Breastfeeding Moms Wore Hilarious Cat Masks to Fire Back at Instagram

Breastfeeding brand The Little Milk Bar says Instagram flagged their ads for "sexual content and nudity." Their response? Photos of moms breastfeeding in cat masks.  

October 8, 2018

Oksana Kuzmina/Shutterstock

Breastfeeding challenging enough without being shamed or slapped on the wrist for doing what you need to do to feed your L.O. That's why Utah-based breastfeeding brand The Little Milk Bar is standing up for nursing moms everywhere with a new viral campaign featuring cat masks. Yep, cat masks.

In an Instagram post shared last week, the brand shared a shot of a mom wearing a cat mask and breastfeeding her tot writing, "Hey @instagram , yes @instagram ... we’re talking to YOU! Just one question... is THIS photo okay? . In case you haven’t heard, almost all of our ads are being denied due to 'sexual content.' No matter how many times we appeal the denial, our photos of mothers breastfeeding their babies are continuously being categorized in the “sexual & nudity” category when running an ad. And we get a reply that says 'we stand by our decision.' <----- insert all the angry bad words here . So we turned our mothers into cats... is it okay now? . If you’re as angry as we are... tag @instagram below... it’s up to us stop this nonsense. No one else is going to do it for us. #momsquad #dropthecover #normalizebreastfeeding" 

It's no surprise The Little Milk Bar is taking on Insta in this way. The brand was founded to support breastfeeding moms who could use someone in their corner. The site's "about us" section reads: "Too many women hide in bathroom stalls, parked cars and dressing rooms to feed their babies... because they're afraid of the comments they'll get from strangers. Our mission is to help put a stop to that. To empower mothers everywhere to feed their baby when and where they're hungry, with or without a cover... however YOU feel most comfortable. We hope that no other mother EVER has to ask, 'can I feed my baby here?' ever again."

And they're only serving to double-down on that mission with this cat campaign. Alongside another shot of three moms breastfeeding in cat masks, the brand wrote, "Why is it when people see a 😸 feeding her baby kittens they tilt their head followed by the usual, 'awe so cute.' But when that mother and baby turn into humans... it all the sudden changes to, 'that's gross'... 'you should do that somewhere else'... 'you need to cover up.'
Listen up mamas, you DO NOT have to cover up, you DO NOT have to sit in a dirty stinky bathroom stall, you DO NOT have to pump before you leave the house, you DO NOT have to leave the conversation to go sit alone."

Nursing moms on Instagram were thrilled to see The Little Milk Bar taking a stand. "Thank you! I am by nature a very reserved person, but my babe kind of threw me out of my comfort zone by force. I will never, ever go sit in a nasty bathroom to feed any of my babies! If anyone doesn't like it, then they can take it elsewhere," one wrote.

Others addressed @Instagram directly, like one who wrote, "@instagram I am a breastfeedingmomma who is very disappointed in the way you have been treating the breastfeeding ads from this account. All momma's have a right to feed their babies! Ps get with the times there's is NOTHING sexual about breastfeeding."

Cheers to The Little Milk Bar and their followers for speaking out and standing up for breastfeeding moms everywhere. With hope, their campaign serves to right the nonsensical wrong exhibited by Instagram in this case. 

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