The social media campaign for Love by GapBody may have been an accident, but the results speak volumes. 

By Lauren Pardee
February 28, 2018
Gap's Latest Campaign Featuring a Breastfeeding Mom Deserves an Applause
Credit: Courtesy of Gap

Breastfeeding is one of the touchier subjects in the mom-sphere that is slowly working its way into a social norm (in good faith). As the taboo around breastfeeding in public lifts, breastfeeding is finally being recognized for what it is: feeding a baby. So, when big-name retailer, Gap, photographed a woman breastfeeding her child for their media campaign, we couldn’t help but applaud. The story behind the image makes this victory even sweeter.

“Love your forever favorite. Pima cotton and a secret soft wash make these sleep shirts the ones you’ll want to wear, keep, and love. Tap to shop. #LoveByGapBody,” the company wrote on Instagram alongside two photos of model Adaora Akubilo and her son.

According to Scary Mommy, capturing a breastfeeding shot wasn’t even a part of Gap’s plan for their Love by GapBody line. During the photoshoot, Akubilo realized her son needed to be fed and asked the crew if it was ok she do so. To her surprise, they were all more than accommodating and told her she could breastfeed right where she was.

The best part about this campaign is that it happened organically, this was a real-life scenario in which Gap captured. Notice how the caption doesn’t mention Akubilo breastfeeding? It wasn’t a campaign for awareness; it was a symbol of change in the most positive way.

As expected, Gap is receiving major praise online not only for changing the conversation but for how they went about it:

No mother should feel ashamed, embarrassed, or targeted when trying to take care of their child. We thank Gap for their social awareness while responsibly setting an example of what the new normal should be and will be. Bravo!