A sign in a British hospital has caused controversy for asking breastfeeding moms to pay attention to their babies instead of their mobile phones. The sign, which went viral on social media, has had many parents come forward to criticize its “mom-shaming” message.
The poster depicted an image of a smartphone struck through with a red line on one side and a swaddled baby on the other. Cottrella captioned the photo, “This poster makes me sad.”
“These posters were created by our Special Care Baby Unit nurses following UNICEF baby-friendly accreditation training and have been in place for a few months,” the representative explained, adding, “They are intended to be used only within the context of the unit, where we support moms of premature or very poorly babies in building a healthy connection.”
The poster, they explained, had been working “very successfully” as a conversation starter for the hospital’s SCBU team and had received mainly positive feedback.
“When I had my son Jacob in July 2014, he had a healthy appetite,” Hope explained. “He fed every three hours and each time would take a good hour; that’s eight hours a day.”
Using social media while feeding her son gave Hope a “lifeline” and made her feel less lonely. Not to mention, she said, her babies rarely fed with their eyes open, so breastfeeding gave this resourceful mom the opportunity to work through her to-do list while her babies were otherwise engaged.
Yeovil District Hospital’s SCBU responded to the widespread criticism of their sign and concluded that it’s all a matter of balance.
Moms with babies in special care, staff pointed out, are at greater risk of postnatal depression, so keeping in touch with family and friends is just as important as learning to bond with the new baby. “[T]his is about encouraging a healthy balance,” they said.