| Molly Baz breastfeeds her baby in front of her Times Square billboard. Photo: Bobbie Times Square saw a historic debut today: A 45-foot-tall billboard showing a woman breastfeeding her baby was unveiled. - The star of the ad — put out by the baby formula company Bobbie — is cookbook author Molly Baz.
- In the ad, which reads "Molly Baz: Chef, Author, Mom, Combo Feeder," Baz is using a combination of breast milk and formula.
💡 Why it matters: The goal of the billboard is to tackle both stigmas around feeding babies, AdWeek reports. - All 50 states allow breastfeeding in any public or private location. But 1 in 5 moms says they've had someone complain about them breastfeeding in restaurants, on airplanes or in other spaces, according to a BabyCenter survey.
- Even though breastfeeding isn't the best option for everyone, 50% of moms report feeling guilty for using formula, according to Bobbie, which makes organic infant formula.
"We want to end the feeding wars," Laura Modi, CEO and co-founder of Bobbie, tells Axios' Erica Pandey. - Parents are often doubly judged. Some 70% say they feed their babies a combination of breast milk and formula, per Bobbie. This is an especially common way for moms to manage feeding — and share the burden with dads or others — as they transition back to work, AdWeek notes.
🌆 The backstory: The billboard itself is a win, Modi says. - In May, a pregnant, bikini-clad Baz starred in another Times Square billboard for Swehl, a company that sells products and tools for breastfeeding. That ad was initially pulled for violating "guidelines on acceptable content."
- But many people pointed out that those same billboards often feature ads for swimsuit and underwear brands, the N.Y. Times reported.
Bobbie took note of that controversy and wanted to bring Baz — who is now a new mom — back to Times Square. | 
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