Immediately post childbirth—it’s a moment in life all moms can agree is not the prettiest to watch. For the brand Frida Mom, which makes products like post-partum pads and perineal healing foam, it’s one that deserves the spotlight on a night when millions of moms and moms to be would be watching.
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The company set out to air its commercial during the 2020 Academy Awards, but announced it was rejected by ABC. According to Frida Mom, they were rejected due to the Academy of Motion Picture Arts and Sciences guideline that states the following types of advertisements are not permitted during the broadcast: “Political candidates/positions, religious or faith-based message/position, guns, gun shows, ammunition, feminine hygiene products, adult diapers, condoms or hemorrhoid remedies.”
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The ad you’re about to watch was rejected by ABC & the Oscars from airing during this year’s award show. It’s not “violent, political” or sexual in nature. Our ad is not “religious or lewd” and does not portray “guns or ammunition”. “Feminine hygiene & hemorrhoid relief” are also banned subjects. It’s just a new mom, home with her baby and her new body for the first time. Yet it was rejected. And we wonder why new moms feel unprepared. So spray it forward and share this video with every new mom. She deserves to be prepared.
Upset that their commercial was put in the same company as guns and ammunition, brand founder Chelsea Hirshhorn says it won’t stop her from continuing to shine a light on the realities of motherhood that remain hush-hush. “We launched Frida Mom to prepare women for the physical transformation that coincides with a delicate transition into motherhood,” she tells NewBeauty. “We had hoped to share it with as broad of an audience as possible because knowledge is confidence, and a confident mother is a better, happier mother.”
Hirshhorn notes that the Academy Awards is the same telecast that honored the short film Period, about destigmatizing menstruation, during its 2019 ceremony. “While this rejection of our ad feels like a step back,” she adds, “it certainly won’t deter us from amplifying our message through whatever channels remain available to us.”
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