A recent ad from Frida Mom, aimed at shedding light on the often overlooked realities of postpartum recovery, has been turned away from the Oscars. If you were to ask women who’ve given birth about their recovery experiences, many would likely say it was far more challenging—and messier—than they had expected. The reason behind this disconnect? Society tends to shy away from discussing the gritty details of those early days after childbirth, especially the uncomfortable experience of tending to personal needs while in pain.
Frida Mom is bravely tackling this subject head-on with an advertisement that reveals the raw truth of postpartum life. Unfortunately, the Oscars deemed this ad unsuitable for airing, despite its lack of violence, political messaging, or explicit content. The company pointed out, “The ad you’re about to see was rejected by ABC & the Oscars. It’s not ‘religious or lewd’ and doesn’t feature ‘guns or ammunition.’ Yet we’re left wondering why new moms feel so unprepared.”
The commercial features a new mother who is awakened by her baby’s cries, but before she can care for her little one, she faces the daunting task of using the bathroom. This process is anything but straightforward in those initial days. Viewers witness her navigating the familiar routine of changing her pad, using a soothing spray bottle, and managing hemorrhoid pads—all while dealing with discomfort.
Is it glamorous? Absolutely not. It’s downright messy. Some might argue, “I don’t want to see anyone using the toilet!” But the truth is, everyone poops. This is not something we need to shy away from discussing. However, when it comes to the chaotic initial days at home with a newborn, many new moms are caught off guard by the overwhelming physical challenges they face. Even for someone like me, who is usually open about such topics, I hardly shared the realities of my postpartum recovery with friends.
Frida Mom is making an effort to capture this unvarnished reality, and they’ve done an incredible job. The founder, Lola Kensington, stated that they won’t be contesting the Oscars’ decision. “We aimed to highlight the unfiltered experiences of millions of women in the U.S. each year. We’ll continue to explore ways to reach a broader audience and prepare women for what to truly expect during the ‘fourth trimester.’” This company is determined to educate mothers about the challenges that lie ahead once pregnancy concludes. Kensington noted, “It’s astonishing how many women enter childbirth without understanding what their bodies will face and what they need for recovery.”
It’s commonplace to see commercials for feminine hygiene products featuring blue liquid instead of something resembling reality, so it’s not surprising that an ad depicting the truth of postpartum recovery was rejected. Until we normalize these conversations, the reality will remain shrouded in taboo, leaving new moms unprepared for the hurdles they’ll face after giving birth.
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In summary, the rejection of Frida Mom’s ad by the Oscars highlights society’s reluctance to confront the unfiltered truths of postpartum recovery. As long as these realities remain unspoken, new mothers will continue to be blindsided by the challenges that accompany childbirth.
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