NEW YORK DAILY NEWS
Thursday, October 22, 2015, 9:01 AM
It’s the latest peace offering in the ceaseless criticism that some call the Mommy Wars.
A new video “EndMommyWars” is a follow-up to “Sisterhood of Motherhood,” a funny video that dropped in January and has been seen on YouTube more than 8.2 million times.
The term “mommywars” is derived from the vicious judging parents undergo while raising their kids.
The new video, from Academy Award-winning director Cynthia Wade takes a more poignant approach then the first and features new moms, identified by first names only, as they tell their stories.
“I was very judgmental before I was a parent,” says Ada, who has a toddler and an infant. She’s shown discreetly pumping breast milk at work.
The next woman, Leslie, mother to twins born prematurely, is upset that she could not breastfeed. “People will ask if it’s breast milk,” in the bottle, she says. “It isn’t. I tried and I feel really bad about it, but thanks for bringing it up.”
The film manages to hit a slew of sore points new moms suffer through.
“I know firsthand how painful parental judgment can be,” Wade said in a statement. “I made this film because I want to end the judgment. Despite our differences as moms, I believe that we can create a community where we really support each other.”
Another woman featured in the video is Dawn, who’s determined, “to raise a gender neutral child.”
Then there’s Jennifer who shows off photos of her infant son posing with a baseball mitt and her daughter in frills.
Ultimately the women meet. And when they do, both are honest about drawing conclusions about one another. Yet once they are in a room together, there’s a lovely moment of connection.
And that’s what exactly what officials at Similac, the baby formula company behind the project had in mind.
“We talk to our moms every day,” says Misha Pardubicka-Jenkins, marketing director for Similac. “We interact with them and do social listening. And at the end of the day, we want to meet their needs and there is so much judgment.”
The origin of the Mommy Wars is up for debate, but at its heart is how new moms and dads – though this really concentrates on moms – are sick of being judged. That judging starts pretty much as soon as the baby bump is visible. There’s no word on when it ends.
This judging continues over everything related to parenting: from how women deliver their babies, if they breast or bottle feed, how they carry their babies, if they go back to work outside the house. Essentially every possible decision a mom makes is judged because everyone has an opinion and feels the need to express it.
“I hope that we support moms and that moms view it and and share it with other moms and feel the movement,” Pardubicka-Jenkins says.
The new movement, created online, is called the Sisterhood of Motherhood, and its purpose is “uniting moms and dads that we are parents first,” she says. “And all we are doing is with the best intentions and the best for our babies and to raise a happy and healthy one.”
The new video is available at www.endmommywars.com.