Postpartum depression ad campaign slammed for being insensitive

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Postpartum depression ad campaign slammed for being insensitive: Alicia Vitarelli reports during Action News at 4 p.m. on June 20, 2017. (WPVI)

Experts say many women suffer from postpartum depression in silence. So, a new initiative from a biotech company aimed at breaking that painful quiet has in turn caused a bit of an uproar on social media with their new ad campaign.

Sage Therapeutics' new campaign is called "Silence Sucks" and it shows sad, angry, sobbing women sucking on pacifiers.

This company is currently developing an experimental treatment for postpartum depression.

People are calling the images insensitive, saying they are essentially portraying women as cry babies.

Sage says they chose the imagery to represent the silence associated with PPD, which they say is often a result of a woman's feelings of guilt, shame or fear, in an effort to spark a conversation.

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