The former state representative’s ad “Our Girls” launched on Tuesday, showing Roys talking about her initiative to ban a toxin named Bisphenol A from entering children’s baby bottles and containers. Mid-ad, Roys’ husband interrupts her, handing the candidate her baby daughter, whom she immediately begins to comfort. Shen then breastfeeds her child while continuing to talk about successfully banning BPA from Wisconsin.
So proud to share my first campaign video with you! I'm running for governor because WI can do better than caving to corporate interests that harm our health & environment. I know because we've beaten them before. #BPA #WIgov #WIpolitics pic.twitter.com/jHvwU9O06c— Kelda Roys (@keldahelenroys) March 6, 2018
"When we were shooting the video, my family was obviously there, and when the baby needs to eat I just feed her." https://t.co/AE8jWkUS7U— USA TODAY (@USATODAY) March 8, 2018
Roys’ ad quickly went viral, with over 44,000 views on YouTube alone. Women across Twitter have since praised the ad, cheering on the gubernatorial candidate for pushing back against the stigma around breastfeeding.
Your children are beautiful. And that baby is adorable. I am not a wisconsin citizen but I would have voted for you— Ava (@AvaDeCenizas) March 9, 2018
In a new campaign video, WI gubernatorial candidate @keldahelenroys talks about infant health & safety while breastfeeding on camera. This quite literally disrupts expectations of political leadership & highlights women's distinctive life experiences. https://t.co/mlSpAnXYaJ— Gender Watch 2018 (@GenderWatch2018) March 7, 2018
I don't live in Wisconsin, but this ad has made me want to support @keldahelenroys for governor there anyway. such a good message and breastfeeding on camera is such a badass and bold portrayal of strength.https://t.co/SKCNVARBdr— Abi Young (@AbigailEYoung) March 7, 2018
This isn’t the first time Roys has shown breastfeeding doesn’t impede a parent’s work, either. Attorney Andrew Seidel turned to Twitter this week, claiming that he watched Roys breastfeed her baby while “standing at the podium, mid-talk” during a workshop on lobbying. She didn’t even “skip a beat” the whole time, he claims.
“It was one of the most bad ass things I’ve ever seen,” he wrote on Twitter.
I once watched Kelda Roys give a workshop on lobbying. Standing at the podium, mid-talk, she breastfed her baby. Didn't skip a beat in her presentation. It was one of the most bad ass things I've ever seen.https://t.co/6bIM3iQQgK— Andrew L. Seidel (@AndrewLSeidel) March 6, 2018
Prof who tracks campaign ads: "That’s definitely something new. There’s probably an expectation, a hope, that something like this will go viral and get media attention. It’s so different from what we expect to see in a political ad." https://t.co/15Uq967WKJ— Matthew DeFour (@WSJMattD4) March 6, 2018
Dem Wisconsin governor candidate @keldahelenroys to @devilradio: "In 2018, women are not going to be told we don't get to have a chance to sit at the table, that we're going to have to not participate in civic life while we have young kids." https://t.co/8dWFcXDiwE #wigov pic.twitter.com/4TXlDwZLrE— Tom Kertscher (@KertscherNews) March 8, 2018
Last May, Australian Sen. Larissa Waters became the country’s first woman to breastfeed in the country’s Senate, and she also became the first to make a legislative motion in Parliament while doing so. With any luck, politicians embracing breastfeeding may just give this culture the push it needs to stop sexualizing women’s breasts.