The Board of Directors of Babywearing International, Inc. is deeply troubled to learn of the print and online advertisements that depict baby carriers as painful fashion accessories which are used by "tired and crazy" mothers to gain "official mom" status. We find that this caricature is inaccurate, unfounded and in poor taste.

 

The statement by McNeil Consumer Healthcare that baby carriers "put a ton of strain on your back and shoulders" is simply false. We believe that babywearing should never be painful, and that through the education and support provided by non-profit groups such as Babywearing International, Inc., all parents can learn to comfortably and painlessly carry their babies and young children if they so desire.

 

The truth is that babywearing has numerous research-proven benefits for both children and their caregivers. Children who are worn cry less, and premature babies that are touched and held gain more weight. We regret that McNeil Consumer Healthcare did not choose to explore the facts about the timeless and beneficial practice of babywearing before launching their controversial ad campaign.

Babywearing International, Inc. is dedicated to promoting babywearing as a universally accepted practice, and we welcome the opportunity to discuss this matter openly with McNeil Consumer Healthcare. While we are encouraged that the company has responded to public outcry by issuing a public apology, and by taking steps to remove the controversial ad, it is our sincere hope that they will work hard to repair the negative image they have created.

 

We urge McNeil Consumer Healthcare to launch an ad campaign of equal prominence that demonstrates the benefits of babywearing and shows babywearing mothers to be the savvy consumers that they actually are. As babywearing advocates and educators, we feel that a well-researched campaign showcasing babywearing in a positive, truthful light would do much in the way of making amends for the irresponsible advertising that has been so hurtful to the many caregivers who proudly wear their children.

The Facts about the Motrin Ad:

As many of you may already be aware, McNeil-PPC, Inc., the manufacturer of Motrin, has recently launched a new "Mom-alogue" advertising campaign which depicts baby carriers as painful fashion accessories which are used by "tired and crazy" mothers to gain "official mom" status. This controversial ad campaign--which has already launched in magazines and on the Motrin website--relies on inaccuracies and false information in order to sell a product. Below you will find the text from both the print and the video advertisement.

The Print Ad (currently running in Real Simple and Lucky magazines) reads as follows:

"Wearing your baby is in fashion. There's the front baby carrier, back carrier, sling, schwing and the pouch. Holding your baby so close is supposed to make them cry less. But what about me? I think I cry more. Carriers put a ton of strain on your back and shoulders. But I'll put up with the pain because it's a good pain, a worthy pain. And it totally makes me look like an official mom, so if I look tired and crazy, people will know why."

The video, which was featured on the Motrin homepage until the night of November 16, is transcribed below (You can still watch the ad at YouTube):

Wearing your baby seems to be in fashion. I mean, in theory it’s a great idea [light switch sound effect]. There’s the front baby carrier, the sling, the schwing, the wrap, the pouch and who knows what else they’ve come up with. Wear the baby on your side, your front, go hands free. Supposedly it’s a real bonding experience [giggle sound effect]. They say that babies carried close to the bod tend to cry [cry sound effect] less than others. But what about me? Do moms that wear their babies cry more than those who don’t? I sure do. These things put a ton of strain [flame sound effect] on your back, your neck, your shoulders ... did I mention your back? I mean, I’ll put up with the pain. Because it’s a good kind of pain. It’s for my kid. Plus, it totally makes me look like an official mom. And so, if I look tired and crazy [cuckoo clock sound effect], people will understand why.

There are a number of factual inaccuracies in the Motrin ad campaign. Here are the facts:

"Wearing your baby seems to be in fashion."

FACT: Babywearing is not a fashion statement akin to carrying a purse or accessory. The timeless practice of babywearing has been present for centuries all around the world. The implication that parents have, care for and carry their children to conform to some external standard of fashion is false, and damaging to the image of babywearing.

"Supposedly it’s a real bonding experience. They say that babies carried close to the bod tend to cry less than others."

FACT: Wearing your baby is not just supposed to make them cry less, in fact it has been proven to result in less tears and stress for both mother and child. In a study published in the journal Pediatrics, researchers found that babywearing for three hours a day reduced infant crying by 43 percent overall and 54 percent during evening hours. (1) There are many more research-proven benefits to babywearing. Click here to read about them.

"But what about me? Do moms that wear their babies cry more than those who don’t? I sure do. These things put a ton of strain on your back, your neck, your shoulders ... did I mention your back?"

FACT: Worn correctly, a baby carrier should not cause pain. A baby carrier should certainly not cause mothers to end up in tears. There are many non-profit groups such as Babywearing International, Inc. that provide education and support to caregivers in order to help them achieve comfortable and pain-free babywearing. There are many parents who choose to wear their older babies and toddlers - surely such a practice would not persist if it caused unbearable pain? This statement does much to discourage parents and future parents who are considering babywearing, and is insulting to babywearing parents everywhere.

This ad campaign falsely portrays babywearing as a painful practice done by moms who choose to martyr themselves for a fashion trend or perhaps to benefit their babies at the expense of their own physical and mental health. It is misleading, inaccurate and extremely damaging to the image of babywearing, as well as to the many caregivers who proudly wear their children. It is our hope that once these facts have been presented, McNeil Consumer Healthcare will work with us to repair the negative image of babywearing they have created, and that steps will continue to be made to remove their disparaging remarks from the media.

HOW YOU CAN HELP US:

Contact McNeil Consumer Healthcare (see contact information below) and demand that the company continue to take steps to pull the ad. This controversial ad is not only inaccurate, it paints a bizzare and untruthful caricature of mothers who wear their children for the sake of a painful fad. Nothing could be further from the truth, and we ask that you also demand that the company right this wrong by working with us to put out a well-researched, factual and positive public campaign that showcases babywearing in a positive light. Let the company know that their ad is extremely damaging to the image of babywearing, and it has done much to negatively influence parents and new parents who may have been interested in learning more about babywearing. Ask that the company act in a responsible manner to undo their mistakes. And please let us know if you receive any replies so that we can effectively co-ordinate our Call to Action. Thank you for your support!

Please support BWI by contacting:
Kathy Widmer
VP of Marketing - Pain, Pediatrics, GI, Specialty
McNeil Consumer Healthcare
215-273-8192
kwidmer@mccus.jnj.com

 

UPDATE 12-5-2008: As of this date, no one at McNeil Consumer Heatlhcare has responded to correspondence from Babywearing International. The company revised its apology on November 20 to read as follows: