The ads that want to make mums think before they eat.

If you’re anything like us, when you are pregnant you become even more mindful about what you are putting in your mouth.

This mindfulness not only applies to the food that we eat, but the drinks we consume, the medicines we take and even the air that we breathe. After all, we’re the ones in charge of growing another very special little person and our body is our baby’s cocoon.

It’s a good thing too that most of us stop and think before we eat, drink or consume; A study in mid 2015 by Robert Waterland, an Associate Professor of Paediatrics and Molecular and Human Genetics at Baylor College of Medicine found that HEALTHY diets of pregnant mothers can result in babies developing a gene variant that suppresses tumours.

However if a pregnant mother does not have good nutrition, her baby’s immune system is less likely to activate the cancer-fighting gene variant.

It’s a confronting thought; the fact that what we eat can such a potential impact on their futures.

Embracing this research, Brazil’s Paediatric Society of Rio Grande (SPRS) commissioned Brazilian-based agency Paim to create a series of ads designed to bring this idea to life.

Some would say the ads are alarming; we would say they are thought provoking.

The ads that want to make mums think before they eat_donut — Image source: SPRS

You might feel OK having a burger, a coke or a donut when you’re pregnant (well that’s what cravings are for aren’t they?) but you definitely would not be OK letting your newborn bubba suck on a softie or nibble on a sugar laden treat.

The ads that want to make mums think before they eat_coke — Image source: SPRS

Translated the tagline on these ads could mean …

Your child is what you eat

or “You child eats what you eat”.

All importantly aimed at arresting bad food choices during pregnancy and getting mums to really stop and think about what they’re eating while they are growing their babies.

What do you think about these ads? Would they ever be allowed to run in Australia? Facebook wouldn’t be too impressed would they?

But most importantly, do you think it might make Aussie mums stop and think about the foods they’re eating during pregnancy and while they’re breastfeeding?

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34 Comments

- - ChiWren said
  - 28 Apr 2024
    4:17 pm
It’s hard to not give in to cravings and feeling like you deserve a treat when pregnant, but it’s so important to limit sugar.

- - mom101628 said
  - 08 May 2017
    9:08 pm
Very clever advertising. However if you always eat everything you want in MODERATION, there is no need for the ads.

- - robyn_smithwick said
  - 30 Nov 2015
    10:47 am
This add is very well done. The message comes across loud and clear!

- - cherz said
  - 07 Nov 2015
    8:02 pm
17TH SEPTEMBER 2015 AT 9:21 PM,
MOM159272 SAID:

Read this http://www.babymilkaction.org/archives/6899
Nestle is one of the sponsors of the Pediatric Society in Brazil. More dirty tactics from a formula company that undermines breastfeeding.

Thank you mom159272 I did click on your link and found it very interesting indeed.

- - mom94378 said
  - 06 Nov 2015
    9:33 pm
Very clever advertising. If it helps 1 child, its a winner.

- - mom126075 said
  - 03 Nov 2015
    10:27 pm
IsAs if mums aren’t guilted enough. Seriously a healthy diet with a little sweet or take away thrown in isn’t a crime
- mom93821 replied
  
  02 Oct 2016 , 4:05 pm
  Sadly, there is a lot of things that guilt is attached to for mums.
- - hopefullyheidi said
  - 24 Oct 2015
    3:10 pm
I think the imagery certainly helps us to question what we are eating

- - mom94125 said
  - 14 Oct 2015
    9:29 pm
yes this ad does make you think for sure

- - 4littlemunchkins said
  - 12 Oct 2015
    10:48 pm
So much shame on mothers, if you don’t breastfeed, you are terrible, if you do and you eat a donut you are terrible. Yes we need to be teaching everyone about the importance of healthy food but I don’t like this shame culture on mothers.
- mom94125 replied
  
  17 Oct 2015 , 3:07 pm
  yes well said and a fab point of view because you are right. for every person that insists that their way of doing things is correct, there is someone saying the exact opposite and they are all “professionals”. can get very confusing
- - mom71809 said
  - 07 Oct 2015
    12:30 pm
I’m in 2 minds about this – education is priceless, however an occasional treat shouldn’t add to a mother’s guilt. We do what we can, the best we can, most of the time. In my first pregnancy I had a hard time keeping anything down and following the guide on safe eating while pregnant didn’t leave a lot of options if I was out in public (should make your own salad at home etc).

- - mom113055 said
  - 29 Sep 2015
    7:48 pm
what you eat your babie eats

- - mom93821 said
  - 26 Sep 2015
    11:05 am
I am not convinced about these ads delivering a message. Positive ads and messages do more good than negative ads and messages about breast feeding and nutrition.

- - mom56312 said
  - 22 Sep 2015
    6:32 pm
I totally agree with MOM90758, about the alcohol and smokes. cravings can be a bad thing while pregnant but if you have to have the occasional glass of soft drink or junk food etc its ok but not every day.
- june11 replied
  
  30 Jan 2016 , 9:54 pm
  I agree. I think the ads. are aimed at those who eat and drink junk constantly.
  Yes, if you are breastfeeding some foods will affect your baby, possibly give them colic. Cucumber is one that is known to give baby colic pains. One of my friends from work started to eat a 2nd slice of cucumber then remembered what she had heard from another friend. Simon was definitely affected by it.
  A relative of mine made a slice with Eggplant in it. We had one very upset baby who I helped the Mum walk the floor with. As soon as we stopped he woke up and was pulling his little legs up like they do when they are in pain. I don’t know how long we both spent rubbing his back and tummy too. All I know is it is a long time from 1,00pm to dinner time at about 6.00pm trying to settle an upset baby walking around a lot of the time.
- - mom113055 said
  - 20 Sep 2015
    2:07 pm
before eating

- - dbhall82 said
  - 19 Sep 2015
    2:07 pm
Oh my god this ad is scary!! I craved the drink coke during my pregnancy but I thought it was ok as I was having a balanced diet also ..guess I was wrong!!

- - mom90758 said
  - 19 Sep 2015
    12:56 pm
I love the message the ads convey. I would add “smoking” and “drinking alcohol” in the same graphic way. A lot of women still don’t realize how much they harm their unborn babies.

- - mom159272 said
  - 17 Sep 2015
    9:21 pm
Read this http://www.babymilkaction.org/archives/6899
Nestle is one of the sponsors of the Pediatric Society in Brazil. More dirty tactics from a formula company that undermines breastfeeding.

- - mom103920 said
  - 17 Sep 2015
    12:39 pm
I think the message portrayed is very effective and important. Certainly something I was very conscious of when I was pregnant and breast feeding. I don’t see Australia allowing this form of advertising anywhere except hospitals and health clinics, and even then, I’m sure there would be people that would object.

- - mom74640 said
  - 17 Sep 2015
    8:47 am
Lke it

- - mom150983 said
  - 17 Sep 2015
    6:59 am
The pictures are very thought provoking