The Femtech leader partners with SimpliFed,
Birth By Us, and more to tackle the stigma of pumping for
breastfeeding mothers
SAN
FRANCISCO, Aug. 1, 2024 /PRNewswire/ -- Willow
Innovations, Inc. (Willow), the Femtech leader disrupting the
breastfeeding and pumping industry for over a decade, is once
again challenging breastfeeding norms that no longer serve
modern mothers. Today, celebrating World Breastfeeding Week and
National Breastfeeding Awareness Month, the mom-led brand launched
its "Pumping IS Breastfeeding" campaign to shift
the conversation about breastfeeding and what it means to pump.
The dialogue on breastfeeding often neglects the role pumping
plays in allowing mothers to meet their feeding goals, creating a
stigma that pumping is not breastfeeding. At a time when American
moms lack federal paid family leave and 1 in 4 new moms return to
work two weeks postpartum, pumping is a necessary part of the
breastfeeding journey. Yet moms don't feel proud or supported in
their pumping experience. According to the 2024 State of Feeding
survey1, 87% of new mothers pump, yet only
45% feel proud of pumping. In addition, nearly 40% of new moms
reported receiving no support or education on pumping from
healthcare providers.
The new campaign from Willow affirms that "Pumping IS
Breastfeeding" and provides moms with resources that reflect the
full breastfeeding journey. Moms will have access
to educational and expert content focused on every aspect
of breastfeeding, including pumping. Willow is also debuting a new
video series featuring International Board Certified Lactation
Consultants (IBCLC) and Willow Mom
Coaches, answering moms' most pressing questions about
breastfeeding, how to navigate the pumping journey, what it means
to exclusively pump, and more.
The campaign will also include community engagement
opportunities in partnership with mom-trusted voices. Willow is
collaborating with SimpliFed, its digital IBCLC support service
partner, and Birth By Us, a pregnancy and postpartum app
designed by and for Black women, to elevate the conversation and
provide moms with supportive breastfeeding resources.
"In the U.S., new mothers receive very little support, and we
are too often caught in judgmental 'mommy wars' over the right way
to feed your baby. What new moms need is encouragement to thrive on
their real feeding journeys," said Sarah
O'Leary, mom of two and CEO of Willow. "The majority of new
mothers want to breastfeed, and the reality is most moms will
introduce pumping, sometimes exclusively, for various reasons. And,
they deserve to feel proud of their journey. It's time for our
breastfeeding conversations to be more inclusive of pumping and
align with real experiences."
According to the CDC, more than 80% of mothers initiate
breastfeeding, and 71% plan to breastfeed for one year. However,
due to various health and societal reasons, only 40% of mothers
reach their feeding goals. Pumping is vital in allowing many moms
to reach their feeding goals and give their babies breast milk for
longer.
"Any amount of breast milk, whether it's from the breast or the
bottle, is beneficial - and we know having holistic support and
effective tools make it more feasible. Our research shows that moms
who pump, specifically with Willow, are more likely to reach their
breastfeeding goals and provide breast milk longer," said
O'Leary.
Visit onewillow.com to learn more about Willow and join the
"Pumping IS Breastfeeding" conversation on YouTube,
Instagram and TikTok.
About Willow
Founded in 2014, Willow forever changed
how women pump by inventing the first wearable, in-bra breast pump
in 2017. Built for total pumping freedom, with no tubes, cords, or
bulky and loud motors, the award-winning pumps - Willow
360™ and Willow Go® - are engineered to
give moms the mobility, output, and confidence they need for a
successful feeding journey. Today, with Willow, moms are more
likely to reach their breast pumping and breastfeeding goals. Visit
Willow online to learn more, and follow #withWillow on
Instagram and Facebook.
1Willow, Bobbie, and SimpliFed conducted
the State of Feeding survey between August
10 and September 18, 2023. The survey comprised 1,899 U.S.
expecting and new parents who had a baby last year. Respondents
were asked questions to understand their feeding goals,
expectations, and realities, with a larger goal of identifying how
brands can create a more supportive feeding journey. Economist,
Professor, and Bobbie MotherBoard member Emily Oster synthesized the data into key
findings.
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SOURCE Willow Innovations, Inc.