This Crying Baby Is Fighting for Better Breastfeeding Laws in Spain

Jan. 30, 2023

The baby is programmed to cry 24/7 until a Breastfeeding in Public Spaces law is passed.

According to a recent study on social tolerance of breastfeeding in public spaces, 1 in 2 women in Spain have had to hide when breastfeeding in public. In addition, 63.5% of women have felt judged when breastfeeding in a public space. Teta&Teta, a non-profit brand, wants to change that. With their latest campaign, Teta&Teta, is aiming to normalize breastfeeding and safeguard breastfeeding women, a right which is protected by the WHO and UNICEF.

Laia Aguilar- IBCLC de LactAppa mentioned:

"Babies have a here and now need. When a baby wants to breastfeed, it is a basic need for them. Trying to console him and prolonging the feeding... generates stress, anxiety, and irritability for the baby. One of the principles of breastfeeding is that most of the time, it is essential to breastfeed on demand." 

 

At a recent launch event, in addition to sharing the results of the study, mothers gave testimonials about their lived experiences of breastfeeding in public.  However, now the public will be able to feel for themselves, first-hand, a mother’s experience. Specifically, with a large baby whose crying will not stop until someone acts.  This baby can be found in Madrid central at Reina Sofia Museum Square.

The agency behind is LOLA MullenLowe for TETA & TETA.

Saray Gonzalez & Helena Marzo LOLA MullenLowe Creative Directors said:

"A baby's only weapon to get what it wants is its cry. That is why we have used this cry to fight for the fundamental right of babies and mothers. From the beginning, we understood the need to raise awareness about an issue that women suffer more directly but that affects us all as a society. Although we may think it is something normalized, when you listen to the testimonies of mothers and see the situations they’re facing, you realize that we still have a long way to go to normalize it. Therefore, this campaign is vital and has an obvious objective, to achieve a Law that protects Breastfeeding in Public Spaces; the challenge is that we do not know when we will achieve it, and, therefore, we do not know how long this campaign will last. Still, we hope to have a proposed law on the table very soon."

 

The baby was created by Cristina Jobs (@cristinajobs), a hyperrealist sculptor. First, 3D scans of several real babies were taken, then 3D printed. This was followed by a detailed and labour-intensive process requiring many hours. Molds were then made, and silicone was used to craft the structure, before it was skillfully painted to achieve the hyperrealism of skin.

The baby will be guarded by security 24/7, but it is impossible not to hear its cry. That's why every passerby who hears the baby crying will approach to see what it is all about, successfully raising awareness of the cause.