Hospital criticised for ‘disgusting’ ‘yummier mummy’ breastfeeding advertisement

A hospital is being criticised for a "disgusting" breastfeeding advert encouraging women to become "yummier mummies."

The UK's Chelsea and Westminster Hospital ran the campaign telling mum's to breastfeed as it would allow them to "get their figures back sooner!" The campaign also said that breastfeeding mothers "don't have to spend their money on formula milk" alongside a photo of a pair of red heels. https://twitter.com/CHIMPSINSOCKS/status/1048527569430228992 Images of the campaign were shared on Twitter by actor Amanda Abbington who told the hospital: "Sit down. Thanks." One user called Jodie responded to the tweet saying that the campaign was "shameful" and would make new mothers who couldn't, or didn't, breastfeed feel guilty. She said:

"This is disgusting. This is the sort of ill considered garbage that increases women's feelings of guilt and inadequacy. "Future Mum's. Mum's To Be, New Mum's and Experienced Mum's DO NOT NEED TO have their decisions ridiculed in such a sycophantic, sadistic manner! Shameful!"

The images originated from a 2011 Chelsea and Westminster Hospital newsletter in which new mothers were encourages to breastfeed. Of the campaign, the newsletter said:

“The Trust has also launched the Yummier Mummy publicity campaign to promote the benefits of breastfeeding for not only babies but also women in a fun, innovative way.

“Examples of the eye-catching posters used to promote the Yummier Mummy campaign are pictured.”