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Mexico City’s new ad promoting breastfeeding has many people speaking out against it.
The new ads have topless celebrities covered by a banner that reads “No le des la espalda dale pecho," which translates to "Don’t give them your back, give them your breast."
The ads aren't just being bashed for what they stand for, however, according to New York Daily News. They are being critiqued because the ads use rail thin models who are posing provocatively.
All the “new mothers” in the ad show off slim tummies that are not realistic for mothers who just gave birth.
Actresses Camila Sodi and Maribel Guardia, and boxer Mariana "La Barby" Juárez are a few of the celebrities featured in the campaign.
"I don't know what these mothers reflect, or who they were supposed to attract," said Regina Tames, director of Mexico's Group for Informed Reproductive Choice.
Those who are against the ad also say that it shames mothers who do not breastfeed instead of making them think about the fact that Mexico has one of the lowest breastfeeding rates in Latin America.
The World Health Organization recommends that mothers breastfeed for the first six months that their child is alive, however, only 14 percent of Mexican mothers do so.
The issue here is a bit deeper, according to TIME. Most Mexican women do not breastfeed because they do not have access to the proper nutrition.
An anonymous member of Mexico City’s health department said that the campaign is going to be re-worked and the language as well as the type of woman in the ad will be changed.