Brands ‘pump’ awareness this breastfeeding week

New Delhi: World Breastfeeding Week takes place during the first week of August each year, with support from WHO, UNICEF, and various Ministries of Health, along with numerous civil society partners. The theme for 2024 is "Closing the Gap: Breastfeeding Support for All."

This year's campaign is to honour breastfeeding mothers in all their diversity and at every stage of their breastfeeding journey. It is also to highlight how families, communities, and health workers can offer their support to every breastfeeding mother.

Numerous brands have joined with their creative forces to spread awareness regarding breastfeeding and to support new mothers in this journey. 

BuzzInContent.com has curated work done by Philips Avent, Himalaya BabyCare, Seabamed, Chicco and Emcure Pharma. 

1. Philips Avent celebrates breastfeeding week with conversations with new mothers

The latest Philips Avent film sheds light on the often solitary and demanding journey of motherhood in India. The video opens with a scene: three mothers, each tenderly cradling their babies, share their personal breastfeeding experiences. In separate rooms, their husbands and families watch via a live feed, listening intently as the mothers discuss the joy and importance of breastfeeding. They speak of the profound bond it fosters with their babies and highlight the nutritional benefits of breast milk. However, they also candidly discuss the challenges they face - initial struggles with latching, moments of soreness, and the physical strain. 

As the mothers share their stories, the film captures the husbands' and their families’ reaction - a mix of empathy and frustration at being unable to directly alleviate their wives' or daughter-in- law’s difficulties. 

2. Himalaya BabyCare film

Himalaya BabyCare, a part of Himalaya Wellness Company, has released a film on the occasion of Breastfeeding Week. 

The film follows the struggles faced by a breastfeeding mother as her husband, mother-in-law and boss help her through the day. 

This film also aims to highlight the brand’s initiatives to support the mother in her new journey. The company unveiled 265 feeding rooms for mothers to breastfeed their babies in public spaces. 

3. Seabamed pays tribute to the resilience of breastfeeding mothers

Sebamed presents a digital film that dives deep into the emotional and physical struggles faced by mothers as they navigate the complexities of breastfeeding. 

The film shares real stories of four brave mothers who courageously open up about their experiences. They candidly discuss their fears and frustrations as well as determination that helped them tide over the challenges. These narratives aim to break the silence and normalise conversations around breastfeeding challenges, providing comfort and solidarity to mothers everywhere. 

4. Chicco underscores the importance of manual breast pumps

To understand the challenges mothers face with the nourishment of their babies through breast milk, Chicco collaborated with three mothers by creating a video. 

The first one, a working mom whose maternity leave is about to end, found breast pumps useful for storing milk. 

The second mother struggled with her sleep due to her baby waking up at night due to hunger, and the third worried about efficient milk extraction. 

This film aims to emphasise upon the importance of breast milk and how manual breast pumps support breastfeeding, ensuring that babies receive the care they need even when mothers are not in close proximity.

5. Emcure Pharma

 Emcure collaborated with moms, who shared their perspectives on public breastfeeding and the importance of normalising it. Moms held "Breastfeeding Zone" signs in various public locations, making a statement that every place should be a safe breastfeeding zone.