Mexican Comediennes Release Alternative Breastfeeding Campaign #NoAlNoMames

Back in May 14, Mexican officials released a campaign to promote breastfeeding during the first six months of a child’s life. It consisted of posters of actresses, models, singers and athletes posing topless but in tight jeans, showcasing their toned abdomens and looking very glamorous. Covering their chests was a banner with the slogan: “No les des la espalda, dale pecho” in Spanish, which translates to, “Don’t turn you back on them, give them your breast.” Maribel Guardia, Mariana “La Barbie” Juárez, Cecilia Galliano and Camila Sodi were the four ladies selected for the first stage of the campaign, which was harshly criticized because it sexualizes women by showcasing celebrities in prime physical condition. Additionally, the underlying message of the campaign can be perceived to be condescending to women who choose not to breast-feed. Those unhappy with the campaign have pointed out that the ad should have merely highlighted the benefits of breastfeeding.

Two weeks after the polemic campaign was released, a group of comediennes called Comediantes Unidas en pro de la Lactancia, or Comedians United for Breastfeeding, launched another campaign with the same purpose. Sara Ene, Andrea Ortega Lee, Lea Leyele, Myri Boquitas and Xoch Sánchez Santos released a video in which they mock the original campaign, but at the same time, also with a naked torso, defend and promote breastfeeding. “In recent days a pro-breastfeeding campaign was published. It was clearly not thought of,” says one of the comedians, "It was in really bad taste," said another, “And worse, it was made with your taxes," a third girl concluded.

The girls went on to talk with a funny play on words using a common Mexican slang “Mamar” which literally means “To suck” but is also used as a synonym to “blowjob” and as the F word in some cases. For example “No mames” which could literally mean “Don’t suck,” really means “Stop (effing) around.” In the video the girls say “To breastfeed your baby is the most natural way of keeping him healthy. ‘No mames,’ well, yes, so, ‘mamen.’”

In the end, the girls invite the viewers to participate in this campaign with the hashtags “NoParesElTrenDelMame” (Don’t stop the sucking train), #MamesLaLeche (Suck the milk) and “#NoAlNoMames (Say no to “no mames”). Of course, given the double entendre, some people thought this was tacky and boring, while others found it funny. Check out the campaign below and let us know what you think!