps. The company recently collaborated with creative agency ONA on its first brand campaign: an out-of-home collection of billboards that demand better for lactating mothers. Titled "Declaration of Independence," the campaign spans 75 locations in New York and aims to garner more respect for breastfeeding moms by calling out the archaic treatment they still face. For each board, the prevailing takeaway is that mothers are divesting from narrow ideals of motherhood. "We declare ourselves free from your perceptions of what a real mother is," one subway stop billboard reads. Another says, "This is our freedom to be a mother, as much as a person." An especially resonant decree centers on common unhygienic spots many moms have been shamed into using as makeshift feeding spaces, like bathroom stalls and supply closets. For the brand, the campaign reflects its commitment to making the lives of mothers easier—an objective that drives the creation of its products. "This past year was incredibly challenging for mothers," Willow's chief marketing officer, Sarah O’Leary, told Adweek. "Nearly 1.5 million moms are missing from the workforce and approximately 73% of moms feel like they were failing to fulfill expectations for their family during the pandemic. We saw an opportunity for our brand to take a stand on behalf of moms and worked together with ONA Creative to create a campaign that would inspire and enable moms to embrace their freedom, from being tethered to a traditional breast pump, as well as from society's archaic impressions and judgments of what a mom should be and how a mom should behave.” For ONA, tone played an essential role in the messaging. Wanting to avoid "toxic positivity," the agency leaned into a nuanced look at motherhood by celebrating the rewards and acknowledging the more difficult moments. "We wanted to paint a completely honest picture, not just of the burdens but also joys of motherhood, and the strength required to endure it," says ONA's founder and CEO, Sanja Komljenovic. "Moms are superheroes—from athletes to doctors to stay-at-home moms of multiples. We hope that we can continue to celebrate motherhood: every way it looks, every way it sounds and everything that comes with it, while still allowing mothers to maintain their identities outside of it." "Declaration of Independence" also leverages the influence of celebrities like professional soccer player Ashlyn Harris and surfer Bethany Hamilton to help spread the message across social media. Motherhood Remains One of the Most Controversial Topics in Advertising

Out of Home Advertising News

Breastfeeding Moms Declare Independence From Archaic Ideology in Willow's First Campaign

A brand uses OOH marketing to advocate for the modern mom

Shannon Miller

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Shannon Miller