• by Joe Mandese  @mp_joemandese, April 15, 2022

Frida Mom recently made headlines, and generated millions of YouTube views, when an ad it made for the Oscars telecast was rejected by ABC. But the brand, which markets products servicing some of the less-than-glamorous needs of women dealing with pre- and post-pregnancies, has scored the charter advertising position in Sports Illustrated Swimsuit's "Pay With Change" sponsorship model.

“Joining Sports Illustrated as its first official ‘Pay With Change’ brand partner is a perfect fit for Frida Mom because they have a valuable platform to disrupt the traditional narrative around womens’ bodies – especially those they feature who are mothers,” Frida Mom CEO and Founder Chelsea Hirschhorn stated, adding, “We’re thrilled that Sports Illustrated Swimsuit appreciates the importance of highlighting these women authentically – C-Section scars and all – and welcome the progress we will make together as a result of this shared commitment.”

“When we announced ‘Pay With Change’ we set out to change the cost of doing business from just a monetary value to a currency of doing good – choosing only to celebrate and partner with companies who are creating change for women in the varied ways they need it,” SI Swimsuit Editor-in-Chief MJ Day, added. “It’s extremely encouraging to find partners like Frida Mom who are willing to join in our endless commitment for change and we couldn’t be more excited to highlight their initiatives surrounding the realities of motherhood, pregnancy and postpartum recovery.”

While SI Swimsuit has not disclosed the economics of the "Pay With Change" sponsorship program, it has described it as an innovative way of tying branded media sponsorships to support for gender equality, and is part of a longer term effort by the publishing brand to distance itself from what many see as roots objectifying and exploiting the sexuality of women's bodies.