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The ‘end mommy wars’ advertisement shames mothers by insisting their beliefs are ‘judgments’ of other women. It is also infantalising and insulting

“95 percent of moms say they feel judged,” says infant formula giant Similac, in a cunning new piece of advertising that doesn’t look at all like advertising.

The seven-minute video advertisement that Similac calls “the Mommy Wars documentary” features a group of new mothers making some heart-rending disclosures, with a particular focus on “judgment”: either judgments these women report receiving, or judgments they admit making of other mothers. Similac says:

#endmommywars. Let’s support each other to stop the judgment once and for all.

Related: Don't stress out. Our kids are just fine when their mothers work late | Jessica Valenti

Women sharing conflicting slices of information are not warring.

Related: Why can't men stand public mothering? Let Kelly O'Dwyer breastfeed her bub | Eleanor Robertson

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from Advertising | The Guardian http://ift.tt/1WgSujS
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