Dear Dove and whichever ignorant person gave this campaign the all clear to be published,
I cannot understand your latest posters, who are you actually aiming them at? Who did you hope they would appeal to? I understand the ‘shock’ value of some campaigns for brands such a compare the market or something along those lines but for a baby product and a ‘caring’ brand… It just doesn’t work.
The thing is I don’t think you intended this campaign to shock people in to talking about Dove baby and then have your sales sore. I think you genuinely thought people would like your ‘fresh’ take on breastfeeding…. We don’t.
Whomever decided that these posters were fit for public viewing needs to understand how difficult breastfeeding is. It is not a choice you make to have an easy life. It has massive benefits beyond health but also many struggles.
It is constantly giving a small human access to your, once personal, breasts whenever they choose. Usually this is in a public place when you are unprepared. They don’t often show manners so it means quickly getting your boob out to stop the demands of a tiny uncivilised person.
You feel pressure to be quick to give them your boob so they don’t attract every single person’s attention to then watch you get your boob out.
Generally it means you are stuck under them for anything from a few moments to a couple of hours depending on if they fall asleep/poop.
It often means getting engorged, having no help understanding why feeding hurts, having to grit your teeth and let this little person have their milk even if it is making your insides tighten and tears fall.
It is not a lazy option as some think. However I would never take back my decision to breastfeed. It forms a bond beyond words and a comfort that at times, like now when my baby has just had her jabs, only I can provide and make the world OK again for her.
The idea that these ignorant and backwards posters could possibly put someone off of breastfeeding as to not offend the hundreds who say ‘put it away’, breaks my heart.
You could have taken someone’s chance of being that ultimate comfort away.
You should not be supporting the people who tell women to feed their babies in the toilet or to keep a muslin over their heads even if they are sweating.
And as for the poster suggesting you support the poor baby being left to cry instead of comforted?? Seriously!!!? That is beyond disgusting to tell the public and put your name to. I can’t believe how even the graphic design team did not think, “wow this is really cruel, we should not encourage this, we shouldn’t publish this”.
Honestly is this meant to encourage us to use your baby wipes or baby bath? You showing utter neglect to a baby?
All I will say is, yes you have got the ‘social’ mums talking. Yes your name is being discussed amongst ‘mummy group’s. You have succeeded in getting #Dovebaby through the global world of Twitter. Congratulations.
The result of this? I have agreed with over 30 mums, dads and grandparents in the past few days that these adverts tag line of “what’s your way?” belong to a fast food company, not a baby’s milk supply. We have also agreed that we will not be supporting or purchasing Dove products again.
Congratulations for pissing off every mum that has every been tutted at whilst feeding, every mum who has been made to feel unwelcome in a cafe for giving her baby milk with her own coffee. You have done a great job at undoing many years of trust we once had for the Dove brand.
Regards, Jessie, still breastfeeding a 14 month old in public whenever she waves and says ‘tittie‘.