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Is Fear of Being Caught Naked an Obstacle to Increasing Breastfeeding Rates?
Date:5/10/2010

in the technology, and this first video is intended to speak to a tech-savvy generation of mothers. They don’t necessarily share many of the older generations’ sensitivities. When they become aware of the Freemie through their social networks, many will think it’s absurd when someone tells them they need to go to a private room to use a breast pump, meanwhile falling behind in their work. By using a woman’s existing bra and fitting under her ordinary clothing, the system is simpler to employ, works well, and offers greater flexibility and control over her time and the other tasks in front of her. All around, it’s just more efficient. And younger generations are pretty quick to dump obsolete equipment,” said Garbez.

Using humorous videos on Youtube and other creative communications, the campaign is confronting the practical barriers that women face head on. In the first video two women who have just had babies are working with others in an office when a gunman, a former intern at the company, bursts in. The entire story is gritty comedy, to satirize the point that many women are afraid of being seen naked by a coworker. But the not so subtle point is that mom can be a hero at work, and still bring home her milk.

The company is planning more edgy videos on more sensitive subjects. For example, many women don’t care what others think and will pump wherever they have to, but for others, their own self-image is the key impediment. “I can’t count how many women have told us they hated looking like a dairy cow. And these are just the women who laugh at themselves, and keep pumping anyway. But how many are so turned off by the vision in the mirror that it’s a brick wall for them?” asked Garbez.

How will videos showcasing the Free
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Source: PRWeb
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