“Mothers tell Kerala, “please don’t stare, we need to breastfeed”.
A Malayalam magazine Grihalakshmi has launched an iconic campaign by featuring Gilu Joseph (who is a model, poet, writer and air hostess) breastfeeding her baby on the cover. Gilu says in the cover story, “Whatever criticism this picture elicits, I will celebrate happily, as it is for all the mothers who want to breastfeed openly.”
“This is nothing to be afraid of or embarrassed about. It is a very genuine need. In today’s society which shuns open breastfeeding, a campaign like this is a great thing and I am proud to be a part of it.”
Moncy Joseph, editor-in-chief of Grihalakshmi gave details about the campaign: “So many times, new mothers are helpless when their children cry of hunger, simply because they are unable to feed in public. This has to change.”
“Breastfeeding is a matter of pride, and women have to be able to feed their children freely and openly. You don’t need feeding rooms to feed your children. So we figured that having a discussion around this would be the most relevant thing to do this Women’s Day.”
“Breasts are perceived in a sexual manner, even when a mother feeds her child. Here it is not just men, but even women who stare if a mother feeds her baby in public.”
Rose Maria, one of Grihalakshmi’s sub-editors said: “When women are asked to go to the feeding room and feed, it is almost like the society is collectively teaching us to hide this very natural thing. This has to change.”
Bold & beautiful..Outstanding way of getting across a message.Remember Ram Teri Ganga Maili where the chief protagonist Mandakini was shown breastfeeding her child on the big screen that was a first and this is too. Need to send message across.
— Ajay K. Pathak. (@tirol2001) February 28, 2018
Quite brilliant and very relevant ??
— Subhash Pais (@Subhash_ati9) February 28, 2018
All the outrage points exactly to what the cover aims to highlight. The stigma associated with (feeding) breasts being seen publicly has to stop. #breastfeeding
— Ardra Balachandran (@ardramaanasam) February 28, 2018
Malayalam magazine is bold to have this cover page. Translation – Do not stare at us while we are breastfeeding. pic.twitter.com/08jDXDKxSF
— santhosh babu (@hypnobaba) February 28, 2018