In a path-breaking magazine cover, Malayalam actress Gilu Joseph has posed whilst breastfeeding a baby. The March issue of Gruhalakshmi campaigns for breast-feeding in public. Even in 2018, it is frowned upon if a woman breastfeeds her toddler in public. What is she supposed to do? Wait till she gets home to feed her baby and let him cry? Gilu Joseph suggests a better idea; how about the society rather changes the perception and accepts breastfeeding like the natural thing it is.
The bold cover is surely going draw attention and get people talking about breastfeeding. "It is a problem to interpret this sexually. Isn’t it a beautiful thing, friends? Why do you think it is wrong? Which god will be angry if you feed your child” Gilu said in an interview with Indian Express.
Earlier it was Lisa Haydon who drew attention for posting a picture of breastfeeding her new born baby. The picture had gone viral on the internet and garnered mixed reactions. In fact, the magazine's campaign is based on another viral picture. The magazine’s campaign ‘Breastfeed freely’ is to celebrate International Women’s Day. The inspiration behind it was the popular picture that featured a 23-year-old mother Amritha U, feeding her child. The picture was posted by her husband AB Biju on Facebook.
We find it very brave of the magazine to tackle such a sensitive issue. Not many magazines in the past have dared to walk down this path. Earlier, Time Magazine launched a similar campaign, but received flak for featuring a 26-year-old model breastfeeding her 3-year-old son. Then once again, when Elle magazine tried to sell their June 2015 issue with a model breast feeding a baby, they received backlash but received backlash. Well, they did shy away from selling the issue on the stands and only sent out the magazine to their subscribers personally. The Indian magazine is out there on stand for you to buy.
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