First-Ever Breastfeeding Billboard Unveiled in Times Square

Molly Baz is making history by breastfeeding on the world’s largest stage—Times Square!

The celebrity cookbook author is back with a powerful new billboard, making her the first to appear breastfeeding in Times Square. Teaming up with Bobbie, Baz reclaims the same corner where her previous ad was controversially removed. This time, she’s a new mom, breastfeeding her baby Gio on her kitchen counter while shaking a bottle of Bobbie formula, showing that breastfeeding, formula feeding, or a combination of both is normal and beautiful.

Earlier this year, Baz went viral after her Times Square ad, which featured her in underwear holding lactation cookies over her breasts, was removed by Clear Channel for violating its “guidelines on acceptable content,” according to The New York Times. People quickly pointed out the double standard, noting that billboards featuring near-naked lingerie and clothing models are regularly displayed in the same area.

On her Instagram account, Baz highlighted the hypocrisy of the removal: “i’ve done a lot of campaigns in my day but as soon as my pregnant belly and breasts got involved, things apparently got real uncomfy for some folks. take one look at the landscape of other billboards in times square and i think you’ll see the irony. bring on the lingerie so long as it satiates the male gaze.”

Despite the initial setback, Baz’s return to Times Square is a triumphant one. “Neva did i eva think I would get pregnant and become the poster child for normalizing mothers’ bodies in media– yet here I am back in ye old Times Square, this time with my baby (hi mr boots!!!) my boobies and my @bobbie. I now have a 4 month old and lemme tell you, this dude friggin EATS,” she joked in an Instagram caption revealing the billboard.

“This campaign is my wholehearted endorsement of a parent’s right to feed their baby however the eff they choose. pregnancy and childbearing looks different on everyone and so does the journey of feeding—so here’s to absolooootly all of it. after all, formula is food and EVERYBODY’S GOTTA EAT.”

After all, isn’t it more than about time to empower breastfeeding moms and pregnant people instead of telling us our bodies are indecent.