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4w ago

Cardi B Leads Bobbie Campaign as ‘Chief Confidence Officer’ to Back Parents’ Feeding Choices

The campaign channels her platform into destigmatizing formula use with a parent hotline that routes testimonies to lawmakers and a targeted philanthropic push.

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Overview

  • Bobbie’s “The B is for Bobbie” campaign is live across streaming, digital and YouTube with a Times Square billboard and an experiential activation in New York City.
  • A 732-QQ-CARDI hotline collects parents’ feeding and parenting stories for Bobbie for Change to deliver to lawmakers, with eight callers to receive three months of paid leave funded by the company.
  • Bobbie for Change pledged $75,000 to Paid Leave for All, BirthFUND and 4Kira4Moms to advance paid leave and maternal health efforts.
  • In an X Spaces session this week, Cardi B rejected efforts to pressure brands to drop her and emphasized support for parents who depend on formula.
  • Cardi B underscores that using formula does not make someone a bad parent, citing her own breastfeeding struggles as she prepares for her fourth child.