How does this poster make you feel?

TheDadsnet shared this image on their Facebook page recently and people were honestly surprised by the patronising graphic.

Would you be offended?

“This poster is in a hospital. Today. Above the bed of a woman about to give birth.

Sometimes I’m lost for words.”

Comments include:

“I find this ridiculously patronising. As far as I’m aware it isn’t the 1950s and no part of a woman’s body has a responsibility to put a smile on “your man’s” face. Women don’t need a poster campaign. The majority of women want to breastfeed and start to breastfeed their babies (about 85% I believe at the last count). But after the first 6 weeks it drops dramatically and lots of those women stop before they wanted to. What women need is proper qualified support, and the money would be better spent on more lactation consultants on wards, or more breastfeeding-specific training for midwives and health visitors rather than a tacky poster.”

“FAR TOO MUCH PRESSURE on women to be everything for everyone. Absolutely no idea what this poster is really trying to convey… ”

“‘Confident your breasts will put a smile on your man’s face’!!!!! Outrageous. I get what they’re trying but come on, there has to be a better way!! ”

“Erm are they serious? When your milk comes in at first your boobs feel like concrete and your nipples are so sore and constantly wet with milk and sticky. They need constant cleaning and letting down if the the leakage wasn’t bad enough. What on earth is it supposed to promote?”

” So patronizing … out of their mind. Wrong on so many levels. Health care ‘professionals’, stay outside of the bed room, no injunctions, no advice unless asked for it.”

“Are these people for real? Thank you for the reminder that my body is there just to please others”

To clarify the poster was part of competition in 2008 for students and this was actually one of the winning posters to trigger a conversation about the most debated viewpoints about breastfeeding especially among young mothers.

Flick through the images by hovering on the photo below.

Get Britain Breastfeeding - CSM student work

Share your comments below

We may get commissions for purchases made using links in this post. Learn more.
  • If it makes the man be more aware of the reason for his partner’s boobs, I’m all for it.


  • I’m a big believer in breastfeeding. I believe they should be putting time and money into educating people so they have the knowledge to breastfeed until at least 12 months. I assume this is mostly aimed at men so they understand that it isn’t one or the other. Women who have a supportive partner are more likely to achieve their breastfeeding goals.
    When I was in labour I couldn’t even tell you how many people were in the room, I certainly wasn’t looking at the posters. The partner is the one looking.


  • I can see the funny side, but think it’s inappropriate to be ganging over the bed of a mother to give birth. I’m not sure it should be anywhere in a hospital actually


  • I think the tacky part of this campaign was putting it above a pregnant woman.


  • For me, I think the marketing team should be in another job. Doesn’t do anything for me. Poor taste


  • Really, I think people will be offended over anything these days. The poster doesn’t offend me in the least and I don’t think that the poster is saying that women have to be everything for everyone. I think it is simply trying to convey that women with babies should still have a sex life with their partners and I feel that this is a part of a healthy relationship. Why should anyone feel offended by it?


  • A Mother giving birth has enough going without having to think about the poster she was faced with as she entered the room and the comments that may /may not be made as a result of the poster


  • A trigger poster and conversation/argument stater for many…
    What I would like to know is if the winning student was male or female and if they had a baby in their family…

    • Such an interesting point and it would be interesting to know more about the artists and the posters and the competition.


  • Omg the rest of the entries are repulsive!!! The picture of a PIG and talking about losing weight that a woman has gained during pregnancy. Wtf, are they trying to promote PND and body image issues?


  • To me this promotes the opposite of what I feel breastfeeding supports like to promote. This is sexualising breastfeeding. Is this promoting breastfeeding as a fetish? Are the bigger enforced boobs supposed to make women more appealing and hence bind more with ‘their man’. What an inappropriate poster that makes me uncomfortable. If this was in my hospital room I would have ripped it down with no hesitation. Disgusting and degrading


  • I am a mother of four and breast fed for a total of perhaps seven days over the four for various reasons. Not ONCE did “my man” come into this equation. Honestly WTF?? I loved my husband then and i still do but after giving birth i wasn’t thinking of “bonding” in the manor i feel that ad portrays AT ALL!

    Is he meant to sit and hold bub or my boob so we can “bond” in this instance? I am pretty sure he can pop his nipple into the babies mouth and feed…

    Touch is important, closeness is important but this ad campaign to me, at least, missed the mark in a major way!


  • Geez there are better ways to promote breast feeding like EDUCATIONAL posters instead of this nonsense. Will people never learn? First those “yummy mummy” posters, and now this nonsense. Our breasts are for feeding babies not making men smile! The pressure that a poster like this could place on a new mum or one not confident in their own skin just makes me so mad. It’s a time when she needs support, unconditional love and understanding – not being made to feel like she has a look a certain way.


  • It works as a trigger for sure if that is the aim!


  • I wouldn’t be too offended by it. It’s just a poster. Why would I take a poster serieous ??
    When this poster was created to trigger a conversation about the most debated viewpoints about breastfeeding, I’m sure it had an effect.


  • Without the explanation, I was a little unsure of what this poster was about. Having seen it and the other three in the series, it makes sense. There are some other brilliant entries shown too :)


Post a comment
Like Facebook page

LIKE MoM on Facebook

Add a photo
Your MoM account

Lost your password?

Enter your email and a password below to post your comment and join MoM:

You May Like


Looks like this may be blocked by your browser or content filtering.

↥ Back to top

Thanks For Your Star Rating!

Would you like to add a written rating or just a star rating?

Write A Rating Just A Star Rating